Use Cases

How Blinkist drives 50% more engagement

Hey there! At a recent INSIDE CRM Meetup, Jelena Zbijowski, an experienced CRM leader, broke down her approach to making personalisation work for the bottom line. As Blinkist’s Head of CRM, Jelena uses data to transform how users interact with the brand, showing that personalisation is about much more than marketing fluff—it’s about creating value. Here’s what she shared about how data shapes the customer experience, keeps users coming back, and drives actual growth.

What You Will Learn in 5 Minutes:

đź’ˇ How to use data for automation and targeted personalisation

đź’ˇ Tactics to enhance user engagement through tailored communication

đź’ˇ Practical examples of personalisation that drive growth and retention

Data as the Backbone of Personalisation

Jelena’s personalisation strategy at Blinkist goes well beyond first-name basis. It’s about getting a sense of the user’s wants, needs, and actions—then building on that. Blinkist taps into both zero-party data (the info users voluntarily share) and first-party data (their app activity) to create experiences that feel relevant and timely.

“Without data-driven insights, personalisation is just guesswork,” she said. Her point? You need a solid foundation of data to make any CRM strategy stick.

Automation for Scalability and Precision

One standout example Jelena shared was Blinkist’s automated localisation of campaigns, which has slashed setup time and given users in different regions a tailored experience. By building a system that adjusts prices, SKUs, and even language to fit the audience, they’re delivering targeted messaging at scale.

“Automating these processes frees up our team to focus on more strategic tasks,” she explained. Not only does this save time, but it’s also a big win for conversions.

Effective Tactics for User Engagement

1. Timely Content Recommendations:

Blinkist’s “blinks” (quick summaries of non-fiction books) are designed to keep users learning without a huge time commitment. Jelena’s team tracks engagement patterns and prompts users with related content when interest dips, which has boosted interactions by 50%. This keeps things fresh and relevant without bombarding users.

2. In-App Surveys for Continuous Feedback:

Jelena has also embraced in-app surveys, asking users about their goals and interests to keep the CRM journey fine-tuned. This has resulted in a 20% bump in engagement because users feel heard and in control of their experience.

3. Progress Updates as a Personal Touch:

Regular progress updates, according to Jelena, are great for user engagement. Blinkist highlights each user’s achievements, keeping them motivated. These updates have been one of their best-performing strategies, tripling engagement for users who love a good progress update.

Practical Challenges and Considerations

Data and Privacy Concerns:

Data is crucial, but so is managing it responsibly. Jelena noted that smaller CRM teams often find it tough to juggle data quality and privacy requirements. But meeting these challenges head-on is key to building user trust and staying compliant.

Balancing Automation and Personal Touch:

While automation is essential, Jelena reminded the audience that CRM needs a human touch. Relying too heavily on automation can risk losing that personal connection, which users genuinely appreciate.

Key Takeaways

  • User Journey Focus: Meet your users where they are in their lifecycle for real, impactful engagement.

  • Data Application: Use data quickly, as insights become outdated fast.

  • Automation as a Tool, Not a Solution: Keep automation as support for efficiency, not a replacement for a human touch.

  • Continuous Testing: Always test and adapt strategies to align with user needs and privacy standards.

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About the Speaker

Jelena Zbijowski has over 10 years of CRM experience, specialising in personalisation and data-driven growth strategies. At Blinkist, she’s leading efforts to improve user engagement and retention through thoughtful, data-informed CRM. Her background includes SaaS, B2C, and subscription models. For more insights, connect with her on LinkedIn.

About the Meetup

Organised by Audrey Mann and Jessica Jantzen, the INSIDE CRM Meetup is a platform for CRM professionals to share insights, strategies, and success stories. It brings together experts from various industries to discuss the latest trends and innovations in customer relationship management.

Disclaimer: This article has been generated with ChatGPT based on an audio transcript and presentation slides from the INSIDE CRM Meetup. The content has been reviewed by the presenter to ensure accuracy and relevance.