Making Mobile Personalization Part of the Omnichannel Marketing Mix
Berlin-based language-learning app Babbel has been around since 2007. Together with Emarsys, the email-focused brand began devoting resources to personalized mobile marketing. Due to their investment in mobile, Babbel saw 200% year-over-year growth in March and April 2020. For all of 2020, they had 100% growth in the US market, which has been their biggest market to date. Push and mobile messaging also converted 50% better than email, which has traditionally been their go-to communication method.
Babbel made bold business moves in conjunction with their tech upgrades, such as offering a one-week free trial to boost sign-ups and by creating an easy path-to-purchase for users who displayed a high likelihood to buy.
Though a market leader in their category, Babbel had to move with agility, especially during COVID-19, to remain competitive with the smaller players. By making mobile messaging a core piece of the marketing mix – plus using machine learning for real-time personalization modeling – they increased engagement by up to 25% in specific target audiences.
The vision is to ultimately create UX parity across all platforms and devices – web, desktop, email, and mobile – completely optimized based on customers’ affinity, programs or courses taken, plus more.
“At the end of the day, we want to personalize the whole product experience. Eventually, no two people who enter [our] bubble should have the exact same experience if they use the product differently… [and] we’re working to have personalized recommendations at all times… [in the future, things will become] much more diverse… real-time personalization will get much more interesting for us in the future.”