the do's and dont's of stellar push and in-app messaging: september 2014 webinar
DESCRIPTION
In our September webinar with AMA, we covered how to put together truly awesome push and in-app messaging campaigns (and what to avoid).TRANSCRIPT
Do’s & Don’ts STELLAR PUSH AND IN-APP MARKETING CAMPAIGNS
THE
OF
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MEET YOUR HOSTS
Annum Munir Content Marketing Specialist
@annummunir
Greg Kendall App Marketing Expert
@g_kendall
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CO-SPONSOR
AGENDA
1. Mobile Engagement 2. Best Practices of Push & In-App
Messages 3. Stellar Examples 4. Future of Engagement 5. Key Takeaways, Next Steps, Q&A
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OVERVIEW OF MOBILE ENGAGEMENT
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APPS DOWNLOADED EVERY SECOND - TechCrunch
MOBILE APP USERS IN 2017
- Portio Research
BUT WAIT…
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OF APPS ARE USED
ONLY - Localytics
ONCE
What is Mobile Engagement?
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• Users continually return to your app
• One-timers turn
into power users
Welcome back!
HOW TO ENGAGE USERS: PUSH & IN-APP MESSAGING
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What are Push Messages?
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• Delivered to home screen when user is outside your app
• Drive attention and traffic back to app
Remember me?
Oh yes! Nice to see you again.
What are In-App Messages?
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• Displayed while user is actively using your app
• Drive interaction and discovery within app
That is cool!
Check out this cool feature.
SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF PUSH MESSAGES
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OF SMARTPHONE USERS HAVE ENABLED PUSH NOTIFCATIONS
- Responsys
OF CELL PHONE USERS HAVE SLEPT WITH THEIR PHONES SO THEY DON’T MISS A NOTIFICATION
- Pew Research Center
PUSH IS POWERFUL IF YOU DO IT RIGHT
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BEST PRACTICES OF PUSH:
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#1 Make it easy to subscribe (in and out)
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Ask users to opt in Be transparent about types of notifications
Make it difficult to opt out
Do’s & Don’ts
Highlight benefits of subscribing
BEST PRACTICES OF PUSH:
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#2 Create user segments
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Group people based on important characteristics Target push messages to right segments
Employ a “one size fits all” strategy
Do’s & Don’ts
BEST PRACTICES OF PUSH:
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#3 Use personalized, actionable language
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Use language that conveys urgency Clearly state offer with action steps
Always guide users to app home screen (use deep linking instead!)
Do’s & Don’ts
Personalize messages based on user segments
BEST PRACTICES OF PUSH:
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#4 Carefully control timing
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Use local push timing (people sleep!)
Also customize messages based on holidays
Forget to expire messages when they go out of date
Do’s & Don’ts
BEST PRACTICES OF PUSH:
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#5 Identify the right frequency
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Figure out what frequency suits your audience (depends on type of app)
Send messages too frequently
Do’s & Don’ts
BEST PRACTICES OF PUSH:
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#6 A/B test to see what text works best
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Test different action words, phrases, offers, message lengths, etc.
Be afraid to experiment
Do’s & Don’ts
BEST PRACTICES OF PUSH:
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#7 Use marketing automation
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Auto-enroll new users into campaigns Chain push messages in a series to regularly nurture
Let manual roadblocks make you miss opportunities to convert
Do’s & Don’ts
BEST PRACTICES OF PUSH:
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#8 Measure the metrics that matter
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Identify and track relevant metrics Use app analytics to improve app marketing (closed loop system)
Focus on just app opens
Do’s & Don’ts
STELLAR EXAMPLES TOP 3 PUSH CAMPAIGNS BY
INDUSTRY
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M/ECOMMERCE APPS:
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Limited time deals based on hobbies
$
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Target habits and likes
Convey urgency
Call-to-action
Communicate special offers
FITNESS APPS:
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Keep users on track
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Use push for motivation and accountability
Keep users engaged and working toward goals
ALL APPS:
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Highlight new features
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Drive app traffic and exploration
Highlight cool features
Use deep linking
PUSH MESSAGING: KEY TAKEAWAYS
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Push Messages:
Drive app traffic Simple format Outside app (loud)
SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF IN-APP MESSAGING
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What are In-App Messages?
