In today’s business landscape, few things matter more than customer engagement. Consumer attention spans are at an all-time low and holding onto that attention once you have it can be tricky.
This is where engagement comes in. If you can produce content that engages your audience, you have more chance of retaining their attention. This, in turn, helps to create a loyal customer base over time.
Personalization is by far the best way to ensure consumer engagement in the long run. You’re always more likely to give your attention to content that’s been tailored to your needs and tastes. However, the trouble often lies in the execution, and the larger your consumer base, the more complex it becomes.
Fortunately, there are some great tools available to simplify this process. Chief among them is Amazon Pinpoint. Here’s a complete guide to what it is and how you can make it work for your business.
What is Amazon Pinpoint?
Amazon Pinpoint is a marketing communications service that lets you engage with your audience on multiple platforms. It allows you to get in touch with customers through a variety of mediums, from email lists and SMSs to push notifications and voice messaging. What’s more, it’s a scalable service that will help you stay on top of your communications as your consumer base grows.
How does it work?
Before we go ahead and look at how you can use Amazon Pinpoint for your business, it’s important to understand how it all works.
Amazon Pinpoint uses a cyclic formula. You start off by feeding your existing customer and usage data into the system. The system then classifies your audience into targetable segments and allows you to set up different campaigns for each of them.
Transactional messages can also be set up and sent to specific customers using Amazon Pinpoint. These range from one-time passcodes to failed payment notifications.
Both campaign and transactional messages are delivered to consumers via email, SMS, voice, and push notification channels. The delivery and engagement with these messages are collected as data by Amazon Pinpoint.
This information is then used to once again refine your audience segments and create evermore engaging and personalized campaigns. And so the loop continues, and the whole process is re-optimized with each round.
The main features
Now you understand the way Amazon Pinpoint works, let’s take a closer look at its main features and their utility from a marketing perspective.
1. Audience categorization
To produce personalized content for your customers, you need to first identify what they’re looking for. This is easier said than done when you’re dealing with a large consumer base. Luckily, that’s where Amazon Pinpoint comes in.
Based on first and third-party data sources, Amazon Pinpoint will segment your customers into clearly defined categories. This will help you gain a much better understanding of who they are. It also helps identify where certain audience segments reside in your digital marketing funnel.
From here, developing personalized content for each segment becomes a far simpler affair. Of course, part of what makes Amazon Pinpoint such great customer engagement software is that it doesn’t stop there.
2. Developing messaging campaigns
Once your audience has been carefully categorized into different groups, Amazon Pinpoint gives you all the tools needed to create and tailor the perfect messaging campaign for each segment.
Essentially, you’ll be able to design campaigns that deliver specific messages to specific audience segments at a specified time. Naturally, you can run these campaigns on all the different platforms Amazon Pinpoint supports.
3. Creating user journeys
One of the biggest draws of Amazon Pinpoint is it allows you to structure personalized multi-step customer experiences. This means you can construct specific user journeys based on audience attributes and behaviors.
For instance, you can create a journey that starts with an email being sent to a select group of customers. The next steps in the experience can then be set up based on the actions each customer takes e.g. did they click on the link or was the message ignored? This feature can be incredibly useful in solving the issue of abandoned digital carts.
4. Creating templates
When it comes to messaging your customers, consistency is key. For instance, if your SaaS site design varies from the design of your promotional messages, customers are likely to notice the discrepancy. This will leave some confused and, in the worst cases, can lead to consumers questioning the legitimacy of your brand.
You can overcome this by creating message templates on Amazon Pinpoint. Message templates contain content you can reuse and help keep everything consistent for consumers through each part of the customer journey.
5. Delivering personalized content
We’ve already established the importance of creating personalized content. Having an effective delivery system for this is of equal importance. By taking your users’ previous behaviors into account, Amazon Pinpoint is able to deliver dynamic personalized messages to consumers.
The process of personalization can be streamlined by adding personal content into your message templates. You can use the data gathered by Amazon Pinpoint for this purpose or take things a step further by using Amazon Personalize. Here, you can employ machine learning systems to include the most relevant promotions and messages for individual recipients.
6. User behavior analysis
Constant analysis of user data is vital for determining the effectiveness of your current campaigns and optimizing future ones. While there are plenty of analytics tools to choose from, Amazon Pinpoint shines through owing to its effectiveness and ease of use.
It can detail a variety of engagement metrics, from purchase behaviors to demographics. Additionally, it will track your message traffic, which should help you improve campaign efficiency in the long run.
Using Amazon Pinpoint
Now you understand how Amazon Pinpoint works and the tools it has to offer, it’s time to take a look at how to implement it in your marketing communications.
Creating your messages
Use the different features Amazon Pinpoint offers to create the best possible marketing messages for customers. Once your audience has been segmented, craft tailored content and user journeys for each division. Be sure to make ample use of Amazon Pinpoint’s template system to ensure a degree of consistency is maintained throughout your communications.
Once you have a basic idea of the type of content that works with a certain audience, don’t be afraid to experiment a little. Use Amazon Pinpoint to craft specialized campaigns with a high degree of personalization – think special discounts or unique subscription deals.
When you’ve captured the attention of your audience, be sure to provide them with novel messages that stoke their intrigue. This will increase the likelihood of customers forming a lasting connection with your brand.
You can also use Amazon Pinpoint to send test emails within your organization. This can be a great way to gauge how consumers might react to campaigns and may even help with overall team collaboration.
Setting up transactional messages
Speed and efficiency are two things customers have come to expect from the brands they interact with. By setting up transactional messages via Amazon Pinpoint, you can make sure urgent information is delivered to your customers as fast as possible.
Trigger-based messages, like purchase notifications and one-time passcodes, will instantly be delivered to customers across channels. What’s more, transactional messages work both ways. This means your customers have a quick and easy way to message your brand directly, which helps foster a lasting two-way communication stream.
Amazon Pinpoint is a great choice for your business regardless of size. However, it can be especially useful for growing businesses due to its scalability. Simply put, you can use the software to send messages to millions of people if you so wish. And of course, these messages can be personalized to a high degree while still being consistent with your brand identity.
The advantage of having Amazon Pinpoint by your side as your business grows is that it will provide accurate analytics for your marketing communications. As the software completes each one of its data loops, you’ll have access to more information about your customers’ behaviors and preferences. Naturally, this will facilitate even more growth for your business.
You can also opt for tools like Amazon Attribution to get your hands on even more valuable analytics.
So, you now have all the information you need to get started with Amazon Pinpoint. If you’re looking for campaign management software that doubles as an analytics tool and is scalable, this is a perfect choice.
You can begin using Amazon Pinpoint by taking advantage of its free tier, which covers the costs of the first 5,000 targeted users per month. Once the limits of the free tier have been exceeded, you’ll have to switch to a pay-per-use model.
Simply put, Amazon Pinpoint is at the forefront of modern business communications, and it’s a tool that can help your business grow through reliable data and effective consumer messaging.
About The Author:
Jenna Bunnell is the Senior Manager for Content Marketing at Dialpad, an AI-incorporated cloud-hosted unified communications system that provides valuable call details for business owners and sales representatives. She is driven and passionate about communicating a brand’s design sensibility and visualizing how content can be presented in creative and comprehensive ways. She has also written for sites such as Smile.io and Paytabs.com. Check out her LinkedIn profile.