MoEngage report reinforces the positive effects of behavior-based personalization and information-driven customer engagement

Previews of 6.6 million digital consumers identify trends and opportunities for digital and mobile engagement in key industries in Southeast Asia SINGAPORE, June 30, 2021 / PRNewswire / – MoEngage, the leading consumer engagement platform,

Previews of 6.6 million digital consumers identify trends and opportunities for digital and mobile engagement in key industries in Southeast Asia

SINGAPORE, June 30, 2021 / PRNewswire / – MoEngage, the leading consumer engagement platform, today announces the findings of its benchmark report on consumer engagement in Southeast Asia 2021. The report includes data from 6.6 million users across South East Asia, mainly from Indonesia, Singapore, Malaysia, Philippines, Thailand and Vietnam and explores the main trends and opportunities in the region.

MoEngage logo (PRNewsfoto / MoEngage)

In this reportt, MoEngage analyzes consumer behavior specifically in three dominant industry sectors: retail, banking and finance, and digital entertainment. By examining how consumers have engaged and responded to various communication channels, this report presents benchmarks, strategies, and tactics to help marketers increase personalized customer engagement.

January to April 2021, MoEngage looked at four communication channels in the three named industries: push notifications, email, in-app messages, and website messages. Notable results include:

  • In South East Asia, Daily Active Users (DAUs) of e-commerce, retail and D2C brands grew 13.36% in the first four months of 2021. By studying monthly active user (MAU) trends of the same brands, Web MAUs grew the highest (8.7%) compared to mobile. This is likely due to movement restrictions associated with the pandemic and working-from-home shoppers, as opposed to shopping via mobile on the go.

  • Push notifications using behavioral attributes with an extra layer of purchase brand personalization saw deliverability up to 85.67% and campaign conversions increased to over 27%.

  • A staggering 54.9% increase in the number of SADs across all digital banking, fintech, P2P lending, insurance and crypto platforms in the first four months of 2021

  • Behavior-based emails had better click-through and conversion rates across industries compared to generic emails: open rates for brand-name emails increased to 28.17% and 0.5% of behavior-based emails in digital entertainment saw a 2.4 times higher click-through rate, while in banking, behavior-based emails increased conversions by 2.72 compared to generic broadcasts

  • Digital media and entertainment brands using custom user segments based on behavioral and user attributes to send in-app messages to Android users have seen their click-through rate and conversion rate up to 50 .05% increase by two compared to sending the same message to all users.

Overall, the results demonstrate the importance of closely analyzing consumer behavior across all critical channels and developing both proactive and reactive awareness in association with this information. The laser focus on this establishes customer focus, ensuring that brands meet and exceed their customers’ expectations and build long-term loyalty and customer retention.

“MoEngage is committed to helping our clients improve their business performance through efficient use of data, and to supporting the success of the entire digital marketing and advertising ecosystem by sharing our knowledge with the community, “said Saurabh Madan, GM, SEA & A / NZ at MoEngage. “Consumer behavior in South East Asia has changed rapidly over the past year and digital adoption across all sectors has accelerated during the pandemic period. We’re excited to provide organizations around the world with a holistic view of the behavior of their current and potential customers and guide them through their customer engagement and knowledge-driven business growth journey. “

The data analyzed for the MoEngage Southeast Asia Consumer Engagement Benchmark 2021 report is completely proprietary and comes from millions of users across South East Asia hired by organizations using the MoEngage platform. In addition to the data results, the report also includes information and practical tips from top brands such as Zilingo, Kredivo, Homecredit Philippines, Marks & Spencer, OVO and more. The full report is available HERE.

About MoEngage

MoEngage is an information-driven engagement platform designed for customer-obsessed marketers and product owners, enabling hyper-personalization at scale across multiple channels. With AI-powered automation and optimization, brands can analyze audience behavior and engage consumers at every stage of their buying journey. Over 1,000 brands such as CIMB bank, JD.ID, Telecom Malaysia, Bligli, Alodokter, Bigbasket, Flipkart, McAfee, Deutsche telecom and more in 35 countries use MoEngage to send 50 billion messages to 500 million consumers every month. MoEngage has been recognized as a leader in its field by Gartner, Forrester and G2. With offices in nine countries, MoEngage is backed by investors including Eight Roads, F-Prime Capital, Matrix Partners, Helion Ventures, Exfinity Ventures and Venture East. To learn more, visit


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