Empower your banking business with the customer lifecycle funnel for banking

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hey folks welcome to the life cycle marketing for fintech growth webinar I'm your host Cody Stover uh it's sunrise here in Portland Oregon um maybe it's Sunset wherever you are in the world but wherever that is we're happy to have you here taking a little time out of your busy holiday schedule to jump on here and hopefully uh grab a few tips on life cycle marketing and fintech growth we're joined by Lucas Barr uh growth marketing manager at high and we're going to get a little bit more into him and his bio here in just a second I think I'm really excited for this topic because I I know as consumers anybody in the audience if you're a investor in stocks if you're an investor in crypto maybe you simply bought a home in this last year and kind of dealt with mortgage rates going up and down you know that the fintech market and the finance Market in general kind of has these Peaks and valleys that we've all been dealing with but I think for audience members who are marketers either for fintech or for another company this is life cycle marketing such a valuable topic especially in times where there are those Peaks and valleys and you want to try to keep somebody finding value in your product keep them retained so Lucas really excited to jump in here me too me too thanks um and yeah let me start off just by saying thanks for the invitation and and also thanks for the great ongoing cooperation collaboration that we're having between customer i o and hi it's awesome it's been really great I was gonna say you kind of uh bumped me into this next slide here where we see the high logo up there um customer if nobody has heard of us before we are a cross-channel customer engagement platform so you basically are able to consolidate any kind of message that you want to send to your customers into customer oh and then send it from there so you can build campaigns across email push notifications SMS in-app messages you can also do a lot of things with data automations some folks even have been able to replace zapier by being able to build data automations that adapt and react based on different triggers those sorts of things so as you can see there on the right it's our pleasure to work with hi and Lucas their logo there and then if you're not in fintech that's okay customer is basically a platform where you can send in your data and then it's based on what you want to do with it to be able to trigger any kind of message for your business so you can see we work with SAS companies notion buffer edtech datacam is right there so whatever industry you're in today we're happy to have you and I'm excited to get into it so really quick last piece of context on customer IO um this is where the magic happens so Lucas is probably no stranger to this this View and the interface where you are in our visual workflow Builder um dragging and dropping emails push notifications logic based statements of did they do this then let's send them this message did they do that then let's send them this message so for folks who maybe are coming to this webinar without that context um jump in after this to a trial and just poke around this is probably the most fun place to uh in my opinion to learn how to use customer oh and see how it all works but um without further Ado Lucas again we're we're really excited to have you here before we get into life cycle marketing stuff um talk to me about hi what is your product or service and then also kind of what's your role there sure um and just one more time thanks thanks for having me really really excited to be here uh can just start off by by introducing myself really quick so my name is Lucas I work at high and I work there as a senior marketing manager and one of my major responsibilities is our customer engagement strategy and execution so yeah I'm really looking forward to talking customer out and because I just said I work it high so I'm not sure if we actually coined the term but we're a web 3 Neo Bank so simply put um we're a digital bank for digital assets um as well in addition to that to to traditional currencies so and just like in Neo Bank we we offer payments and saving products uh but also focus on convenience and simplicity to use for for our members um but then also in addition to that we we offer um a crypto crypto exchange and the option to trade there right in our app and currently what we're doing is we're launching our own high debit card in partnership with MasterCard that's going to allow people to spend again both crypto and traditional currencies at over 90 million Merchants worldwide uh I I feel like I should also mention that because you just went over customer my own everything that I personally I'm a big fan of customer i o and actually when when we were looking for for an automated marketing platform uh what we were really looking for was uh autonomy for us as the marketing team not having to rely on on Engineers for launching and delivering a marketing campaign and so so I still remember I was talking to our CTO who had used customer i o in one of his previous lives and the way the way he put it was um that he wants to help us help ourselves and after having used customer over for a while that's that's exactly what what they're doing and what it is doing and what we're so happy with it in the end I love that yeah and I experienced that as a myself as a user of custom rail as I I build out you know campaigns and things like that like using data points that I otherwise wouldn't be able to as a non-technical user and then be able to access those pull those in use them to personalize or to send a different message to somebody versus somebody else um yeah yeah I I feel the same way um as you do there but yeah thanks for that shout out too okay so thanks for the