How YouNow built a Holistic Communications Strategy to Engage with Millions of Community Members

How YouNow built a Holistic Communications Strategy to Engage with Millions of Community Members

YouNow is a dwell streaming, interactive platform the place customers can create and share dwell content material. With over 50 million registered customers, the platform is all about fostering a way of neighborhood amongst its international person base. YouNow gives an online expertise other than being out there on Android and iOS, and has an energetic international neighborhood of customers.




Reliance on a number of platforms

Initially, YouNow relied on 4 completely different platforms to create and orchestrate electronic mail and push campaigns. They confronted the problem of managing these various platforms together with further prices of software program, API integrations, and technical assist.


No visibility into marketing campaign efficiency

Whereas YouNow had computerized electronic mail and push campaigns earlier than CleverTap, they lacked clear visibility on how their campaigns have been performing. This lack of know-how round open and click on charges hampered their capability to make data-driven selections and enhance advertising and marketing ROI.


Restricted capabilities in modifying campaigns

One other bottleneck was the shortcoming to refine their campaigns or make modifications with out involving their engineering groups. As a startup with a product backlog, it was taxing to get engineers engaged on the advertising and marketing communications entrance. The hassle was not sustainable.



The KPIs for the advertising and marketing communication perform at YouNow embrace open charges for emails and click-through charges for push campaigns. A segment-based breakdown of all their marketing campaign efficiency additionally helps them immensely in streamlining their advertising and marketing efforts. Relating to progress, vital metrics for them are weekly energetic customers, weekly income, and retention.

With CleverTap’s full engagement toolkit, they now create a constant model expertise for purchasers wherever they could be — inside or outdoors the app.



YouNow builds and orchestrates a complicated sequence of triggered campaigns throughout channels like electronic mail and push notifications utilizing journeys. The journeys they’ve created are both primarily based on previous in-app habits or primarily based on real-time actions carried out by customers.

One in every of their journeys is to retain new customers. As soon as a person creates an account, a welcome electronic mail is distributed, adopted by one other electronic mail despatched a few days later educating the customers concerning the platform. If the person doesn’t open the e-mail, they ship a push notification.

Since YouNow is obtainable in a number of languages, they personalize messages primarily based on the person’s most popular language, adopted by making a default message copy and creating additional copies primarily based on person properties beneath the identical marketing campaign. Additionally, since CleverTap is suitable with a number of languages, they’ll create campaigns in a number of languages.



YouNow depends on electronic mail and push notification campaigns to have interaction with customers. A marketing campaign that’s tremendous profitable for them is their each day login reminder, which additionally occurs to be their most frequent marketing campaign. They’ve additionally examined some retention electronic mail campaigns focusing on energetic customers who haven’t spent cash on the platform, nudging them to have interaction with bars (in-app foreign money) and subscriptions.

With complete marketing campaign analytics, they maximize the influence of their campaigns by optimizing the content material, timing, and attain of their messages. The flexibility to preview their campaigns by way of the UI and the way the messaging will look on completely different units has labored nicely. The intuitive electronic mail editor additionally helps them edit and check content material on the fly.

YouNow sends month-to-month newsletters to their person base highlighting particular broadcasters, new occasions, and options on the platform. This helps foster a way of neighborhood inside the platform.



Initially, the journeys that they had created have been focused to a broad person base. They used to ship each day emails to over 200,000 customers, a lot of whom have been now not energetic. By segmenting customers primarily based on previous habits or real-time actions and sending campaigns to a focused viewers, they now be certain that their messages attain customers who’re energetic on the platform.



Since integrating CleverTap, YouNow has seen weekly common customers enhance 22% month-over-month, with related will increase in person engagement on the platform. By tweaking the content material of their campaigns or by focusing on extra particular segments, they’ve been capable of higher talk the simplest messages attainable by way of essentially the most acceptable channels to the correct cohorts. The staff has seen an enchancment in open charges and click-through-rates.

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