The ability of a system to support growth is referred to as scalability. Being scalable for your business may entail accommodating more clients, altering your product or service in response to a changing market, and retaining the interest of current clients over the long term.
Scalability in message strategy refers to continually relevant, timely, and tailored communication with an increasing user base.
Why is a scalable communications strategy essential to business growth?
Your brand’s messaging approach must be scalable in order to support present and future business needs in 2022 and beyond.
Companies must either construct and manage their own messaging infrastructure or select a vendor to handle the execution in order to grow messaging effectively.
Companies must compare the time, expense, and logistics of creating their own messaging infrastructure vs utilising a solution that satisfies all scalability-related requirements.
Your messaging channels are your entry point for building and expanding customer relationships as part of a scalable and flexible marketing strategy. Every relationship is unique, thus you must apply a high level of customisation for each customer’s trip through the funnel in order to cater to their particular demands.
Here are some explanations for the significance of scalable messaging:
To simplify the design and implementation of content
To reduce the bandwidth used by the teams responsible for carrying out messaging campaigns (Both technical and nontechnical)
To make sure that customers receive transactional and marketing messages that are timely and appropriately targeted because both of these factors affect their user experience
To connect the complex network of customer touchpoints with your brand without depleting the resources of your team
Without scalability planning, your message campaigns will quickly lose the human element that is essential for preserving customer relationships in the modern marketing ecosystem.
A message strategy that struggles to scale may put users at danger of receiving communications that don’t live up to their expectations or, in the worst case scenario, may even cause user churn. Here are some typical drawbacks of a messaging method that is not scalable, short of completely churning.
Users may unsubscribe from communications such as push alerts or emails if batch and blast messages are delivered that don’t resonate.
Important transactional messages that are not sent or delivered might have serious repercussions for your company.
It’s serious! Imagine that you are a Telehealth provider and that the recipient of your medicine reminder push message doesn’t receive it. As a result of not hearing your message, the patient may forget to take their medication and experience a subsequent health problem.
crashing or overworking your servers
For example, if you run a sizable news organisation and send a batch and blast message to every subscriber during a presidential election, this may happen. You risk having a site crash when many of your readers are online if you don’t consider the restrictions of your servers and modify your messaging strategy accordingly (using tools like message throttling).
How to Boost Growth by Automating Your Messaging
A key component of a scalable message strategy is automating your campaigns whenever and wherever you can. You can avoid the impossible chore of carrying out manual sends for each campaign sequence you require by creating automated workflows. Automations also help to improve user retention and streamline the user experience across the course of a user’s lifecycle.
Additionally, automating important messaging flows prevents you from falling victim to the trap of not sending crucial transactional messages—like a push notice for a severe weather alert from your news app, for example—at the proper moment.
You may automate message sequences based on triggers for a range of critical customer journey stages, from onboarding to logistical messages to targeted upsells and more, with the proper messaging provider.
For instance, your company might require an onboarding process, transactional messages like notifications for abandoned carts, and time-sensitive promotions.
Here are a few specific illustrations of automations that you can create with the aid of the appropriate messaging service.
Workflows for Messaging to Automate Onboarding
A user’s journey with your product or service begins with an onboarding sequence. The automatic onboarding process for your fitness app might start with a welcome push notification to pique new users’ interest, followed by a welcome series of three emails that highlight the many workout options available on your app.
Reengagement
You may entice users to return to your platform by automating re-engagement messages at critical time-based falloff points in the app experience. To reactivate inactive users, businesses can identify important churn windows and automate the sending of re-engagement notifications during these times. In a drip campaign, for instance, you might automate the sending of messages to users after two, seven, and fourteen days of inactivity.
Unattended Cart
Abandoned cart flows are significant sources of conversions in sectors like e-commerce. You can send a useful reminder message to users who add an item to their cart on your website or app but don’t finish checking out in order to follow up and encourage the completion of the transaction.
How Scalability Is Affected by Personalization
By using personalisation, you can increase the volume of your messaging while still making sure that each user receives messages that are both personally and contextually relevant for them to connect with.
Given that users increasingly require and anticipate your communications in numerous locations and across various milestones in their customer journey, a personalised messaging strategy now comprises of an organised Omnichannel approach. It may seem intimidating to carry this out for a growing audience, but thanks to the automations, sophisticated targeting, and cross-channel capabilities we’ve covered, you can tailor your messages to your audience based on their particular interactions with your product or service throughout their lifecycle, all the while your business maintains growth.