little background on high I appreciate it um I will get to know more context about high as we go and audience members please chime in in the chat and questions um as we go if we want to dig deeper onto little points but um next I kind of just for anybody who has just joined I want to set a quick agenda for where we're going to go today topic wise so the golden question is in this changing fintech Market how can Brands activate engage and retain customers over time so we're going to hope hopefully answer that by the end of this call but where we're gonna go topic wise is we'll cover lifecycle marketing strategies so all the way from onboarding how do we get people started in a product to retention we'll quiz Lucas on Cross channel strategy when should you use email when should you use push um and and when does it matter and then we'll also scatter in some experiments learnings use cases Lucas has prepared a few um interesting learnings that he's had using customer rails so we'll zoom into some of those more detailed stories there throughout the webinar as we go all right so Lucas before I start quizzing you on marketing stuff let's get a little bit more context just on the finance Market in general and specifically on this next slide we'll see um this is the the total cryptocurrency market cap as of I think I pulled it two days ago as of the 28th of November so maybe it's bumped up or down a little bit since then but we can kind of see the the general shrinkage or decline um this year in the overall Market but lots of Peaks and valleys all through there where investors are probably trying to ride that wave up to the peak as we go so I'd love to get your thoughts just kind of on the the finance and the crypto Market in general um how has the economic conditions this last year affected your audience and what are some things that folks in the audience who are maybe marketers themselves should consider when engaging their customers in this landscape yeah so so the current bear Market has almost changed everything I would say but there's a few topics that it's touched even more than than others so for for our platform hi uh it's it's Envision envisaged as a platform that's really accessible to to all no matter where people are in in their crypto Journey so we're trying to make it very easy for for people to get into crypto now the the thing is if you if you didn't get into crypto during the the bull market until middle of 2021 you're you're most likely not going to get into it now now that we're in a bear market and and that's also something that that we're seeing in the landscape that the user acquisition efforts are much more focused on on users that already have experience in crypto compared to to complete completely new new users um and and encrypt those things move really fast as you can see just by by looking at the graph uh you you can really say that that right now we're we're in the eye of the storm and with the recent Fallout of of FTX things are still unraveling but but things that we can see is that there's a noticeable push and increase in demand for especially transparency and and decentralization um so now more than ever it's really important to to communicate transparency frequently um and and honestly and talking about the decentralization and and especially decentralized Finance or or D5 um I I think this poses very interesting challenges for for marketers because some things like for example identity verification that are considered quite normal but they don't necessarily align with the spirit of of D5 um so so that's really just just interesting to look at and questions you you have to ask yourself when when doing user acquisition here um and something that that's also really different in in crypto is is that open feedback because it's so easy for people to communicate directly with the leaders of of a project and and this two-way communication is where For Us customer IO really comes into play because for for us it's really important to to give people the freedom to choose how and where they communicate with us there can be email push notification or or telegram for example there's there's really a lot a lot of options there and also before I I was mentioning transparency and just the increasing importance of of that especially now in the bear market and all of because there's so many big big name players that have just fallen down recently there's there's FTX Celsius Terra Luna to just to name a few and because in the end you're trying to to convince people to deposit their money or to the the crypto assets that they are holding into to your platform and and trust is really essential there and for that trust to to be maintained or built people just demand transparency so something that we do to tackle that is we publish a transparency report every month in in which we go over the latest numbers share that with our community tell them what we're working on and and also what the progress on on our most or the upcoming features like the debit card for example is and yeah also something we we use customer io4 and that would be difficult to imagine without having a customer i o yeah thanks for the thoughts there I think for folks in the audience whether or not you're in fintech um I love the transparency report that seems like something that any business could adopt um just to keep that open line of communications with customers keep the feedback coming in keep sharing so that they feel part of they know what's happening and Lucas I think the other thing as you talk through that is no matter if it's a bear Market or a bull market wherever you are I think the thing that seems like it never changes is people people value their money it's something intimate to them and they want to take good care of it and grow it or defend it um and so that's where I think regardless of the market it's so cool that we'll