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In-browser Messaging: A Highly Effective Way to Reach Subscribers with Targeted Content

For service providers, achieving the subscriber communications trifecta is nearly impossible: that is, sending the right message to the right person. Email is a heavily used subscriber communications method, given both its low cost and the ability for subscribers to view the message at their convenience.

However, the telecom industry's email open rate averages 20%, meaning 4 out of 5 important emails remain unseen. This is caused by a variety of factors: messages get buried in the inbox, email filters often send important messages into a spam folder, or subscribers rarely check the email account given to them by their service provider. Even worse is direct mail, which comes at a greater cost and is far less effective as most people toss away what they perceive to be "junk mail."

If the idea of reaching upwards of 90% of subscribers with targeted messages--within 24 hours of launching a campaign--appeals to you, in-browser messaging may be the answer you're looking for.

What's special about in-browser messaging?

In-browser messaging is proven to be a highly effective way to communicate with subscribers because it reaches people at a time when they're actively engaged online--notifying them directly from within their internet browser, whether on a desktop or mobile device. These types of messages are designed to get the immediate attention of subscribers--and results show that nine times out of 10 they succeed.

As addressed in his white paper "Innovation in Communication Services: Breaking with the Past without Waiting for the Future," Chief Analyst Patrick Donegan of Heavy Reading says, "Universal in-browser messaging is another capability that can be delivered through DNS with a view to optimizing the quality of two-way communications between the service provider and its customers."

Patrick sat down with Nominum for a video discussion on this topic, where we revealed that DNS-based, in-browser messages are shown to achieve open rates 15 times greater than email--an astonishing metric. Additionally, when these messages promote a special offer like service upgrades, alert subscribers to a bill payment that is due, or notify customers of upcoming service outages or other issues, the percentage of people who take action is also quite high and call center volume is dramatically reduced, resulting in increased revenue, lower operational costs, and tremendous ROI benefits.

Nominum N2 Reach sets new service provider-to-subscriber messaging standards

There are numerous use cases where an in-browser messaging platform is shown to deliver remarkable results in areas such as:

  • Cybersecurity Defenses
  • Value-added Services
  • Customer Experience Management
  • Marketing and Promotions
  • Billing and Revenue Management
  • Legal and Regulatory Compliance

Messages that alert subscribers of data limits being reached, cyberthreats that may have affected household devices, and discounts available for subscription renewals--as a few examples--are simple to convey and tell subscribers "you're important." That goes a long way toward building customer loyalty.

Reach is unique in its ability to leverage DNS to target customers with offers and messages relevant to their online activities. For example, if a subscriber is on speedtest.net, the service provider might send a targeted offer that an upgrade is available to increase bandwidth. For subscribers with an upcoming bill due, they can automatically be added to a campaign to receive a message with a link to a bill payment portal. Multimedia messages--including surveys, videos and web pages--are delivered to subscribers on their smartphones, tablets and desktop computers.

A satellite service provider in South America launched a campaign through Nominum N2 Reach to urge subscribers to increase their data quota. Within the first 24 hours, 16% of subscribers accepted the offer and added more data. Additionally, a top-tier European communications services company was mandated by the government to notify subscribers of a new parental control service. Using Nominum N2 Reach, 90% of the target audience were successfully informed and the provider saw its yearly adoption goal achieved in just three months.

In the digital lifestyle age where our need for relevant content continues to increase while our attention spans decrease, in-browser messages are an ideal way to communicate important information and offer to subscribers, particularly when notifications are based on user-specific DNS data. For a minimal cost, achieving the communications trifecta is easy--sending the right message at the right time to the right person--and your revenue pipeline grows as a result.

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