Launch Festival 2016 - Push Notifications -- You're Doing it Wrong
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Transcript of Launch Festival 2016 - Push Notifications -- You're Doing it Wrong
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Mobile Push Notifications – You’re Doing it WrongRichard Sgro, LocalyticsDirector of Solutions Engineering, West & APAC@SoSgro
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Nielsen, 2014
41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.
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25%THE PERCENTAGE OF USERS WHO ONLY
OPEN AN APP ONCE.
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Your 3 Step Plan1. Managed Opt-in2. Prioritize user value3. Profit! (through segments)
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Your 3 Step Plan1. Manage Opt-in2. Prioritize user value3. Profit! (through segments)
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DON’T ask users to opt in immediately after launching the app for the first time
(first launch)
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THEN, ask them to opt in with a unique, well-designed in-app message
Welcome users with a sequence of introductory
screens
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Your 3 Step Plan1. Manage Opt-in2. Prioritize user value3. Profit! (through segments)
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Good - Extend App Functionality
• Sports scores and breaking news stories• Social updates • Immediate action experiences• Notifications of progress
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Bad – Compete for Attention
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Your 3 Step Plan1. Manage Opt-in2. Prioritize user value3. Profit! (through segments)
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Travel Apparel App
(your entire userbase)
Segment Your Audience
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3% of broadcast pushmessages are clicked
7% of targeted pushmessages are clicked
15% of users converted 54% of users converted
BROADCAST TARGETED
Segment
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Imagine an app with 100,000 users
&A $5 average sale price
Segment!
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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!
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BROADCAST TARGETED
Profit!
$2,250 $18,900
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Signs you’re doing push wrong• Very large audiences• No deep links• Actions don’t impact my messages• Use my first name• Success = engagement