The Power of Personalization: How Automation Can Transform Customer Engagement

Thank you for inviting. Nice to meet you.

The story is, I think, pretty simple. I work for several large corporations where we were launching different smaller projects in the flow. Every time we had to build some marketing tasks for every new project from the scratch, related to some basic email communication, transactional messaging, and other stuff. The main idea was why nobody is doing this so we could launch easier new projects to get all the tools in one place so I don’t have to research every time what I need to integrate and how I need to synchronize all that stuff. The idea was why nobody is doing this. I quit my paid job. I started this pretty exciting journey.

Of course, this should be something to push you out of comfort zone because when you are in a safe zone, you have a stable work, you have a stable salary, and everything is all right in general. You have a good management. The main pushing pivotal moment maybe was one of my failed projects when we did everything we could. But anyway, I failed that project. Maybe it was some decision. I have a good idea, and I decided to prove myself maybe that I can deliver, I can do a good project even if I failed one. Anyway, I need to prove to myself, maybe first, that I’m still able to I believe, were successful projects. I decided to do it myself and with some cofounders, but then more or less, I got along. So everything was done from there. It was pretty hard. First two years, but later, it When you’re already getting new partners, new coworkers, new team members, it’s getting more easier and much more fun, of course.

Sure. Currently, a lot of businesses are moving online, especially after COVID. A lot of businesses have to move online because otherwise, their business will die. A lot of businesses which move to online, they found themselves in the very competitive market where they were already established businesses, which were from the beginning online. They had experience, they had teams, they have resources, and you have to compete with them to survive in this turbulent world. The main idea is that many businesses don’t have enough expertise, don’t have team, don’t have enough resources to compete properly with more experienced and more rich companies. We We decided that we can automate a lot of things that business need to compete ourselves. Businesses can just use that strategies. We came up with an idea of marketplace of automations where you can come and pick your industry, see what are the best practices for your industry from all over the world because we can research this full-time. We can hire people who can work on this full-time. And small and even sometimes medium businesses don’t have enough team members to research and develop such things. Publish in our marketplace where you can get them in one click and market like a pro from almost day one.

And the second part is that you can keep proper communication with your customers. If there are not many, like 20, 50 customers, you can keep in touch with them. But when you grow your online business and it’s becoming like 1,000 or even 100,000 users or customers, it’s impossible to work with them manually. Even if you hire army of managers and support managers, you have to automate that thing. If your customers are informed on your offers to onboard them and deliver all 100% of communication, they should receive to be successful with your product. You should automate that stuff. As easy it is to do as a better product you have, we think. That’s why we are trying to make it as easy and as user-friendly as possible from the day one.

People are different. We are all persons. We have individuality, we have our expectations and understanding. If you try to work with people as a number, like their username or dear placeholder, it will not work out, especially in this world when they are companies like Facebook, Google, which can deliver you personalized content. So there are higher standards now than it was like 10 years ago, even. I don’t talk even that 20 years ago. So much higher standards, much higher expectations. And if you don’t personalize that communication, that marketing, you will underperform. Always in comparison with other people who personalize. To help our customers, we’re providing tool which we call customer data management tools, where you can, when you’re integrating your shop, your platform, your CRM, or whatever you use to manage your customer data, we can synchronize and our system will know everything about your customers. You can use that information to automatically deliver communication based on their behavior, interests, age, country, location, or whatever. The content also can be dynamically built. I’m talking with maybe some hard terms, but technical terms, but in general, it’s very easy and it’s almost everything.

You can give rules. The AI will take care about that. They will wait for some events, and when it happened, they will work based on scenario you predefined that if this customer do this thing, then they should receive this communication through these channels. Otherwise, other channels. So you can build very complex things, and the system will take care to deliver on proper time, taking account, age, gender, location, language, or whatever data you have about your customers. And it is scalable. You can grow your business and you will not reach your limitations in that case.

I think that’s a good question. I think the most effective ones are the most simple ones. There are a lot of basic things that many businesses don’t really pay attention. They think maybe it is too basic or they’re trying to do it somehow in-house. But the main I think that you need to… When somebody comes to a restaurant, there is some hosting person who meet you and help you to find your table, and they say that, Please wait here until waitress will come, or whatever. It should be with every business, somebody should meet your customer at the door, help them to find their place in your system or in your platform or in your shop. You should somebody to come and offer them help, show them how to do it, how to use. So welcome series and onboarding series for customer are, I think, are one of the most important things, even though they are one of the most basic things you can do with your business. So to welcome your customer from day one, even first minute, and try to explain them how to effectively interact with your website, with your product. That’s the best thing I can propose right now.