always have a need for good fintech products because that's the thing that people are going to need to to do that no matter what the market conditions are so um love kind of your thoughts there on on trust building transparency and just yeah communication being even more important during during a uh a bear Market uh maybe too yeah I I guess it's difficult to say that because of course trust and especially in finances is always important but you really do see how it's getting even more important in in times like this definitely all right so let's jump over now that we have kind of the context on high and the market let's get into the marketing stuff so we're going to start with onboarding and activation I know you kind of mentioned a little bit uh there when you were talking about the context about identity verification um kyc as it's referenced in some fintechs but I think we're all guilty of downloading a fintech app at some point or maybe joining a digital bank and we have the best intentions in that first moment but maybe we we fail to finish signing up or completely verify our Identity or start using it to the fullest extent so I want to really talk about this onboarding activation phase and actually the audience voted that this was their their biggest priority currently right now to retention was a close number two so I know the onboarding activation definitely a Hot Topic here so Lucas um with kyc and verification processes being such an important step for mini fintechs and companies in general honestly how does the verification process work for you at high and how do you use messaging to kind of nurture people through some of those those stages uh so I I just want to start off by saying we're really not Reinventing the wheel when it comes to identity verification we we work with a partner called summon substance who are the the market leaders in identity verification just so as you said so we're able to to give people the best experience when it comes through to to going through through all of that process because as you said like some people just drop it Midway so that but the first priority really is to to make it as as easy as possible um identity verification because there are challenges that that come with it the the two biggest challenges here for us would be volume and location um to talk a little bit more about volume um so we verified over a million identities in in a year um and the demand for for people to to verify their identity is luckily I guess really really high um and that's definitely a challenge but but not an insurmountable one um and then the second one would be would be location because it's it's very different verifying someone's identity from Italy for example to let's say Nigeria because different parts of the world have a different identification documentation um so that's always something that for some reasons can be more challenging than for others and when we talk about marketing communication and what we can do here um I think it's really important to remember that The Human Side of Things because it can be a very frustrating experience for people to just get rejected because because that's something that happens and that doesn't always mean that that's happening because someone's a criminal but that could be an indicator could be that the credit score just just isn't there unfortunately um so so really giving people the option to to talk to a real person and being able to contact support there is is something that we've seen really really pay off because for some people it's a more lengthy process than than for others um and I think generally speaking about identity verification so for for retail investors it luckily hasn't hasn't been a big issue um prior to to the bear Market um where P5 was rising up so much um because people understand that this is something we're doing in order to prevent Bad actors and prevent fraud um so they have been really really understanding very luckily but the the way we look at it going going forward is that some products and services are are going to require identity verification um but some won't um and just to give a quick example for example if you're just sending some some s to to one of your friends there's probably something that you can do without verifying your identity but for if you want to spend crypto with your debit card we need to make sure that you actually are who you say you are yeah and I think as you're saying this too like maybe it's a point of friction occasionally for somebody who's uh maybe they've heard about your app and they download it and they want to just start right now they wanted five minutes from now they want to be spending um but at the end of the day like like you were saying there it's a better user experience if everyone goes through this um just because you're more confident with what's happening next and um you can really be a better investor after that point so yeah many in many cases it's it's also regulatory uh just requirements that that we need to adhere to right and let's say on this on the slide you see at the far right I actually went through the onboarding pro or the uh uh identity verification process here and at the end I did get into the app um after my identity was verified and so that's where I want to jump in now so let's talk about onboarding somebody has completed this process they've verified their identity they're into their account um talk me through your current welcome flow what are those first conversions that you're looking for from your users and yeah again how do you use messaging to kind of uh help their behavior forward in this case sure let's let's do it um very important piece of context here so the way people engage with with our platform and something that we've seen is that most conversions actually happen after 30 days so the biggest goal that we have for for our onboarding