do's & don'ts of stellar push & in-app marketing campaigns
TRANSCRIPT
Do’s & Don’ts
Meet Your Hosts.
Justina Perro Content Marketing Manager
Alex Finn App Marketing Expert
Questions during the webinar? Tweet us @Localytics with
AGENDA 1. Mobile engagement crisis 2. Best practices of push & in-app messages 3. Stellar examples 4. Future of engagement 5. Key takeaways, next steps, Q&A
WHAT’S THE GOAL OF MOBILE ENGAGEMENT?
• User’s continually return to your app
• Increase in # of sessions and time in-app
• One-time users turn into power users (LTV)
HOW TO ENGAGE USERS THROUGH IN-APP & PUSH MESSAGING
WHAT ARE PUSH MESSAGES?
• Delivered to home screen when user is outside your app
• Drive attention and traffic back to app
• Should be highly relevant to user
WHAT ARE IN-APP MESSAGES?
• Displayed while user is actively using your app
• Drive interaction and discovery within app
• Direct response to what a user is doing
within your app
WHY PUSH & IN-APP?
75% Of app users churn within 90 days
27% Amount in-app messages increase launches
50% Of users enable push and find it useful
171% Amount push messages boost engagement
3x Amount in-app messaging boosts retention Source: Localytics Data Team
OF SMARTPHONE USERS HAVE ENABLED PUSH NOTIFCATIONS
OF CELL PHONE USERS HAVE SLEPT WITH THEIR PHONES SO THEY DON’T MISS A NOTIFICATION - Pew Research Center
SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF PUSH MESSAGES
BEST PRACTICES OF PUSH:
#1 MAKE IT EASY TO OPT-IN
Ask users to opt-in
OPT-IN DO’S
Highlight benefits of subscribing
OPT-IN DON’TS
Be transparent about types of notifications
Ask for opt-in right away (for most apps)
BEST PRACTICES OF PUSH:
#2 CREATE USER SEGMENTS
Group people based on important characteristics
Employ a “one-size push all” strategy
SEGMENT DO’S
Target push messages to the right segments
SEGMENT DON’TS
BEST PRACTICES OF PUSH:
#3 USE PERSONALIZED, ACTIONABLE LANGUAGE
Use language that conveys urgency
Always guide users to app home screen
(use deep linking)
LANGUAGE DO’S
Personalize messages based on user segment
LANGUAGE DON’T
Clearly state offer with actionable next steps
BEST PRACTICES OF PUSH:
#4 CAREFULLY CONTROL TIMING
Use local time for push Forget to expire messages when they go out of date
TIMING DO’S TIMING DON’T
Customize messages based on holidays
Identify the right frequency
BEST PRACTICES OF PUSH:
#5 A/B TEST MESSAGES
Test different action words, phrases, offers, message lengths, etc.
Be afraid to experiment
A/B DO A/B DON’T
BEST PRACTICES OF PUSH:
#6 MEASURE THE METRICS THAT MATTER
Identify, track, and improve metrics with mobile engagement platform
Focus on just app opens METRICS DO METRICS DON’T
SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF IN-APP MESSAGING
WHAT ARE IN-APP MESSAGES?
• Displayed while user is actively using your app
• Drives interaction and discovery
within the app • Provides highly relevant information
pertaining to app user
BEST PRACTICES OF IN-APP:
#1 FIND THE RIGHT USER SEGMENTS
Identify key attributes users should share
Build in-app messages without targeting specific groups
SEGMENT DO SEGMENT DON’T
Segment your ideal audience
BEST PRACTICES OF IN-APP:
#2 ANALYZE YOUR FUNNEL
Pinpoint important user actions within the app
Create campaigns that don’t correspond to
conversion steps
FUNNEL DO’S FUNNEL DON’T
Analyze how users are moving through funnels
BEST PRACTICES OF IN-APP:
#3 CREATE A PERSONALIZED OFFER
Determine offer and preceding conversion steps
Make offer feel intrusive or unnatural
OFFER DO’S OFFER DON’T
Align with the right audience
Integrate offer into funnel
BEST PRACTICES OF IN-APP:
#4 WRITE COMPELLING CONTENT
Speak to benefits Make it too long
CONTENT DO’S CONTENT DON’T’S
Make value-add clear (“what’s in it for me?”)
Use actionable and enticing copy-text
BEST PRACTICES OF IN-APP:
#5 ADD A CLEAR CALL-TO-ACTION
Make CTA highly visual Make button too small to click
CTA DO’S CTA DON’T
Use quick verbs to convey action
BEST PRACTICES OF IN-APP:
#6 INCORPORATE VISUAL BRANDING
Maintain brand identity with typeface and color
Make in-app message look like an ad
BRANDING DO’S BRANDING DON’TS
Experiment with visual elements (borders, icons, etc.)
BEST PRACTICES OF IN-APP:
#8 A/B TEST
Test different content layout, timing, etc.
Change more than one thing at a time
A/B DO A/B DON’T
BEST PRACTICES OF IN-APP:
#9 TRACK METRICS FOR SUCCESS
Always measure all campaigns & track important metrics
Keep app analytics separate from app marketing
METRICS DO METRICS DON’T
WHO: Segmented audience Targeted offers Carefully timed A/B tested and automated Improve conversions
WHAT: WHEN:
HOW: WHY:
PUSH & IN APP DONE RIGHT (IN A NUTSHELL):
ENGAGEMENT IS THE FUTURE OF MOBILE
LOOKING FOR MORE?
Free eBook: The Complete Guide to In-App Messaging
Free eBook: Recipes for Perfect Push Messages
Localytics.com/resources
Q&A