The Three Phases of AI-Powered Customer Engagement

The Key to Customer Engagement

Marketers clearly see the need for AI in customer engagement efforts everywhere they turn. Whether it’s personalizing content, uncovering key customer information through automated analytics, or deploying communications at the time and frequency customers desire, AI is proving itself time and again as an indispensable tool for competitive marketing.

MoEngage, an insights-led customer engagement platform, knows this well and seeks to leverage AI for comprehensive marketing strategies. While email remains a core channel for marketing messaging, MoEngage helps consumer brands create a cohesive brand experience across a variety of communication channels. Whether through a website, app, SMS, or Whatsapp, every single message becomes part of an expertly tailored customer experience. 

In this blog, Hastu Kshitij (VP of Growth) unpacks how MoEngage helps customers effectively incorporate AI into their digital brand experiences and how you can do the same.

What Should Change Mean for Marketers?

AI use has exploded in the last year. Whether in the form of Generative AI or AI-powered personalization and insights, the potential for AI to transform the marketing landscape seems to be limitless. In the same way that smartphones quickly integrated into peoples’ lives as ubiquitous virtual assistants, AI is on its way to increasing efficiency and alleviating the burden of analytics or campaign testing.

But no matter how revolutionary the solution is, change can feel difficult and slow in reality. That’s why Kshitij advocates for a phased approach when driving change, which is exactly what he saw when working with Poshmark.

Poshmark: The Crawl Phase

Poshmark isn’t just an online selling platform for pre-loved goods; it acts as a community for both buyers and sellers. Poshmark has truly thrived in activating this community by driving customers to engage further—such as encouraging buyers to start selling, follow more accounts, or like products—with new activities on the platform.

Dipping their toes into AI innovation is what helped Poshmark put this community-first mindset into practice. By using MoEngage’s AI-powered A/B testing, the fashion marketplace was able to keep up with ever-changing user behavior and incorporate broader contextual factors like weather or global economic factors. Through A/B testing, Poshmark could understand what content their customers responded best to, and adjust their messaging accordingly.

Poshmark: The Walk Phase

Once A/B testing was in lock-step with their workflow, Poshmark took a step towards a customer-centric approach rather than a campaign-led one. Instead of simply notifying customers about new products, Poshmark used AI to tell customers about items that suited their individual preferences.

Additionally, Poshmark synced their entire product catalog with MoEngage, allowing them to use customer data to deliver personalized experiences based on each user’s stage of their customer journey. Whether a customer was price-sensitive, a brand advocate, or a dormant user, Poshmark was able to use AI to personalize the message according to what customers needed to hear to take the next step. With this change, the fashion brand saw an impressive 10% increase in email opens.

Poshmark: The Run Phase

With a strong foundation built into place, Poshmark turned to Movable Ink as their next AI ally. Now, the brand uses AI to automatically collect and activate an even wider array of user preferences. Another game-changer through Movable Ink’s AI-powered personalization was the ability to send messages where and when customers were most likely to engage and convert.

Take a cart abandonment email or push notification. Rather than automatically deploying the message after the same time period for everyone, the AI now knows exactly how long each customer needs to make up their mind about a purchase, and notifies them at that moment. Within the abandonment message itself, the technology chooses the most enticing conversion-driver for each individual customer, whether it’s price, reviews, or scarcity.

AI-Powered Personalization is the Future of Customer Engagement

Through the partnership of MoEngage and Movable Ink, Poshmark easily uses AI to offer their customers a seamless brand experience that always includes next-level personalization. 

Curious how you can incorporate AI into every message you send? Discover how Movable Ink marries data and AI to power visually engaging, revenue-driving messaging.