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

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

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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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