With customers engaging with various channels and devices, customers expect businesses to communicate with them in a more personalized way. The challenge for businesses is to design a strategy specific to each channel, as each messaging platform has a different style. AWS Pinpoint is an effective communication service that enables businesses to communicate to different audiences across different channels.
The Amazon Pinpoint service is an easy to set up and easy to use, flexible platform for businesses to connect and engage with customers on many different platforms. Marketers can conduct communication through push notifications, emails, SMS, and voice messages. Using Pinpoint, businesses can categorize marketing campaigns based on the audience to make sure that the content is appropriate to that channel and generate personalized experiences. The campaign's performance can be thoroughly monitored using the analytics in the Amazon Pinpoint console with defined metrics.
Figure: Workflow of Amazon Pinpoint
Pinpoint considers the user journey as a personalized and multi-step engagement process. The customer journey can be created using a graphical editor, which begins by choosing the type of segment. The segment defines the type of customers who will take part in the overall journey. Based on the segment, appropriate customer engagement activities like email and message, are scheduled. The user journey can be reviewed prior to publishing. The user journey workflow activities are completely automated. Businesses can send tailored messages based on behaviors and activities. This way businesses can plot customer personas and plan respective actions efficiently.
Amazon Pinpoint provides various tools to run multiple and high-volume marketing campaigns or different communication use cases. One can create, organize, and run campaigns specific to a segment of customers in the AWS Pinpoint console effortlessly. The audience segment can be either dynamic or imported. The dynamic segments can modify attributes. Imported segments are built outside Pinpoint in CSV or JSON format and uploaded into Amazon S3 which can be utilized by Pinpoint.
Figure: Campaign Creation Process
Pinpoint campaigns utilize machine learning capabilities using Amazon SageMaker. Businesses can build and train models to forecast purchasing behavior, and use this data to run campaigns intelligently.
It is important to analyze dynamic customer usage trends to improve customer engagement and deliver better user experience. To achieve this, Amazon Pinpoint analytics helps businesses constantly evaluate and re-strategize targeted campaigns dynamically to increase user engagement across each communication channel. Sending numerous, or inappropriate messages can annoy users and result in losing customers.
Using Amazon Pinpoint APIs, campaigns (messages or notifications) can be executed across various communication channels. The built-in Pinpoint analytics allows businesses to track the reach of the campaign, customer engagement, monetization, and its impact on business goals. Metrics from message delivery results to campaign data (like open rate, messages read, messages marked spam) help understand the success of your communications. Amazon Pinpoint analytics allows users to update customer lists based on previous campaign results and retarget upcoming campaigns.
Figure: Amazon Pinpoint Analytics Dashboard
The global AWS cloud infrastructure is vast with 77 Availability Zones in 24 geographic regions and around 190 countries. The vast number of Availability Zones enable AWS Pinpoint to provide services efficiently and without interruption or latency.