campaign is for people to get more familiar with high and and our products and for us to educate them about what we're offering so it's really not the case that like every email has a goal but not every goal is necessarily a CTA uh one one example for an email with a CTA for example and really really educating people there will be the first one the first email called checklist to get started and it is at the end exactly that that us providing people with the first things they need to begin their Journey with high with one example being a link to their local language community but then if you look at our second email which is an example for an email without a CTA that's a personal welcome message from our founder Sean where the focus is is much more on on people getting to know us um apart from our products and services and putting everything in into perspective and fun fact that email the second one the welcome message is actually by far the the one that's performing the best no matter if it comes to to open rates all metrics um it is by far the the most popular uh interesting is it uh any reason why that one's the most popular that you you can uh surmise is it like a plain text kind of style email that looks very personal or any thoughts there the the style is much more minimalistic than than a very marketing email there's there's not a lot that there's no buttons there for example there's as I said no no links we're not asking people to to do anything really in in that email uh and I think we also have a really good subject down there here um sorry I'm afraid I still can't see your screen but oh darn I'm gonna slides it down if my memory serves correct the mark the subject line is something of it's like I want to welcome you personally to to high and from Sean we we actually for example we use a different stand address for that one so to to Really personalize that experience there that's great and also Lucas uh kudos to you for um speaking on this uh with the slides for some reason not showing up for you so even better even more impressive but we're looking at the uh onboarding flow here and we're kind of zoomed in to just the first um couple days and one thing I wanted to ask for folks in the audience who are maybe looking at their onboarding flow or maybe they're building one for the first time what is this the or how long is High's total onboarding flow I think you mentioned like 30 days um conversions sometimes happen and how often do you send messages yeah so it's 10 emails in in 30 days uh what we're not doing is send one email every three days um because what we found to be working um the best is to actually send more emails in the beginning after right after people signed up when they're most eager to to engage with us to to learn about us and then gradually increase the the time and delay here um just because we we also don't don't want to bombard people with with messages there's one exception here uh so in case of of a big product Dodge for example that broadcast would also go to people who currently go through that campaign just because we it's important for us to for members to be up to date and and not having to wait until they get to that email for example um yeah yeah and what are like I think you mentioned like some of this is education some of it is just brand welcoming like the message from Sean um how often if somebody in the audience is building out an onboarding series and maybe their goal is to get someone to um I don't know take whatever first action is the ultimate goal so for customer IO we want somebody to maybe start a trial let's say um how would you recommend um like how often would you recommend asking for the sale kind of or like throwing in a CTA that's more hey do do this action that you know ultimately is your goal but is that every once in a while is it just at the end or how would you recommend that process work yeah I think if we think about it in terms of an onboarding flow asking for for people to take that action probably wouldn't be something that will put in the first email like I think the first email is something that I would be would be much more general for me of welcoming people to to joining customer i o um and then in the second email go go for the Hard Sell so to speak which again isn't really something that that we are doing going for a hard sell but I of course also understand that sometimes that's just a quote yeah so kind of sprinkle it in versus every time or or too too frequently right at the start maybe it's a good takeaway yeah I agree perfect and how are you measuring success during this onboarding flow is there kind of a conversion goal that you've set or what what again is that action that you're trying to drive at the end of this yes so with of course everything I just talked about the main goal mainly being education um we do of course have a have a conversion goal attached to this campaign and customer i o which for us is for people to become a basic plus member I'm going to be talking more about that in in a bit but what it is basically is for people to either make a deposit or purchase our and yeah but but again because most conversions we know that they happen later uh we are not too concerned about this but of course uh conversion rates are still something that that we are looking at and also trying to to improve it's just that we're maybe looking more at different stages um after onboarding to to go for that cell yeah and for somebody in the audience who's maybe trying to choose what their conversion goals should be how did you choose that uh basic membership as the goal was it something that was closely tied to long-term success or is it more of just a good first activation step that has to happen either way yeah um I think a good way to do it would be to to think about high value actions that that you want users to take which in our case