“Fish where the fish are." It’s sound advice for any marketer, but not always easy to achieve. The people who are driving by or physically inside your business? They represent important sales opportunities. Thankfully, geofence alerts help us make the most of those opportunities. They’re up to 20 times more effective than generic banner ads. So, what tools do you need to “go fishing," and how can you make sure you’re using the right bait? Let’s discuss.

Geofencing vs geotargeting

Now, before we get started, there’s an important distinction to be made. First, let’s review the differences between geofencing and geotargeting. It will help us understand the tools we can use later.

Geotargeting

Geotargeting is a general term for using a person’s location advertise to them. And, this isn’t always their real-time location. For example, it could be based on their home zip code. You could send them promotions about sales going on at the store closest to their zip code.

Essentially, geotargeting uses a segment of your customer data. You could use their IP address, home address, or a place which they last purchased an item. When it comes to segmenting customers, location is an important data point to capture. For local businesses, location-based targeting is crucial to make sure budgets are being spent wisely.

Geofencing

Geofencing is a type of geotargeting. And, as the name suggests, geofencing is based on a person’s location. First, you map out a boundary or “fence" that you want to target. Then, you advertise to people within that boundary. This can be while they are within your boundary, or after they’ve left. Businesses can use geofencing to guide digital PPC campaigns. Or, they can send push notifications to customers.

Location-based push notifications

Location-based push notifications

First, through geotargeting, you can send SMS and in-app messages based on segment data. For example, send an SMS message to your customers telling them about an event near them. Again, these push notifications aren’t always based on a person’s “real-time" location.

Geofence alerts

On the other hand, these use a person’s real-time location to trigger a message. This is commonly used businesses that have their own mobile apps. For mobile apps, geofences work off GPS data from the user’s device. So, understanding the location of people who have downloaded your mobile app is pretty easy. Less commonly, you can use geofencing to send SMS notifications. Each time you do this, though, you need to look up the location of the SMS subscribers, which involves a few more steps.

Tips for effective geofence alerts

So, we know what tools we can use. Now, we need to make sure our “bait" is enticing. We need to make sure the messages we send are relevant and helpful. Also, we need to always be looking for more opt-ins.
● Be relevant. Don’t just send location-based messages to everyone who comes near your store or event. Instead, make sure your messages have a clear purpose and are relevant for your audience.
● Be helpful. Savvy marketers know that being helpful is necessary for effective campaigns. Helpful communications build strong relationships. And, you’ll be less likely to lose subscribers if your messages consistently help them.
● Always prospect for opt-ins. Target users who aren’t subscribed to your push notifications through email or in-app message. Explain the benefits of your push notifications. For example, “Want to know when your order will arrive? Enable push notifications.”

How to get started with geofence alerts

Are you ready to get started? Routee has all the tools you need. We have a strong and scalable API. And, we have the telecommunications background to tie it all together. So, what are you waiting for? Transform your business with our push notification services, today. Your customers (and bottom line) will thank you!

What mobile device features are missing from the web? If you ask a room full of marketers, push notifications might be at the top of the list. Web push notifications are a great way to reach an active and engaged audience. But, choosing when to use web push notifications isn’t always easy. To use push notifications correctly, it’s important to understand the behavior of your online audience. Thankfully, we can help you understand exactly how and when to use web push notifications in 2019.

The opportunity

There’s no denying that the world is moving towards mobile devices. When it comes to checking social networks or playing games, mobile use is on the rise. But, there is still a fair share of desktop use. Especially when it comes to more intensive tasks like shopping, planning travel, or reading long-form news articles. In fact, 48.65% of people worldwide access the internet from a desktop computer.

With almost half of the world still using PCs and laptops, this is a segment that you shouldn’t ignore. The opportunity, though, lies in understanding when our audience engages with us online, in an app, or via email. Through proper segmentation, we can start to see which message to deliver through which communication channel. For now, let’s focus on web push notifications and when to use them.

