Make Your Automation Smarter: Optimize Your Communication Strategy

16th January, 2023

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Hey Reader,

Chat GPT is all the hype right now. But to get to where it is right now, AI has faced some hiccups along the way. Experimenting with “conversational understanding,” Microsoft unveiled its AI Twitter chatbot called ‘Tay’ in 2016. Tay was supposed to chat with people and get smarter the more they engaged and conversed. However, within 24 hours of its launch, Tay began to make racist, sexist, and offensive remarks.

This incident illustrates the potential for AI to learn and repeat harmful biases present in the data it’s trained on. Therefore, realizing the importance of human intervention to monitor and control. Still, think your marketing automation can run on autopilot? Think again…

Optimize Your Marketing Automation: The Key to a Better ROI 💰

Automation is a great way to tackle repetitive marketing processes, but the general set-it and forget-it mindset toward your marketing strategy can cause more harm than good. Over time, as your users and their preferences evolve, so should your strategy and approach. Hence, it’s beneficial to constantly experiment and optimize your automation to garner maximum ROI.

A/B Split within the Journey Designer allows you to identify different paths for a user in the workflow, find the best-performing branch and optimize your strategy accordingly! Here are some best practices to consider:

1. Bifurcate your audience across different engagement channels to understand which performs better, such as response to Push notifications versus SMS, and

2. Test between different send times for your campaigns to understand the optimum time to get maximum responses, such as response to running a cart abandonment campaign after a wait time of 15 mins versus 5 hours.

Sounds interesting? To learn more about this feature, read our blog.

Move Away From Mass Blasts to the Best Approach— Best Channel 🏆

With numerous channels and media platforms available, marketers often send the same message through different channels, thus increasing their costs and lowering engagement rates. While the real benefit lies in reaching out to users on their preferred channels, where they are most responsive and likely to engage.

With Best Channel, our system decides the optimum approach to engage a user based on their past engagement patterns and allows you to

1. Create a live segment or include it as an additional filter to existing segments to send targeted campaigns to your users.

2. Make your automated workflows more nuanced by incorporating the best channel block in journeys and ensuring you reach out to users on the channel they prefer.

To learn more about this feature, read our blog. To enable this feature, reach out to us at product@webengage.com or get in touch with your Customer Success Manager.

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That’s all for this newsletter. If you want to try our features, get in touch with your Customer Success Manager or write to us at product@webengage.com.