- Success Stories
- Recurring Notifications
- Urban List
RECURRING NOTIFICATIONS
Urban List
Empowering consumers to choose their own adventures through personalized messaging
Urban List
Company
AdSocial
Agency
ManyChat
Partner
SUCCESS STORY
Urban List Perth receives high opt-ins and open rates with Recurring Notifications while personalizing its bulk messaging and interactions with consumers responding to a giveaway campaign.
clickthrough average rates on Recurring Notifications
growth in opt-ins each day during 12-day campaign
read through rates on bulk messages through Recurring Notifications
THEIR STORY
A go-to guide for the good life
Urban List is an award-winning independent digital media company that shares the good life with its over three million community members across cities in Australia, New Zealand and Singapore. Through its curated content and experiences, Urban List shares lifestyle and travel tips that give urban adventurers of all speeds insights into what to buy, eat, stream, and do in major cities.
THEIR GOAL
Bringing the good life to the home screen
Urban List Perth looked to create personal experiences with consumers who increasingly communicated with brands via social media channels, instead of email campaigns or websites. The company also needed to continually re-engage customers with consistent, relevant messaging related to the brands and businesses it works with through Recurring Notifications.
THEIR SOLUTION
Choosing the right adventures for users
Culture seekers turn to award-winning indie media house Urban List for recommendations and lifestyle tips for their city and beyond. Together with its brand partners and highly engaged audience, Urban List creates curated content covering everything from finding the best spicy margaritas to where to go for your next date night.
When life at home during the global pandemic meant embracing a slower pace, consumers became increasingly reliant on social media channels like Facebook to feel connected within their community. Just as Urban List guided many people toward the hottest new pizza place, the Urban List Perth team had to develop new ways to connect its readership to the amazing things on offer in Perth with optimized consistency and Messenger from Meta was the perfect place to start more of those conversations.
Talented developers at the AdSocial agency used Messenger on the ManyChat platform to develop an automated chat experience with Recurring Notifications. The teams launched the chatbot and Recurring Notifications through the Urban List “12 Days of Christmas” giveaway campaign. With ManyChat as a partner supporting Urban List Perth and AdSocial, the client and agency teams could schedule and attach the posts to a ManyChat comment growth tool. When users clicked into the direct message, their information was automatically added to a ManyChat CRM.
“With Recurring Notifications, we gain a powerful way to deliver personalized bulk messaging through a social media channel that is popular with our readers,” says Claire Logan, Perth Editor. “Instead of encouraging readers to visit our website, we can use Recurring Notifications to create ongoing connections and trust with readers. When we started with Recurring Notifications, read rates on bulk broadcast messages reached 97%.”
This effective campaign, conceptualized in partnership with AdSocial, provided a progressive solution based on the firm’s advanced understanding of Messenger and the power of Recurring Notifications. Using the robust social media presence of Urban List Perth, the AdSocial team emphasized more interactive experiences that made readers feel even closer to their go-to guide for the good life.
“We’ve seen a powerful synergy between Recurring Notifications and media houses to deliver engaging content with a consistency that builds trust among consumers,” says Amberlea Henriques, Director of AdSocial. “At AdSocial, we’re fully exploring how Recurring Notifications can impact brand loyalty and drive greater responsiveness among communities of consumers. Our success with Urban List Perth shows that there’s a real demand for this service among consumers.”
Every day, Urban List teams created special Facebook posts announcing new prizes oriented around fan favorite activities. When users commented on those posts, they triggered a chatbot via Messenger that collected users' details and entered them into the daily prize draw. Before closing the chat, people were asked to opt-in to future Urban List Perth marketing via Recurring Notifications. With Recurring Notifications, Urban List Perth can deliver daily, no-cost direct messages with fresh campaigns and promotions to people who have given explicit consent. Almost half of all readers who engaged with the chatbot opted into Recurring Notifications.
“With Recurring Notifications, our clickthrough rate averages were 88% on each promotional message. During the 12 Days of Christmas campaign, opt-ins grew by 10% every day, rapidly broadening and deepening our reach,” says Logan. “From a partnership perspective, we use personalization to position the brands we work with in front of customers who are more receptive to them, giving us a competitive edge over other media companies.”
Like the urban adventurer exploring new destinations, Urban List is looking to take the Messenger chatbot and Recurring Notifications feature on the road with branded campaigns in Urban List Melbourne and Sydney.
THEIR SUCCESS
High opt-ins and open rates
When Urban List launched a 12-day campaign using Recurring Notifications, the company saw increased opt-ins and high open rates for Recurring Notifications sharing targeted messaging.
- 88% clickthrough average rates on Recurring Notifications
- 10% growth in opt-ins each day during 12-day campaign
- 97% read through rates on bulk messages through Recurring Notifications
“With Recurring Notifications, we gain a powerful way to deliver personalized bulk messaging through a social media channel that is popular with our readers. Instead of encouraging readers to visit our website, we can use Recurring Notifications to create ongoing connections and trust with readers. When we started with Recurring Notifications, read rates on bulk broadcast messages reached 97%”
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