Against the backdrop of increased competition, arbitrageurs are increasingly collecting contacts, including emails and phone numbers, and creating sales funnels using chatbots and messengers. This allows them to generate additional revenue from each interaction. For example, PDL actively uses the strategy of accumulating contact data, as it is becoming increasingly difficult to convince users to fill out an application from the first click.
In this article, we will consider what trends and changes we can expect in the field of retention marketing in 2024.
What is retention marketing?
Retention marketing is a tactic aimed at maintaining and strengthening the connection with current customers. It is based on establishing and maintaining long-term interactions with consumers. The key tools of this strategy include:
- E-mailings. Personalized emails with news about discounts, promotions, loyalty programs designed to strengthen customer loyalty and keep in touch with them.
- Automated chatbots. They help in simplifying customer interaction by offering information about products, services, and also assist in placing orders or reservations.
- Messengers. Use popular messengers (for example, WhatsApp, Telegram, Viber) to communicate directly with customers. Through these channels, you can send notifications about orders, special offers, or delivery, which helps to retain customers.
- Mobile messages and SMS. Short messages sent through apps or text services inform about discounts, promotions, or other important events, keeping in touch with consumers.
- Mobile applications. Through mobile platforms, you can send customized offers, collect data and receive feedback, which helps maintain customer relationships.
- Social media. Interaction through posts, contests, answering questions or comments from users helps develop loyalty and strengthen brand relationships.
- Online forums and communities. Participation in dialogues and discussions on forums or specialized platforms where users share their experiences and feedback also helps to retain the audience.
Current trends in retention marketing
Data security, trust, and transparency
One of the main priorities of all advertising platforms in recent years has been to strengthen the protection of user information, which directly relates to retention marketing. At the end of 2023, Google introduced large-scale changes for email senders, focusing on data security.
Highlights of the innovations:
- Setting up SPFPF and DKIM for sender authentication;
- Implementation of a mandatory DMARC policy;
- Actual DNS records;
- The ability to unsubscribe with one click.
This trend is primarily related to email marketing.
Individual approach
The personalized approach involves the use of user data (for example, name, products viewed, interests, etc.) to make the message more meaningful and relevant to their expectations.
Messages created with such data are 41% more likely to be interesting than those that do not take into account the characteristics of each subscriber.
Application of AI in online marketing
Modern technologies are actively penetrating online marketing. In arbitrage, artificial intelligence successfully solves various tasks, including:
- development of content plans;
- preparation of text materials;
- creation of graphics for posts;
- development of creative ideas for various information occasions;
- and much more.
Ways to increase CTR
It’s not enough to just deliver an email – it’s important that the recipient notices it, studies it, and follows the attached link. In 2024, the introduction of tools that stimulate the growth of CTR in communications will become a popular trend.
Gamification
Advertising newsletters and messages began to bore users, which led to the emergence of a popular trend in recent years – gamification. This tool is actively used by webmasters both to expand their contact database and to increase the click-through rate of email campaigns.
Examples of gamification elements:
- Wheel of Fortune, where the visitor is offered a spin with a chance to “win” a discount or a favorable loan at a minimum interest rate.
- Quizzes, according to the results of which users receive rewards.
- Quests.
Animation elements in messages
Using animation in messages opens up many possibilities:
- capturing the attention of the audience,
- increase conversion rates,
- improving the visual component,
- increase the degree of engagement,
- creating an emotional response.
Elements for interaction on web pages
Interactive elements on online platforms remain an important tool for building a contact base. In 2024, their popularity will not decrease. The more thoughtful and attractive such an element is, the higher its engagement will be, which will lead to the expansion of the audience and increase in revenues.
Omnichannel strategy
One of the key trends in 2024 was the expansion of interaction channels.
Using a variety of channels for newsletters helps to:
- Effectively build communication with the audience, taking into account their preferences in choosing communication tools;
- increase the likelihood of successful message delivery and, accordingly, stimulate sales growth;
- increase traffic to the web resource.
Automation and machine learning
Automation and machine learning are central to the trends of 2024. Here are the opportunities they open up:
- Personalized interaction. Automation tools collect and analyze customer data to identify their preferences and behavioral patterns. Then, machine learning algorithms customize communications – whether emails or push notifications – with individualized offers and recommendations. This approach improves the customer experience and increases loyalty.
- Segmentation and targeted advertising. Machine learning algorithms are able to divide customers into groups according to various criteria, including purchase history and demographic characteristics. After that, automated systems send relevant marketing messages, providing a targeted approach to each customer, taking into account their needs.
- Predictive analytics. Using historical data, machine learning models are able to predict customer churn and identify those who may leave. Automation allows you to launch retention campaigns, including special offers and personalized messages, to prevent customer loss in advance.
- Campaign optimization. Automation enables you to manage customer retention campaigns in real time. Machine learning algorithms analyze the results and reactions of customers, adapting parameters such as time, content, and channels to maximize efficiency.
- Customer support. Machine learning-based chatbots provide instant answers to customer queries and help solve their problems. By providing timely support and useful information, they help to increase customer satisfaction and loyalty.
- Reviews analysis. Machine learning algorithms are able to process customer feedback coming through surveys, reviews, and social media. Automated tools classify and analyze this data, identifying trends and problems, which allows companies to improve their products and services, as well as the quality of service.
Conclusion
Retention marketing plays a key role in traffic arbitrage. In the face of increasing competition, those webmasters who manage to form a high-quality customer base and pay attention to its retention and monetization will have every opportunity to achieve a stable and high income.