Across the world, government regulations have been steering companies to become more trustworthy and transparent with how they collect, manage, and protect customer data. Otherwise, they could face major fines or penalties.
It’s no surprise that globally, 71% of consumers are demanding greater privacy and transparency from B2C companies, according to Twilio’s 2022 State of Customer Engagement report. And 43% of companies say consumers will stop purchasing their products if they don't meet their data privacy requirements.
However, while 95% of B2C companies believe consumers trust them to protect their data, only 65% of consumers actually trust the brands they do business with. That’s why protecting customer data and maintaining trust as data stewards is paramount for businesses looking to grow and maintain their customer base.
Twilio’s Customer Engagement Platform, powered by Twilio Segment’s Customer Data Platform, allows companies to securely collect and use zero-party as well as first-party customer data to build trusted customer relationships. After all, 85% of consumers want brands to make use of only first-party data when creating personalized services.
This is customer data that all teams have access to in real time in order to deliver consistent, personalized experiences across every interaction. Twilio Segment also enables companies to know customers individually and build loyalty with every interaction. With Twilio’s CEP, executives can manage their customer data while delivering impactful, personalized engagement.
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.