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• Displayed while user is actively using your app
• Drive interaction and discovery within app
BEST PRACTICES OF IN-APP:
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#1 Find the right user segments
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Identify key attributes users should share Segment your ideal audience
Build in-app messages without targeting specific groups
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#2 Analyze your funnels
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Pinpoint important user actions within app Analyze how users are moving through funnels
Create campaigns that don’t correspond to conversion steps
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#3 Create a personalized offer
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Determine offer and preceding conversion steps Align with right audience Integrate offer into funnel
Make offer feel intrusive or unnatural
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#4 Write compelling content
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Speak to benefits Make value-add clear (“What’s in it for me?”)
Use actionable language
Make it too long
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#5 Add a clear call-to-action
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Make CTA highly visual Use quick verbs to convey action
Make button too small to click
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#6 Incorporate visual branding
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Maintain brand identity with typeface and color Experiment with visual elements (like borders, icons, etc.)
Make in-app message look like an ad
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#7 Use marketing automation
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Auto-enroll new users into campaigns Chain messages so it’s not a “one-and-done”
Let manual roadblocks slow down conversion abilities
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#8 A/B test
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Test different content, layout, timing, etc.
Fail to get additional insights by not changing things
Do’s & Don’ts
BEST PRACTICES OF IN-APP:
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#9 Measure and repeat
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Always measure all campaigns Track important metrics (like impressions, click-through rates, etc.)
Keep app analytics separate from app marketing
Do’s & Don’ts
STELLAR EXAMPLES TOP 3 IN-APP CAMPAIGNS BY
INDUSTRY
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M/ECOMMERCE APPS:
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Coupons after viewing product
$
MORE LIKELY TO REDEEM MOBILE COUPONS VS. PRINT COUPONS
- Juniper Research
CONSUMERS ARE
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Concise text to communicate offer
Brand color incorporated Clear CTA
Triggered after product view (based on in-app behavior)
TRAVEL APPS:
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Reward signing in/up
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“Do this to earn rewards”
Large enough to click
Actionable CTA
Highlight benefit
ALL APPS:
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NPS survey
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Warm messaging
Easy to answer 1 question survey
Promoters can be further nurtured to rate app in app store (detractors can provide feedback)
IN-APP MESSAGING: KEY TAKEAWAYS
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In-App Messages:
Drive discovery & interaction
Rich design Inside app (subtle)
MOBILE ENGAGEMENT: THE FUTURE
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FUTURE OF ENGAGEMENT: Android
Richer Push Notifications
• Messages with images (not just app icons)
• More interactive push notifications (less friction)
• More A/B testing variations
to play with
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FUTURE OF ENGAGEMENT: Apple
iOS 8 (Fall 2014)
• Push notifications turned on by default
• Interactive push allows users to respond without launching app
• New potential for what
push can do (Type reply, confirm, like, etc.)
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FUTURE OF ENGAGEMENT:
Proximity awareness
Geofencing
iBeacons
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FUTURE OF ENGAGEMENT:
Personalization
User Profiles
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FUTURE OF ENGAGEMENT:
Multi-channel approach
Multi-channel approach
MOBILE IS GOING TO CHANGE…
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BUT THESE THINGS WILL REMAIN TRUE
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KEY BEST PRACTICES OF: TOP-PERFORMING CAMPAIGNS
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Key Components of Awesome App Marketing
WHO: Segmented audience
Targeted offers Carefully timed
A/B tested and automated
Improve conversions
WHAT:
WHEN:
HOW:
WHY:
WHAT DO I DO NOW? NEXT STEPS
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ADDITIONAL RESOURCES
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Q&A
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