is maybe a little bit easier than than for others because after you did your your first purchase or your first deposit um that's when you have that starting Capital so to speak that you can then use to really get started and use our products it could be because with that starting Capital you could make a first trade you could use one of our savings products um or you could purchase our which for us really is the the Cornerstone and what's in the the center of of our ecosystem with people holding this holding holding our yeah well that makes a lot of sense uh thanks for kind of talking us through um I know again you didn't have the slide in front of you but um I can tell that it's okay I dream about it at night so it's uh no slide no problem no idea well yeah again thank you for taking us to this level of detail I want to jump over into some more use cases kind of more middle life cycle stage um where I know we have some other um examples here but let's say um jumping away from onboarding and more into the next stage let's say we're in this stage where we're trying to grow engagement grow product adoption for some companies maybe this is measured in what's the lifetime value or how many monthly your daily active users we have so getting into somebody who's been onboarded at the ready for that next step actually on this next slide I've kind of modeled it using a custom rail segment which is a way that a lot of companies kind of you know use our segmentation Builder to capture people at these specific moments so just to kind of talk through the quick segment to set the stage and then I want to hear from you Lucas but the segment shows let's say somebody has completed their account set up they performed a deposit so they have actually put money into their account of a certain amount and then let's say that they're one of our mobile app users so or one of your mobile app users they're on it they have an iOS or an Android device so they've kind of they're kind of sitting in that completed onboarding stage what behaviors are you looking to get someone to do next at this point and and how do you use messaging to kind of grow their usage of high so uh if I imagine that that scenario what what we want to do here is really help people or this person understand how to use their assets and and what to do with it going to the the different products that that we're providing here and also going back to sending educational material to to people um but I just really want to throw in here really quick because I think it fits is our community so one thing that because it falls exactly in that stage of the life cycle because one thing that happens when someone purchases our ess that we use customer i o to send an in-app notification where we give people a link to our buyers community um that's uh it's an unmoderated com community and how you can think about it it's a group full of people that all landed there by doing the action of buying our and so so what we can observe is it's people giving advice to each other and like sometimes they make spreadsheets it is really cool to be honest um and and having this conversation again being giving people the option and the freedom to choose what what communication tools do you want to use and expand that a little bit through through that um and then other other actions that we would like to drive here um or we look at people in this stage would be their their membership here um and that's something that we're of course trying to to drive by by providing people with information on aren't giving people a reason why they should upgrade their tier I'm going to talk about that in a second sorry um and just explain different benefits and what they need to do in order to get them yeah perfect and you prefaced it beautifully we're now on the membership to your slide but um yeah what is the the are people in the audience who maybe also have a subscription product or they have a product with membership tiers or just like different plans that folks are on that maybe require different messaging how do you personalize messaging based on those membership tiers and why does that make a difference I guess yeah so I looked at these messages they're in two types of ways so there's one message that's notifying people of a change in their in their tier um for which we mainly use push notification and then there's the second type of message that not only tells you which tier you are but also what it means that you're just here what what benefits you you can expect um and it's also for us it's really important to to notify people as soon as they reach the tier which for us is possible because if if the attribute membership here changes because they're in the campaign they get sent a push notification and email immediately and and we don't have to to worry about that um yeah and another another uh scenario where this is really important would be for example because changes in membership tiers aren't always positive because they can also downgrade and being there and sending a message at that moment because it's not always intentional sometimes people aren't aware that they're being downgraded that can really be be the final thing to nudge people back into doing the action of upgrading again which for us is a very high value action yeah it sounds like getting that message to them at the right moment is part of uh part of the equation here yeah it really is because like if we will be late with that like our community would be very quick to to called customer service or something and ask what's what's up which which in the end is is a good thing but ideally they don't have to do that and we are there right at the moment where it happens yeah for somebody who in the audience who maybe is thinking about how do I not over message my user or actually more specifically which channel should I use at each you know at each part