What are web push notifications?

Push notifications are alert-style messages that appear at the top or bottom-right corner of your web browser. They’re usually used and seen by people using desktop computers, but you can deliver them to any device that has an internet browser. Let’s look at some advantages of using them.

● Your customers don’t need to download an app to receive the notifications
● People can opt-in to your notifications with a single click
● The simple opt-in process leads to high opt-in rates
● You can send them in real-time

Dos and don’ts of web push notifications

Web push notifications are great when used correctly. But, don’t forget to consider things like time zones, frequency, and segments. Web push notifications are attention-grabbing. This has its pros and cons. They easily break through the clutter and get your audience’s attention, but they can also easily feel invasive. Make sure you don’t overdo it with how many notifications you send. Otherwise, you run the risk of having people unsubscribe from them.

Do create segmented lists based on user characteristics. Like all communications, make them valuable and specific to your customers. Don’t send irrelevant notifications to all subscribers. It’s almost as easy to unsubscribe to your notifications as it is to subscribe, so tread carefully! Also, A/B test to make sure you’re using phrases, headlines, and CTAs that work.

Use Cases

E-commerce and Retail

E-commerce and retail are a natural place for web push notifications. Studies show that they actually increase e-commerce engagement by 278%. Alert your customers about your latest offers and promotions directly to their phones. Bring your audience up to date effortlessly. At Routee, we see our clients using push notifications to alert their customers about:
● Discounts and sales
● Shopping cart products
● Delivery updates
● Upselling products
● Items back in stock
● Abandoned Carts
● Price drop alerts

All of these e-commerce and retail use cases provide real value to customers.

Digital Media

When it comes to digital media, notifications and updates are common. To start, online publishers and news outlets can segment their audience. For example, create a list of people who consume media online vs. mobile. Add segments based on interests and behavior and location. Then, send notifications about the stories and articles the reader might be interested in. This could include:
● Breaking news
● Notifications about new stories
● Updates on newsletters

Travel

Travel is another industry that could benefit from web push notifications. Remember, most people rely on their mobile devices when they’re actually traveling. Use web push notifications to help customers leading up to their trip. For example, this could include:
● Flight price drop alert
● Helpful information about destinations
● Reminders about reservations

Gate, check-in and baggage claim information might be better off sent to mobile devices. Again, consider when your customers will be on-the-go versus when they might be on a tablet or PC.

How to get started

With Routee, you can send Web Push Notifications to people through any existing browser and user desktop. We make it easy to segment your customers and deliver notifications that add value. Also, you can easily and instantly view comprehensive reports that measure the effectiveness of your campaigns. So, what are you waiting for? Learn more about how we can help here. Or, get in touch with Routee, today. Start using the power of web push notifications to your advantage.

At Routee, we’re big fans of connectivity. We’ve been helping businesses connect with their customers for over 20 years. And, for us and our partners, connecting the many platforms we use on a daily basis is essential to stay competitive. In this post, we’ll highlight the Integration of Routee and Zapier, and how it’s making life easier for our partners around the world.

Why APIs are the future of marketing

Understanding Application Programming Interfaces (APIs) is important. It’s one way for businesses to stand out from the crowd. As marketing grows more dependent on technology, we need to rethink what we once labeled as “developer things.” APIs simplify cross-channel integrations, connect mobile apps, and eliminate tedious manual tasks. They also allow marketers to quickly pull large data sets from any platform.

As marketers, we’re facing increasing pressure to meet our customers when and where they prefer. Twitter, Facebook, our websites, SMS, email… The conversations happening here come together to form a unique brand experience. But, more channels means more workflows. Opening up more communication channels often creates challenges. That’s where APIs can help.

How do APIs work?

First, let’s start with the standard account of how APIs work. APIs allow the creation of applications that access the features or data of an operating system, application, or service. So, an API is like a messenger that delivers your request to the provider that you’re requesting it from. Then, it delivers the response back to you.

