Traditional messaging campaigns, whether email, SMS, or push notifications, are designed to target specific user segments created based on arbitrary rules. Those rules are declared based on one's intuition and limited understanding of their audience's diverse preferences and needs.
Moreover, teams have no choice but to rely heavily on industry benchmarks to predetermine the best time and channel for a campaign.
For example, many marketers send push notifications at 8 PM on Fridays, based on data suggesting higher engagement rates during that time. However, this approach often fails to account for a user’s unique preferences and behaviors, leading to missed opportunities for engagement and conversion.
Moreover, traditional campaigns often depend on rigid segmentation, dividing users into demographic categories and lifecycle stages like new, inactivate, and churned. While these segments can provide some insights, they don't capture the complexity and nuance of individual user behavior and preferences.
However, Aampe presents a revolutionary approach with message catalogs. By embracing dynamic, individualized engagement, message catalogs offer a diverse library of messages that cater to all users, surpassing the constraints of traditional campaigns.
Aampe offers Agentic Personalization Infrastructure which, once deployed, continuously learns user preferences and optimizes the delivery of messages and in-app experiences, enabling product and marketing teams to build strong customer relationships.
What Are Message Catalogs?
Message catalogs are curated assortments of diverse messages designed to address various user needs and preferences. Instead of creating a few campaigns for narrow segments, I can develop a comprehensive library of messages targeting the diverse audiences that our brand caters to. This approach not only simplifies the management of communication strategies but also enhances their effectiveness in several key ways.
Message catalogs enable highly personalized experiences by offering a wide variety of messages tailored to a user’s needs and preferences. Each user receives messages that resonate with their unique interests and actions, which increases the likelihood of engagement and conversion. Finally, it also enables me to have a user-centric approach. Focusing on user’s needs and preferences rather than broad segments ensures that each interaction feels hyper-personalized and relevant. This user-centric approach fosters stronger relationships and loyalty, ultimately enhancing the effectiveness of our communication strategy.
Aampe’s AI agents cluster data, identify patterns of user behavior continuously, and select and send the message the user is most likely to engage with at the right time. It’s like having a digital colleague added to my team for every single user. They look at each user, understand their behavior and preferences, and act accordingly.
Having a centralized repository, like a comprehensive library of pre-written messages, simplifies the management of communication strategies. I no longer need to create new campaigns from scratch for each segment. Instead, I can draw from an existing pool of messages, saving time and resources. Additionally, a message catalog is very flexible. It allows me to add new messages for our audiences without having to think about whether it fits into a fixed “user journey” or “campaign flow.”
Another effect of working with message catalogs is that with Aampe, I can rely on data-driven insights to guide our strategies, leading to more objective and effective communication. It also eliminates the false consensus effect where we project our own preferences onto users. Instead, decisions are based on behavioral data, resulting in more relevant and engaging messages.
It's time to challenge the old-school hypothesis that we can predict which content will match which user. In truth, the landscape is too complex, and our assumptions often fall short. For example, why assume that blog articles don't lead users to a conversion event or that users only get reactivated with voucher codes? In reality, user preferences and behaviors are far more nuanced.
We always talk about personalization as a primary goal, and we must admit that we can only personalize communication when we know our users on a deeper level. Instead of creating campaigns that only resonate with a fraction of our user base and convert an even smaller portion of recipients, we use message catalogs in Aampe. This approach involves building numerous campaigns of various types for all users, regardless of their lifecycle stage.
If needed, I can still segment users and include triggered messages like cart abandonment, friend referrals, and welcome messages. However, with a message catalog, my AI agents can choose from various messages and learn which types resonate best with each user. The more choices I give my agents, the more effective and happy they become!
The primary purpose of message catalogs is to give my AI agents numerous options to present to users. Each message in this catalog comprises a multitude of labeled content variants.
These catalogs encompass a wide range of message types, such as:
- Tips and Tricks: Valuable advice and shortcuts that can enhance the user experience with a product or service. Example: "Did you know you can double-tap to save your favorite items quickly?"
- Blog Content: Summaries or snippets from pertinent blog posts that drive traffic and engagement with the website. For example, "Check out our latest blog post on 10 ways to optimize your workspace for productivity."
- User Testimonials: Positive feedback and stories from satisfied customers can build trust and credibility. Example: "Here's what Jane from New York says about our service: 'Absolutely transformed my daily routine!'"
- FAQs: Commonly asked questions and their answers to help users quickly find solutions to their problems. Example: "Wondering how to reset your password? Here's a step-by-step guide."
- Inspirational Quotes: Motivational and inspirational quotes that resonate with the audience and encourage engagement. Example: "Remember, 'The only limit to our realization of tomorrow is our doubts of today.' – FDR"
- Basic Campaigns: Standard messages for routine campaigns, such as abandoned cart reminders, welcome messages, and promotional offers. Example: "It looks like you left something behind! Complete your purchase now and enjoy 10% off."
Closing thoughts: Agents Love to Work with Humans
We often get asked if the AI created the messages and sent them. That is not the case. We need human input, and we love to make the connection between human input and AI agents. As humans, we know what we want, but we also know what we want the output to be. Our customers curate their messages and variants themselves, or if they want, with our help. When you hear content variants, you might think about a lot of work to produce those, but you will see how many message variants you can have in one message. Those messages, once deployed, might need some fresh content from time to time, but they will live for a long time without additional effort from your side.
Sometimes, I am surprised by the content I can use without putting much effort into it because it's already there, like app store testimonials, blog content, or FAQs. Once the messages are live, aka handed over to our AI agents, I can lean back and watch the magic unfold. Well, it's science, not so much magic, but now my agents will talk to our users. They will find out their preferences, preferred schedules, and channels. They will adapt to the users. It's like having a co-pilot to understand each user. I can imagine myself sitting next to the user and listening to how their day was and what their schedule for the rest of the week might look like.
In a world where user preferences constantly evolve, more personalized and dynamic campaigns are required. By integrating a diverse array of messages and harnessing the power of AI agents, I can free myself from traditional limitations and create truly personalized user experiences. The guesswork is eliminated, and data-driven insights pave the way for more effective and meaningful interactions.