of the the customer life cycle I've heard you mention in-app messages um to help people join Community push notifications also email are those the primary channels you're using and when would you recommend using one versus the other or does it depend uh yeah so so we actually we thought about this quite a lot and where we arrived at at the end is to use push notification again to to notify people for the for all of these changes immediately which especially in a downgrade is it is very important to be to be on time there um and another thing here that we that we thought about quite a lot is should people go through this campaign more than once should we send someone a message if someone like reaches it here a second time should we send the message again um and and concerns that we had there in the beginning were like are people going to unsubscribe because they're getting too many messages and is it even worth spending it more than once so so we ran a test on that and and what we saw in the end is people did actually upgrade um which actually happened after the the email that people received um and unsubscribed rates stayed low luckily uh which is why in the end we decided that yes it really does make sense to tell people when they reach it here every single time instead of just the first time yeah that this is a really interesting um test we're on the slide now too that that's showing off kind of that increase in conversion rates um and unsubscribers staying low I think myself as somebody who does some email marketing or just some some messaging automation thinking like oh man like I need to come up with a different message every time because I don't want them to be able to pull up their whole inbox and be able to see that maybe one message matches the other um I think like as I'm listening to you talk through this experiment is kind of realizing that that's maybe not user Behavior like they're more interested that you are in fact letting them know a crucial thing that's valuable to their experience and letting them know each time rather than saying hey this is the same message I'm gonna unsubscribe or something like that um so really interesting the kind of you ran this test and found that yeah I almost started to think about it more of a transactional message sort of like a receipt instead of a marketing message because that way like you understand why people aren't bothered by it because it really showed that they weren't yeah and I'm guessing those messages were pretty short concise and to the point or versus something that's lengthier and harder to digest quickly where they they kind of like a transactional that in the content too yeah exactly especially the the push notifications and then for the email that that one is more for okay what can I do now that I'm I'm a gold member what what perks to uh do I get now and I think if if I'm gonna get a message more than once to an email and it's reminding me of value or that more value that I could have I I feel like as a consumer too that's a great email to get more than once because hey if you're not using the full value then you find something new that you can be using perfect like that that's an improvement in product experience too yeah I I agree it's better than a bad message all right let's go into retention here um in this next life cycle stage and this is actually our final one um before we get to some q a here at the end um in about 10 minutes but before we do so inevitably I think um as lifecycle marketers we hope that 100 of people activate you know and we can retain 100 of the people but obviously that that's not the ideal world that we live in people downgrade or they fall in active for a variety of reasons maybe it's like we were just saying maybe they weren't finding enough value or they didn't find their way to Value efficiently enough maybe they just literally forgot or like we talked about in last month's mobile webinar maybe they just needed more space on their iPhone and so they had to delete a couple apps just because they uh you know wanted to take a photo and their uh their memory was full on their phone so um let's talk about retention here Lucas what behaviors kind of indicate to you that somebody maybe is at risk of inactivity or churn and again what's your messaging strategy at that point so just just to clarify here um churn and and the messages you just talked about so far have been our our highest priority because we've been blessed with a very very low churn rate due to our product our project being much more long-term focused and that's something our community knows um but when when the churn is turned is happening uh what what we're looking for is to make it funnily enough as easy for them to to go away as as possible uh so we're looking for it to be very safe secure um for people to offload their assets and and giving them the peace of mind that they're confident confidential data is is being handled right and then of course to to keep the door open should they return um but what what you talked about that what we're doing preemptively um at the moment not as much because we're more focused on on those earlier stages in in the life cycle compared to the the late last ones yeah if for somebody in the audience who maybe is more focused on retention um just hypothetically like what kind of data points would you start to look at to kind of like identify where those moments are or where you need to jump in do you have any kind of process of how you'd approach that or how you'd recommend somebody approach finding out where the retention moments are yeah so um it's probably different different for for every company but but for us if you look for example at the data for what assets people hold I think that's something that you can really read a lot into so so for example if somebody um thinking about Journal if somebody would be withdrawing