Now, let’s use a basic example. The remote you use to control your TV can be seen as an API. The remote makes the actions available in the TV accessible. When you use your remote adjust the volume or change the channel, the remote delivers your request to the TV. Do we need to know exactly what’s going on inside the TV to make it happen? Not really. We just need to know how the buttons work on the remote control.

Routee and Zapier

The Routee and Zapier integration makes it easy to combine all the tools you know and love. Zapier connects more than 1,500 apps and adds new options every week. They integrate with apps such as Facebook Lead Ads, Slack, Quickbooks, Google Sheets, Google Docs and many more. Below are a few ways you can use Zapier to connect Routee to the apps you use every day.
● Add new Magento customers as contacts to Routee
● Add new Salesforce contacts to Routee
● Get SMS messages from Routee for new BigCommerce orders
● Send emails via Gmail to new Routee contacts
● Send Routee SMS for new Google Calendar events
● Get SMS messages via Routee for new WooCommerce orders
● Receive SMS messages via Routee for new Storenvy orders
● Send SMS messages via Routee for new Shopify orders

Get Started with Routee and Zapier

So, are you ready to connect Routee with 1,500+ apps to automate your work and increase productivity? Our developer hub has all the information you need to begin. Explore our featured integrations on Zapier here. Or, get in touch with our experts to find out what Routee and Zapier can do for you!

Email marketing is far from dead. A recent study found that every $1 spent on email marketing creates $44 profit. That puts the ROI on email marketing higher than most other marketing tactics. But, email marketing in 2019 requires a more thoughtful approach than it has in the past. Thankfully, we have some tips that can help you to continue to benefit from email marketing in the modern digital age.

Email marketing in 2019 means putting the customer experience first

When your customers subscribe to your email program, they expect you to deliver on a promise. You’ve sucessfully communicated the value of your program, and now it’s time to deliver on the original agreement. Email marketing is more than just a way to deliver coupons. In 2019, it’s more important than ever that your emails are relevant and appreciated.

A customer-centric approach to email marketing is a sure way to shine. If you make sure that your communications serve your customers needs, sales will follow. Always consider your email program from your subscribers point of view. For example, be considerate about the frequency, timing, and helpfulness of your content.

The barriers to marketing automation are breaking down. With so much data at our fingertips, it’s easier than ever to understand the needs and wants of our customers. And, it’s also easier than ever to serve them personalized content. Following these tips will help you retain your subscribers. A recent study highlights the most common reasons for opt-outs:

● 69% Too many emails from the business/organization
● 56% The content is no longer relevant
● 51% The content wasn’t what the customer expected

Again, focus on delivering value and putting the customer experience first. Use data to understand your customers both on a personal and macro level. This should be your guiding principle for email marketing in 2019.

Let your customers engage with your emails

Interactive emails aren’t a new concept. But, advancements make email marketing much more engaging. Using social sharing icons, images, and videos, is a great way to encourage your customers to interact with your brand. Also, consider GIFS, memes, polls, and surveys. If you’re running a time-sensitive sale, including a countdown timer is a great way to grab attention.

To understand how impactful interactive emails can be, let’s look at the numbers. Reports have shown that adding videos to your email can increase click rates by 300%. And, they’ve also shown that adding interactive email content increases the rate of click-to-open by 73%. These statistics make it clear that companies need to think outside of the box in 2019.

Use technology to get ahead

Not surprisingly, much of what we have discussed is tech-based. APIs and marketing platforms are changing the game. Even small businesses with limited budgets can now use automation to increase conversions. Though, not all marketing platforms are equal. If you need help selecting the right platform, read our blog about the 5 Things to Look for in a Marketing Automation Provider.

Getting started with Routee

When it comes to email marketing (promotional email, transactional email, email verifier) Routee is an industry leader. We help our customers build segmented lists and get the insights they need for effective campaigns. For over two decades, Routee has helped our customers increase conversions and generate new leads. We also helo upsell and cross-sell to existing customers. And, we do it all through a strong and scalable API.

