Mobile Push Notifications – You’re Doing it WrongRichard Sgro, LocalyticsDirector of Solutions Engineering, West & APAC@SoSgro

Nielsen, 2014

41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.

25%THE PERCENTAGE OF USERS WHO ONLY

OPEN AN APP ONCE.

Your 3 Step Plan1. Managed Opt-in2. Prioritize user value3. Profit! (through segments)

Your 3 Step Plan1. Manage Opt-in2. Prioritize user value3. Profit! (through segments)

DON’T ask users to opt in immediately after launching the app for the first time

(first launch)

THEN, ask them to opt in with a unique, well-designed in-app message

Welcome users with a sequence of introductory

screens

Your 3 Step Plan1. Manage Opt-in2. Prioritize user value3. Profit! (through segments)

Good - Extend App Functionality

• Sports scores and breaking news stories• Social updates • Immediate action experiences• Notifications of progress

Bad – Compete for Attention

Your 3 Step Plan1. Manage Opt-in2. Prioritize user value3. Profit! (through segments)

Travel Apparel App

(your entire userbase)

Segment Your Audience

3% of broadcast pushmessages are clicked

7% of targeted pushmessages are clicked

15% of users converted 54% of users converted

BROADCAST TARGETED

Segment

Imagine an app with 100,000 users

&A $5 average sale price

Segment!

3% of 100,000 users =3,000 opened messages

7% of 100,000 users = 7,000 opened messages

15% of 3,000 opened messages =450 converted users

54% of 7,000 opened messages =3,780 converted users

BROADCAST TARGETED

Segment!

BROADCAST TARGETED

Profit!

$2,250 $18,900

Signs you’re doing push wrong• Very large audiences• No deep links• Actions don’t impact my messages• Use my first name• Success = engagement

THANK YOUContact me at rsgro@localytics.com

@SoSgro