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ANALYSIS

Noon-10pm: Best time engage with users in Mena

DUBAI, May 24, 2022

While engaging with users in the Mena region, 12-10pm is the most effective time as the highest conversion rates are achieved during that time slot, said retention SaaS leader WebEngage in a new report.

The best time to send emails in the Mena region is between 4pm and 8pm, with 24% of conversions happening during this time, while the best time to send WhatsApp messages is between 12–4pm, with 33% of all conversions happening during this time, according to WebEngage’s 2022 edition of Trends & Insights Report.

Meanwhile, the best time to send WhatsApp messages is between 12–4pm, with 33% of all conversions happening during this time, the leading SaaS company has revealed.

Titled “Cross Channel User Engagement – A Winner’s Playbook”, the report uncovers that dynamic lifecycle campaigns generate 2–7X more click-through and conversion rates than standalone campaigns.

In addition, WebEngage has also assembled fail-proof marketing strategies being adopted by leading brands and digital marketers, especially in the aftermath of the pandemic outbreak and the accompanying increase in digitalization. The comprehensive report also touches upon how the omnichannel strategies and each channel have contributed to the bottom lines of digital-first organizations.

Highlights of the report:

•    The correlation between the global crisis and the increase in channel adoptions between 2020–22
•    Uptake of contextualized and personalized campaigns in relation to standalone promotional campaigns
•    Industry-specific channel bifurcation strategies
•    Current trends in channel bifurcation strategies across industries
•    Preferred channels for user engagement across geographies
•    Best time slots for user engagement in specific channels and geographies

“I’d rather call this a cheat sheet than a playbook because, to the right eye, it’s a fail-proof customer retention strategy on a platter. Today’s customers are spoilt for choices, and they expect brands to go above and beyond their normal code of conduct,” said Chirag Parmar, Senior  Manager - Special Projects, WebEngage.

“They expect brands to not just understand their needs but predict their requirements. With thousands of data points a brand tracks per user, it is only fitting for customers to expect a hyper-personalized experience. If there’s anything the last couple of years have taught us, it is that challenges, and opportunities, will keep emerging. Experimenting, adapting, and course-correcting are the only way out.”

Parmar noted that consumer buying behaviour has evolved, and continues to evolve drastically. As a result, it has become mission-critical for brands to pivot to omnichannel approaches and engage the right customer at the right time through the right channels.

WebEngage has released insights pertaining to industries as diverse as B2B, BFSI, Fin-Tech, eCommerce, Ed-Tech, Gaming, Healthcare, Media & Entertainment, and Travel & Hospitality. The insights are based on the analysis of 400+ billion messages and 835+ billion user events, across 10 industries and five regions between 2020–22.

“We’ve experienced 3–4 years of growth in just 3–4 quarters for our customers. They’ve been resilient, innovative, and heavily invested in focusing on a single north-star metric: Customer Retention. Customer retention has been, and continues to be, the differentiating strategy of sustainable, high-growth businesses and unicorn bubbles,” said Avlesh Singh, Co-Founder & CEO, WebEngage.

“The marketing landscape has dramatically changed. With advancements in technology and the availability of data, the struggle is no longer to find what sticks but more towards bringing a synergy between data and technology. It’s the era of predictive marketing, where marketers now need to think beyond just witty one-liners and eye-catching graphics.”

WebEngage has assumed a leading position in the global SaaS value chain, particularly in the Mena region. Its client eXtra — Saudi Arabia’s fastest-growing retail brand — recently announced a 33% increase in purchases through localized user engagement campaigns. Similarly, another client Gourmet — a leading retailer in Egypt — announced a 20% increase in customer retention. Both the brands had adopted WebEngage’s full-stack Retention Operating System.

Fuelled by such successes, WebEngage has recently expanded into South Africa and Nigeria, scaling its existing operations in the UAE, KSA, Egypt, Kuwait, and Qatar. – TradeArabia News Service




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