Behaviour-based personalisation and insights-led customer engagement more effective in SE Asia: MoEngage

Data from 6.6M digital consumers identifies trends and opportunities for digital and mobile engagement across key industries in Southeast Asia.

In Southeast Asia, Daily Active Users (DAUs) of eCommerce, Retail and D2C brands increased by 13.36% in the first four months of 2021. When studying the Monthly Active User (MAU) trends of the same brands, web MAUs had increased the highest (by 8.7%) compared to mobile. This is likely due to pandemic movement restrictions and shoppers working from home, as opposed to shopping via mobile on the go.

This is according to a study by MoEngage, a consumer engagement platform.

The company has shared the findings from its 2021 Southeast Asia Consumer Engagement Benchmark Report. From January to April 2021, MoEngage looked at four communications channels across the three named sectors: push notifications, email, in-app messages and website messages. Notable findings of the research include:

  1. Push notifications using behavioural attributes with an added layer of personalisation from shopping brands saw deliverability of up to 85.67% and campaign conversions increased to over 27%.
  2. A meteoric increase of 54.9% in the number of DAUs across all digital banking, fintech, P2P lending, insurance and crypto platforms during the first four months of 2021.
  3. Behaviour-based emails saw better click-through rates and conversion across all industries as compared to the generic ones: open rates of emails from shopping brands went up to 28.17% and the 0.5% of emails that were behavior-based in the digital entertainment sector saw a 2.4x better click rate, while in banking, behaviour-based emails boosted conversions by 2.72x compared to generic broadcasts.
  4. Digital media and entertainment brands using custom user segments based on behavioural and user attributes to send in-app messages to Android users saw a 2x increase in click through rates and conversion rate of up to 50.05% as compared to sending the same message to all users.

According to the company, overall, the findings demonstrate the importance of closely analysing consumer behaviour across every critical channel and developing both proactive and reactive outreach in association with these insights. “Consumer behaviour in Southeast Asia has changed rapidly over the last year, and digital adoption across industries has accelerated during the pandemic period,” said Saurabh Madan, GM, SEA & A/NZ at MoEngage.

The report comprises data from 6.6 million users across Southeast Asia, primarily from Indonesia, Singapore, Malaysia, Philippines, Thailand and Vietnam and drills down into key trends and opportunities in the region, the company said.