uh repeatedly that would be my my number one red flag that that he's about to turn indefinitely and withdraw all of their their assets so so that's something that we would want to come here and send a message to get back into people's good graces yeah but then also to to to keep making it like letting people know that if they want to leave they can and we're going to make that process as as easy and complicated and safe for them as possible yeah that's um I love that shout out there and I I feel like that's um customer experience at its finest of even when you've decided to leave we're gonna be helpful um versus you know just we of course we want to win you back but um I think somebody in a previous webinar a couple months ago was talking about the same thing of sometimes it's okay to not fight uh turn at every moment sometimes it's letting it happen being very helpful in that process and then also understanding why they're maybe leaving so that when you re-engage them months down the line you kind of have a data point that you know the reason why and you can help them back that much easier or if it's something where they just you know didn't have time to really set the product up this month maybe that's great like maybe then when you win them back it's just finding them um staying in their inbox so that at that right moment when they do have time or they're reinspired maybe they just read a book on crypto and now they're reinspired they're ready to go and you're you're top of mind and first thing so um I love kind of how you describe your approach there too no I think you made you made a great point there because like as I was saying earlier things in crypto move very fast and I think that the more difficult we make it for someone to leave the the less likely they are to actually come back to us once another bull market hits for example and and as you say staying on top of Mind especially if people decide to go back into into investing that's that's something that's really valuable yeah I want to get into one more topic here um before we jump into q a and that has to do with um kind of a global audience I think at customer we have companies that use our product all over the world literally every every continent um every time zone and so you know we have folks who are speaking a lot of different languages I know um for high that's a similar thing for you but um I I think you talked before we jumped on this webinar that your audience at high speaks uh are you you engage your audience in 10 different languages and so I just want to know maybe for folks in the audience too who have a global audience or who maybe even are just managing just a couple different languages that Their audience speaks how are you messaging um your users in their different languages how does that personalization work and what have you found has been the experience there and just just really quick before we start I I'm happy we're at this topic now because localization is one one of my favorite topics here and especially the the interplay with customer i o um so how we do it and it goes back to what I was saying before giving people the freedom to to choose how they want to communicate with us with in in many cases that means in their native language so that's something that we really put a lot of emphasis on and that we go a lot of effort through to to make that possible because we we got a bunch of very great in-house translators um but we we are also like to to make all of that happen but we are seeing it it payoff um when it comes to improved engagement you imagine open rates click rates um and also just that the overall user friendliness so um I'm not sure if you're showing what you're showing right now um but I'm just going to assume it's the right one because you're great at what you're doing we're on the multi-language slide yep perfect thanks um so what what we can really see is when we send a message um that's being translated to everybody who speaks that language open rates are much much higher generally than than they are when we send a more General message that's being sent in English to to everybody um and then there's also the the user friendliness Factor that's really not that easy to to put into numbers so that it's really effort that's that's worth putting in um if if you ask me yeah and we're sitting on the slide that's showing um those open rates you know across different uh languages I believe there's I.T so is that Italian maybe um there's es Spanish um and then we have French and Japanese I believe and then at the top um we have the Baseline um General send for this this whole email so um yeah is that what what does it look like for a market or two to be able to look at the the differences in each language um I mean that's something that's a little bit more difficult probably if you aren't separating languages out like this or in this exact same format um yeah how is that kind of affected your approach uh yeah it's it's just as you're saying like make analyzing it is almost as interesting because or even more so maybe because not only is it nice to see a high open rate but you then also see okay people in Germany really really like this topic that's really a product that that they're more interested in than other markets maybe and then this can also help inform future messaging strategy and just in itself is is really valuable yeah I I again Lucas I appreciate you kind of sharing screenshots of different tests and use cases you run I think uh personally again I I love coming to these webinars and watching this kind of stuff when we get these really specific learnings and findings so number one I really appreciate you bringing this level of detail and I think one thing too for the audience we actually talked about this again and I'm referencing back to previous webinars but um somebody was mentioning how personalization