Difference Between Haptik and Tapzo (HelpChat)

Both Haptik and Tapzo (Helpchat) have been around for quite some time. I have been following both of them and I think it is time that we should have a social media competitor analysis between Haptik and Tapzo (Helpchat).

Haptik is a mobile personal assistant service that that provides information on Indian products and services like finding the best mobile plan, do web check in for a flight, make a restaurant reservation, track the status of their online order, find movie timings, locate the nearest ATM and more.

Tapzo (formerly HelpChat) is an app based local services provider (cab bookings, deals, and recharges etc). The company aims to complete the transaction on their platform without ever having to go to other apps.

In this post I have tried to compare their social media figures (Only Facebook and Twitter). Also this data is as on 4-12-2016. Number might have changed by now.

Competitor Analysis

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Facebook Comparison

Twitter Comparison

You can download the entire comparison here as a PDF.

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Importance Of Email Marketing

Email Marketing is one of the few inexpensive ways to communicate with your customers. It is still considered one of the best ways to build relationships with prospective and existing customers. It also gives an efficient way to pursue leads.

But if you are not careful, the strategy may backfire and harm your brand and you may lose some very valuable clients.

Here I am mentioning a scenario which I faced during one of my projects. Hopefully it would help many digital marketers and growth hackers in designing their digital marketing strategies.

Case Scenario

You are an email marketing manager for a company who owns the top level domain ‘.CEO’. This TLD costs $99 per year. (eg. You charge timcook.ceo for Tim Cook at $99/y). What would be your strategy to get CEOs who have paid for the domain for one year, to renew it for the second year?

Think about the series of emails, and the order in which they are sent

Time Period	Description	Message/Deliverables	CTA/Objective	Deployment/ Strategy
Week 0	Welccome Mail	A Quick Guide to what should you do now (Recommended list Hosting Services, Design Agencies, etc.)	Build Trust, Help the Customer getting started. Which sets us apart from the rest of DSPs	Automated
End of Month 1	Email Digest	Monthly domain performance	Try to convince to upgrade account	Automated
Month 2	Downloadable	Tips related to managing data of domain server	Provide information to build expertise	Automated
Month 3	Email Digest	Monthly domain performance	Try to convince to upgrade account	Automated
Month 4	Downloadable	Guidelines to better digital strategy	Build reputation	Automated
Month 5	Email Digest	Monthly domain performance	Try to convince to upgrade account	Automated
Month 6	Downloadable	PDF tips	Build reputation	Automated
Month 7	Email Digest	Monthly domain performance	Try to convince to upgrade account	Automated
Month 8	Downloadable	PDF tips	Build reputation	Automated
Month 9	Email Digest	Monthly domain performance	Try to convince to upgrade account	Automated
Month 10	Email Digest with reminder	Monthly domain performance with expiry date reminder	Try to convince to upgrade account	Automated
1 Month to Go	Reminder	A gentle reminder about expiry date	Chance of early renewal	Automated
15 Days to Go	Reminder	Domain account performance & reminder about expiry	Notify user	Automated
1 Week to Go	Reminder	Strong reminder about expiry date	To create the sense of urgency	Automated
5 Days to Go	Reminder	Strong reminder about expiry date	To create the sense of urgency	Automated
3 Days to Go	Reminder	Strong reminder about expiry date	To create the sense of urgency	Automated
2 Days to Go	Reminder	Strong reminder about expiry date	To create the sense of urgency	Automated
1 Day to Go	Reminder	Strong reminder about expiry date	To create the sense of urgency	Automated
Expiry Date	Extended for 1 Week	Offer of extended week	Offer/ Special consideration	Automated
Expiry +3	Reminder about Extension	Asking to renew and keep the benefits	Notification on extended privilege the user has received	Automated
Expiry +6	Reminder about Final Expiry	Asking to renew and keep the benefits	Notification on extended privilege the user has received	Automated
Expiry +7	Final Reminder	Strong reminder about expiry date	To create the sense of urgency	Automated
Expiry +8	Expiry Notification	Account expired	Make user realize the loss of service	Automated
Every Week till the end of Expiry Date + 1 Month	Reminders to Renew	Renew membership to enjoy benefits of top level domain before someone else takes it	To create the sense of urgency	Automated
Every Month After Expiry Till domain is available	Reminder to Buy	Renew membership to enjoy benefits of top level domain before someone else takes it	Convince user to use services again	Automated

P.S. – Apart from all the regular emails, special mails on birthday, holidays to be also sent.

Overall content strategy

Goal	To maintain relationship with existing customers and retain them
Building contact list	“Subscribe Now” popup and advertise email newsletter on social media
Setting up our value proposition	Providing Top Level Domain, “.ceo” for just $99/year
Email content	Already mentioned in the part ‘a’
Timings	During working hours, preferably morning, as most of the CEOs check their emails first thing in the morning
Personalization	Even though the email template may remain same, little personalization is needed. In this example, using “Dear Tim” instead of just writing “Dear Sir” would be more engaging
Send special emails on holidays	To give personal touch and add value to user’s day
Test out different content	Test various types of formats. Use tools like Google Analytics to get insight
Clear call to action	This is to make the renewal process simple. Mr. Tim should be just able to click “Renew now” button in the email and land to the personalized landing page
Automation	Using automation tools like MailChimp for better email marketing

Sample of 2 emails (subject line, copy, CTAs, images etc) that you may use

Sample email 1- Welcome email

Subject- Congratulations!

Sample email 2- Sent on the last day of renewal

Subject- Domain Expiring Today

You can download the PDF version of the case scenario from here for free!

Download “Email Marketing Campaign” Email-Marketing-Campaign.pdf – Downloaded 1 time – 621 KB

Email Marketing Benefits

Email marketing can be tricky and difficult to get right. But keep working on it and you will eventually figure out the plan. Don’t be afraid to make mistakes! Keep in mind the following points:

Email marketing can be more effective than social media for customer acquisition for some businesses
Email marketing is cost effective and economic
You can customize emails for every client. This makes it very personal ways to communicate with the client
Since clients can check their emails over the phone, it makes it accessible to all, anytime!
You can easily measure the performance of email campaigns

So keep these points in mind while designing your email campaigns and happy marketing!

Here is a small video by Ezvid Wiki showing the best MailChimp alternatives that you can use for your email marketing campaigns.