Our practice shows that first seven days is time frame you need to engage your customer and preferably to convert them to pink customer. If you lose this seven day period, it’s going to become harder and harder day after day. So first day is most active day. It’s a hot time. You need to work. The person came to your business, opened the door, and somebody need to meet them and try to invite them inside. If you don’t do that, they will close the door and go and find some more friendly places. So welcoming your customer, onboarding them, show how to use your service product, that’s one of the most effective things. And every business can implement that. With our For automation marketplace, you can get such things in one click, but it doesn’t matter which tool you use. It is very recommending to do that.

Every business, yeah. B2c, B2B. Even if it’s B2B, there is a person behind that computer, that business, who is doing that registration or thing. Even that person is representing a business, but there is a person. It will be good to meet them and help them to get around and get used to your platform.

I think the main component here is to use omnichannel because many businesses don’t take into account that the world is changing and people are becoming more multi-device day after We use phone, we use iPad, we use notebook, we use computer at the workplace, and we use all that tools altogether every day. When you are not omnichannel, you’re trying to reach all the time with one channel, let’s say, email. You are limiting yourself to reach that person at correct time with correct channel and with correct message. You always targeting in one spot during the whole day. When you’re omnichannel, you have much more opportunities to engage with that person and to deliver and offer your services or your products. Omnichannel is covering the thing that the world is changing. People are multidevice. People have different stages during the day. During different stages during the day, you can contact with them with different tools and get most of this communication with your customer.

Let’s say this way. When you add a new channel, for example, you are doing email marketing. When you add a new channel like SMS and push notification, you should think that these channels are not competing with each other. They do not take customers’ attention from other. Usually, these channels can reach the audience, which is not engaged with one channel, but they can be engaged from another channel. Every additional channel you use in your strategy usually contributes to your results. It depends what is your objective. You want to sell, engage, or to do something else. But all channels will add additional % of customer retention, customer conversion to your main business. They are not competing each other. They’re just contributing to each other. And to final objective you have your strategy. Here’s the main catch I can share.

Absolutely. The things that Gmail, Yahoo is always just making it harder and harder. Of course, have reasons because these companies trying to protect their users from spammers and scammers or people who are trying to do something bad. We I understand that. But the good news is that the rules are pretty simple. What I can say that you should at least work with your customers to understand them, segment them. Segmentation is very important. Don’t try to just bombard and overload with communication. Try to deliver specific communication. Try to understand the reasons why your customer use your service buy your products and then deliver more as much personalized offer to your customer using preferred channel, like phone, email, or Messenger, or whatever that person can prepare at the right time. You should take a lot of things. Of course, you cannot do that manually because if you have 1,000 customers, you cannot just follow everybody. You just can understand Send your customer and then automate different scenarios for different customer groups. Send to third-party lists. This is one-way ticket to spam folder and you will not deliver anything anyway. Try Try to, as I said, try to don’t bombard them.

Try to engage them from day one so they will be interested. If you see that your customers lost interest, just slow down push them not with a new customer, but as a customer who is losing interest, you need to reengage them. Retain, reengage, regain your customers. It should be different strategies. For different groups of customers. Based on that, you should adopt and work. Otherwise, don’t spam and everything more or less will be fine. Yeah.

It’s pretty okay to send even several emails daily if your customers are engaged. For example, we had customers like dating websites which will send you information that somebody sent you a message. I think you will open that email. You will wait that email, you will open that email, and you will generate a lot of engagement. Even if you receive 10 emails during the day, it will be delivered to Inbox because you are engaged with that communication. But if you send 10 emails by this iPhone, even it’s a good phone, your emails will go into spam because people will keep complaining because you are sending them wrong type of message in wrong frequency. It depends on the business, but it’s okay to send more messages to active and engaged customers. T It is good practice to send less and less to inactive customers. After some time, if you see that during several months, especially one year, somebody does not react to your messages, it’s a good idea to unsubscribe that person because otherwise it will impact your sender reputation and your messages will go to a spam folder.

Segmentation is very crucial. As I said, people are different. They expect… But people are different, but all of them, 100% people think that they are unique. They expect a unique approach. They expect that somebody will take care about their problem, will offer them the best deal, and all that things. If you approach people that way, you will get much more better results. So segmentation is very crucial in this approaching task. If you send one message by iPhone, you will have one result. But if you know the specific of every person, their previous purchases or previous activity with your customer, and you send, based on that information, based on their engagement history, you send, and you can segment using tools like Wixie, your based on behavior, on website, engagement with your customers, their data, their demography, their location. You can use all that data and build different communication. Segmentation is helping to group people based on some specific criteria about your business because every person know the most about their business. We can give them tools to use that, but to know about your business much better than any consultant or any experienced person can recommend.

You can use that information to group your people based on some criteria and build different communication based on that criteria. Segmentation is crucial in this to deliver as personalized content as possible to get most of that database.