Routee can integrate with an endless number of apps and CRMs. Check out all of the ecommerce software, APIs and customer support platforms we can integrate with here. Our customers need to be able to connect Slack, WordPress, Salesforce and other platforms to our platform. Our platform is built for scalable growth and connectivity. Get started by getting in touch with our experts, today.

Automation is making life much easier for marketers. Scheduling email campaigns, newsletters, and promotions. These are just a few of the ways marketing automation saves valuable time and resources. And, for many businesses, a CRM platform is what steers the ship. Let’s review why CRM integration is so important for marketing automation.

The difference between CRM and marketing automation

First, let’s talk about the difference between CRM and automation. Marketing automation is the process of automating marketing tasks. These tasks could be things like sending emails, tracking website visitors, or building landing pages. CRM, on the other hand, refers to Customer Relationship Management. Basically, it’s a company’s approach to managing relationships with current and potential customers. This can include ways to engage with customers, drive sales growth, and more.

Now, CRM is almost interchangeable with “CRM system” or “CRM platform.” This is because technology is a crucial part of successful Customer Relationship Management. The more leads and contacts a business has, the more difficult it is to manage without a flexible tool. For many businesses, it’s hard to imagine operating without a CRM system.

A CRM system is like the central nerve of a business. Housing information about the many complex relationships a business has. The type of information in CRM is what makes many marketing campaigns successful. And, it allows you to reach your customers when and how it matters most. Next, let’s discuss a few specific examples.

CRM Integration makes nurturing leads scalable

By combining the power of a CRM with marketing automation, we’ll have better insight into what our customers need to see and when. We can see what history they’ve had with our brand, and what information they might require next.

The more you understand your customer, the more targeted and effective you can be in your communications. Then, use marketing automation to select the most effective communication channel and message. Some marketing automation platforms, like Routee, allow you to send messages across many channels. For example, with Routee you can send an SMS, email, push notification, voice message, and more.

Linking a CRM will allow you to assign lead scores

Lead scores are really helpful when you’re in determining when your sales team should get involved. A lead score prioritizes leads by assigning them a value based on their recorded activities. These values measure their level of interest and intent to buy. And, this saves time by sending leads to your sales team that demonstrate the most interest in your product or service.

This will save your team time by only sending sales-ready leads to the sales team. And, it helps you break down silos between the sales and marketing team. It will help your marketing team pass along leads to your sales team at the right time. Sometimes, it’s easy for the marketing team to get excited about a lead and pass it on too early. With lead scores, you can rely on data to help guide the decision.

CRM integration helps shorten the sales cycle

By sending leads the most relevant information at the right time, you can start to shorten your sales cycle. Again, segmenting leads in your CRM will help you deliver the most relevant message possible. Highly personalized marketing campaigns help speed the whole buying process up. This is especially true if your customers can have a two-way dialogue with your brand.

Also, two-way dialogues can also be automated. For example, Routee has two-way voice and two-way SMS options. Here, you can deliver answers to your customers through intelligent keyword recognition. Again, this helps you get closer to conversational selling, which is an effective way to shorten the sales cycle.

It helps work out an attribution model

Linking a CRM to marketing automation will help you award credit to the right party. Which, is important to consider when planning future campaigns. Tracking the behavior and engagements with your brand will give you great insight into the customers’ journey. Otherwise, credit is sometimes given to the last interaction the customer had with your brand. Seeing the touchpoints that happen before a user converts will help you work out a more detailed attribution model.

Integrating your CRM with Routee

With Routee’s WayMore platform, you can do much more. We make it easy to integrate your CRM, e-commerce, CMS or customer support. You can even connect chatbots and analytics to our WayMore platform. Powered by AMD Telecom, Routee is a one-stop-shop to manage and implement campaigns. Get started by contacting one of our experts, today!