doesn't necessarily have to be this you know big magic design change or something that um is really like I don't know a niche change inside your email that pulls in some specific number it might just be like getting the the message at the right time and in the right language might be the first two most impactful steps to you know doing good personalization it doesn't have to be some fancy design change it might just be making sure that your user can read it and they get it in a moment where they're willing to read it have you seen anything else personalization wise that's that's worked well and maybe it's easy to implement for the audience uh just just really quickly what you just said I I really couldn't agree more that it's much more about the typing and what you're saying in in the email than little tidbits of personal personalization like it's pretty standard nowadays to to use the the first name in an email um but as you said timing in the end is just so much so much more important than that's not it's nice to have but it's not really what it's about to see my first name on the top of an email um but yeah for for other other personalization when you're asking it the three big ones that we we look at for for personalization here is is the membership tier also again because timing is is really what we're looking for here and and then the other one um now in the opposite way of how I was talking about it earlier would be the looking at what assets people hold and really understanding that there's a lot you can you can read into here because for example if we see someone repeatedly buying a Matic for example we can then conclude that they're probably much more interested in an upcoming partnership that we have so um that's that's the ones that they were mainly looking at at the moment but the the big one here is is still language just to provide this Baseline of making sure our audience actually understands their email yeah I think sometimes I think back to like before the time of email or before the time of even the internet and thinking you know let's imagine somebody is coming to the market they always buy bread on a Saturday and um does it make sense to walk up to them on a Wednesday and say hey do you want to buy noodles or something else um no if you're the if you're the person at that little market you know that this person has a need for bread on a Saturday um so you should just ask them on Saturday if they need bread so I this is you know a strange example I'm bringing up but I think about it it really helps me put me in the mindset of when I'm sending out this email what do I know about the person and how can I just simply use that to help make it you know keep them going in the right direction versus distract them towards something else um yeah I don't know why my mind jumps to these old school examples but it seems really a simple uh thing across the board I think it's a perfect example that shows how how past Behavior really is a good indicator for future Behavior and and I really like your point about why why would you distract someone when you instead could uh what you just said yeah it's almost like uh you shouldn't try to wow somebody with personalization you should just show that you understand what they need um and maybe it all comes down to understanding I as I'm saying this out I'm more uh telling myself keep keep focusing on this Cody keep focusing no but I'm with you there because it it's in the end it's not about me showing off that oh I can put a first name here if I want to right in the end like what you're trying to do is you're trying to increase value for for a customer which you could argue you're doing by putting the name here but it's it's not the most important thing right yeah actually um our uh customer IO earlier this year we acquired a company called parcel which makes it um easy for email developers to create create emails and write code and find bugs a lot easier than in other HTML editors I think anybody who does email knows that um the HTML and the coding is a little bit different than sometimes your your basic website code because you're rendering a bunch of different inboxes what I'm really getting to by bringing that up here is um Naomi our uh marketer who works on parcel she actually in their first welcome email um messes up the liquid for first name on purpose just as a joke of like hey this isn't uh you know personalization but we're making a little joke here that all email marketers can uh relate to so love your points there that was just a little side uh tidbit but um Lucas for the sake of time I want to make sure we have a couple minutes here for questions at the end but before we do um for anybody in the audience like we've been talking about a lot of customer i o use cases so if you are wanting to see more of customer i o and easy Next Step hop on our website you can start a trial or or start ask for a demo if you'd rather kind of see us walk through this uh workflow Builder and some of these use cases that Lucas has talked about but I always say when in doubt test it out so if you want to get your hands dirty you want to see how the interface Works a trial is a great place to start Lucas we super appreciate you coming on and again sharing so much detail sharing screenshots um I think that makes it really valuable so appreciate you so much for that no thank thank you for for making the whole experiences experience really great from from start to finish really you you've been great here Cody and and what you just said about like oh you're gonna jump back make your own changes like I think I had at least four ideas of things I I actually want to put in my campaigns while preparing for this call so I guess it's already been a great year I love it very good thank you very much for the invitation it was yes thank you we appreciate you staying up late for us [Music]