Strategies I just will not recommend something is not a standard right now. Google, Yahoo, Hotmail are very generous to write down some standards we can follow to get the most out of this process. The main idea that you should send your communication to people who subscribed or want to receive. This means that they will not complain. There will be less complaints, there will be less unsubscriptions, and there will be more engagement. All the methods I can propose is to contribute to this thing. You should have the so-called double opt-in procedure. When somebody say, I want to receive, just confirm if they understood what they are subscribing for. Send them an email, ask them to click until you will show to Gmail that this person was expecting their email and they clicked, and this will contribute to your deliverability greatly. On Unsubscribe people who want to unsubscribe. If you don’t unsubscribe them, they will complain, and this will ruin your reputation, send their reputation. Try to not to follow if a person provided you a valid email. Don’t try to respond to your communication to emails with typos or maybe some mistakes or whatever. That will bring your reputation.

Of course, when people complain, also it’s a good idea to unsubscribe. In general, double opt-in procedure using tools almost every email service provider gives you, like Voxy and platform, we unsubscribe compliance, invalids, and subscription request automatically for you. So you don’t have to do that manually every day. We’ll keep your contact list hygiene automatically. You will be able to see why a person unsubscribed and why it is invalid. And using other channels, for example, if there was a type in your email provided, you can trigger SMS and say, Dear customer, there was a typo. Please type in your correct email so we could send your offer, discount, or whatever. Omnichannel can contribute in this also. But the main idea is to just follow the rules Mel services have and everything should be okay.

The most, of course, there are a couple of dozens of metrics you can track with email marketing. But of course, the most thing you can work is if your emails are being delivered, if they are not delivered, you have high bounce rate, you have a problem, you should dig in and clean everything up. You should check your practices and understand what’s the problem and solve it. The second is open rate. When if people really open your emails and read them, if you send a lot of emails, even if they are delivered and top of the read them, you’re just wasting time and money. You need to work with content, and of course, you need to work with subject of your messages. Do tests, like A/B tests, and things like that. After that, it’s, of course, when they open your email, do they click to your links, buttons and images, where they click. Maybe you put a nice image, but they click, but it’s taking nowhere. You should understand if people click and where they click. Of course, after that, when they are landing, do they do your targeted action after coming to your landing page?

Do they purchase, activate? I don’t know. Do the specific action you expect them. If something in this funnel is not working, you should act. You should understand why you fail one of these stages. What are you failing? And of course, to take action to improve. If you track everything, you see where you have a problem, you can focus, experiment, do A/B test, and things like that to understand how you can improve that metric. We have some videos in our YouTube channel. I would recommend to visit and learn about metrics and share a lot of information there. About email marketing and other channels, it can be useful.

At first, of course, I would recommend to try out wooxy. But if seriously, marketers should keep in mind that in this marketing industry, everything changing super fast. You cannot stick to one solution which worked a couple of years ago and think that it will have some effectiveness. Now, you should always learn more new things. You should adopt, you should try new things. Even if you see that it’s not working, just skip it and try again another Because always, if you use something already and there is a tool like wooxy, which is trying new approaches, new methods, new tools, and trying to deliver better results based on more modern approaches and technologies. Just give it a try, at least. It doesn’t matter if it’s wooxy or other tools. Always try new things. Do not stop on that. It works and it’s okay, let’s don’t touch it because we can break something. It is okay to break things. If you don’t break things, you just cannot find solutions to problems. So do not be afraid to try new things, break things. And of course, you will learn from that experiment and you will have much better results in the end.

Let’s try.

I think now I use LinkedIn. Maybe I will stick to it. All right.

That’s a hard one. I think this because I have some things in mind, but I’m not sure if it’s a good advice to share them. But I know that we try to acquire as much as traffic as possible, the cheapest one on the market, and convert it until it works. I don’t know how. That was the most bizarre thing we experimented, just to acquire millions of visits from trashy websites until it worked. But I will not recommend that it’s not a long-term thing.

We’re this place. I love hiking. I go a lot for hiking, like in mountains or in forest. I think a lot of good ideas is coming there when you’re not overloaded with phones and computers and information. I don’t think it’s weird place, but a lot of good ideas is coming when you are in nature.

What habit? Maybe overworking. Working too much is burning a lot of energy, and when you need it, sometimes you may not have it. Always, it’s a good idea to keep balance, work-life balance and spend time with family, and you will have better results.

Last prompt? It’s a good question.

Whatever you- Yeah, I think it was more like why my code is not working and something like this with chat and try to analyze what’s wrong and why I’m wasting so much time with a little piece of code. I think That was the last inquiry in ChatGPT.

I think most of the thing I use AI from Notion. When you write a lot of text, sometimes you just need to polish it a little bit, maybe to give some ideas how you can write it. I think it’s a good assistant. It’s not changing a lot of things, but it can give some insights. It’s very useful.

Thank you for inviting. Have a good day. Hayk.