CRM Marketing Specialist Vernesa Cutuk joins Peggy Anne Salz in this episode to talk about how Sleep Cycle — your one-stop-shop for improving and understanding your sleep — bakes retention into its brand. The Sweden-based subscription app has a unique approach to segmentation and customer data mapping that keeps its customers coming back for more. Throughout the episode, Vernesa discusses this strategy and how Sleep Cycle combines engagement campaigns with conversion ones to build trust and deepen user engagement. Vanessa also reveals what she believes is a secret power tool for CRM leaders, while Peggy shares a few early data points from Clever Tap's Subscription App Data Science Report.
“The Big Leap,” a video interview series featuring the most respected CMOs and executives globally, reveals the steps, strategies and stories that have allowed marketers to achieve growth through retention. The series is hosted by Peggy Anne Salz.
About CleverTap:
We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.
Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.
Visit our website: https://clevertap.com/
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CHAPTER TIMESTAMPS
00:00 - What about Vernesa's eclectic life makes her a better CRM
02:33 - Sleep Cycle's value proposition: Helping you get better at sleeping
06:51 - Innovative approaches to habit-forming
09:43 - Staying on top of nerdy features for the sleep data lovers
11:41 - How do you segment people based on their sleep?
15:54 - Sleep Cycle’s tricks to moving people through the funnel
19:10 - Your audience might not respond to that email campaign
22:04 - The do's and don'ts of brand tone
23:48 - How Sleep Cycle builds trust with its users and deepens engagement
25:59 - Baking retention into your brand
27:22 - What should CRM leaders know about what's coming next?