Personalization is the cornerstone of great customer engagement. Yet while 75% of companies claim to provide good or excellent personalized services, 48% of consumers disagree, according to Twilio’s 2022 State of Customer Engagement Report. And, nearly two thirds of consumers say they’ll stop using a brand if it doesn’t personalize their experience.
With Twilio’s Customer Engagement Platform, powered by Twilio Segment, executives and their companies can harness customer data to power omnichannel, personalized engagement. They’ll be able to engage customers precisely when, where, and how they prefer, based upon insights from data.
Now that Twilio Engage is generally available to customers, businesses can engage customers in real time with a unified, data-first marketing solution.
How do customers and companies feel about the impact of personalization?
98% of B2C companies say that personalization increases customer loyalty
83% of consumers believe that personalization increases their loyalty to a brand
Source: Twilio’s 2022 State of Customer Engagement Report
How Vacasa achieves 3x more bookings with personalized campaigns
Vacasa provides a vacation rental management platform for homeowners to maximize revenue while helping guests relax comfortably in professionally managed homes. To stay competitive in the travel industry, Vacasa needed innovative ways to engage with customers. At the same time, they were looking to optimize spend by putting customer data at the center of all marketing and lifecycle campaigns to drive more predictable outcomes.
With Twilio Segment, Vacasa could access a CDP that unifies customer data across various touchpoints, while providing a single source of truth for teams. It also equipped Vacasa with the data needed to understand customers’ journeys and campaign performances on a more granular level in order to increase conversion rates: from welcome text messages, to email opens, and site reservations, all in one place.
21% email open rates for Vacasa’s marketing campaigns built with Twilio
Source: Twilio
Using Twilio’s Programmable Messaging API and Twilio SendGrid’s Email API, Vacasa can send timely promotional messages to users. After texts and emails are successfully delivered, Twilio Segment’s intelligent event capture enables Vacasa to see the impact beyond just clicks and conversions, building more intelligent marketing and lifecycle campaigns in the process.
Additionally, Twilio Segment enables Vacasa to build custom audiences based on specific data attributes, reaching customers—both guests and homeowners—with highly personalized campaigns and communications. These personalized campaigns have increased engagement rates across the board for Vacasa. Email marketing campaigns sent to 500K recipients consistently reach over 21% open rates, performing well above industry benchmarks.
Vacasa can also create personalized subject lines based on user-data that return higher click rates compared to static subject lines in the team’s A/B tests. Strong subject lines yield engagement, and ultimately more bookings. Users who open and click Vacasa’s marketing emails are 3-10X more likely to book than users who open the emails without clicking.
