The Do's and Don'ts of Stellar Push and In-App Messaging
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Transcript of The Do's and Don'ts of Stellar Push and In-App Messaging
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Do’s & Don’ts STELLAR PUSH AND IN-APP MARKETING CAMPAIGNS
THE
OF
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#AppAnswers
MEET YOUR HOSTS
Annum Munir Content Marketing Specialist
@annummunir
Richard Sgro App Marketing Expert
@sosgro
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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
#AppAnswers
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OVERVIEW OF MOBILE ENGAGEMENT
#AppAnswers
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APPS DOWNLOADED EVERY SECOND - TechCrunch
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MOBILE APP USERS IN 2017
- Portio Research
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BUT WAIT…
#AppAnswers
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OF APPS ARE USED
ONLY - Localytics
ONCE
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What is Mobile Engagement?
#AppAnswers
• Users continually return to your app
• One-timers turn
into power users
Welcome back!
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HOW TO ENGAGE USERS: PUSH & IN-APP MESSAGING
#AppAnswers
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What are Push Messages?
#AppAnswers
• Delivered to home screen when user is outside your app
• Drive attention and traffic back to app
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Remember me?
Oh yes! Nice to see you again.
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What are In-App Messages?
#AppAnswers
• Displayed while user is actively using your app
• Drive interaction and discovery within app
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That is cool!
Check out this cool feature.
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SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF PUSH MESSAGES
#AppAnswers
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OF SMARTPHONE USERS HAVE ENABLED PUSH NOTIFCATIONS
- Responsys
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OF CELL PHONE USERS HAVE SLEPT WITH THEIR PHONES SO THEY DON’T MISS A NOTIFICATION
- Pew Research Center
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PUSH IS POWERFUL IF YOU DO IT RIGHT
#AppAnswers
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BEST PRACTICES OF PUSH:
#AppAnswers
#1 Make it easy to subscribe (in and out)
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#AppAnswers
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
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BEST PRACTICES OF PUSH:
#AppAnswers
#2 Create user segments
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#AppAnswers
Group people based on important characteristics Target push messages to right segments
Employ a “one size fits all” strategy
Do’s & Don’ts
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BEST PRACTICES OF PUSH:
#AppAnswers
#3 Use personalized, actionable language
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#AppAnswers
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
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BEST PRACTICES OF PUSH:
#AppAnswers
#4 Carefully control timing
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#AppAnswers
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
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BEST PRACTICES OF PUSH:
#AppAnswers
#5 Identify the right frequency
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#AppAnswers
Figure out what frequency suits your audience (depends on type of app)
Send messages too frequently
Do’s & Don’ts
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BEST PRACTICES OF PUSH:
#AppAnswers
#6 A/B test to see what text works best
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#AppAnswers
Test different action words, phrases, offers, message lengths, etc.
Be afraid to experiment
Do’s & Don’ts
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BEST PRACTICES OF PUSH:
#AppAnswers
#7 Use marketing automation
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#AppAnswers
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
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BEST PRACTICES OF PUSH:
#AppAnswers
#8 Measure the metrics that matter
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#AppAnswers
Identify and track relevant metrics Use app analytics to improve app marketing (closed loop system)
Focus on just app opens
Do’s & Don’ts
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STELLAR EXAMPLES TOP 3 PUSH CAMPAIGNS BY
INDUSTRY
#AppAnswers
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M/ECOMMERCE APPS:
#AppAnswers
Limited time deals based on hobbies
$
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#AppAnswers
Target habits and likes
Convey urgency
Call-to-action
Communicate special offers
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FITNESS APPS:
#AppAnswers
Keep users on track
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#AppAnswers
Use push for motivation and accountability
Keep users engaged and working toward goals
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ALL APPS:
#AppAnswers
Highlight new features
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#AppAnswers
Drive app traffic and exploration
Highlight cool features
Use deep linking
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PUSH MESSAGING: KEY TAKEAWAYS
#AppAnswers
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Push Messages:
Drive app traffic Simple format Outside app (loud)
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SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF IN-APP MESSAGING
#AppAnswers
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What are In-App Messages?
#AppAnswers
• Displayed while user is actively using your app
• Drive interaction and discovery within app
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BEST PRACTICES OF IN-APP:
#AppAnswers
#1 Find the right user segments
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#AppAnswers
Identify key attributes users should share Segment your ideal audience
Build in-app messages without targeting specific groups
Do’s & Don’ts
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BEST PRACTICES OF IN-APP:
#AppAnswers
#2 Analyze your funnels
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#AppAnswers
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
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BEST PRACTICES OF IN-APP:
#AppAnswers
#3 Create a personalized offer
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#AppAnswers
Determine offer and preceding conversion steps Align with right audience Integrate offer into funnel
Make offer feel intrusive or unnatural
Do’s & Don’ts
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BEST PRACTICES OF IN-APP:
#AppAnswers
#4 Write compelling content
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#AppAnswers
Speak to benefits Make value-add clear (“What’s in it for me?”)
Use actionable language
Make it too long
Do’s & Don’ts
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BEST PRACTICES OF IN-APP:
#AppAnswers
#5 Add a clear call-to-action
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#AppAnswers
Make CTA highly visual Use quick verbs to convey action
Make button too small to click
Do’s & Don’ts
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BEST PRACTICES OF IN-APP:
#AppAnswers
#6 Incorporate visual branding
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#AppAnswers
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
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BEST PRACTICES OF IN-APP:
#AppAnswers
#7 Use marketing automation
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#AppAnswers
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
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BEST PRACTICES OF IN-APP:
#AppAnswers
#8 A/B test
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#AppAnswers
Test different content, layout, timing, etc.
Fail to get additional insights by not changing things
Do’s & Don’ts
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BEST PRACTICES OF IN-APP:
#AppAnswers
#9 Measure and repeat
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#AppAnswers
Always measure all campaigns Track important metrics (like impressions, click-through rates, etc.)
Keep app analytics separate from app marketing
Do’s & Don’ts
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STELLAR EXAMPLES TOP 3 IN-APP CAMPAIGNS BY
INDUSTRY
#AppAnswers
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M/ECOMMERCE APPS:
#AppAnswers
Coupons after viewing product
$
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MORE LIKELY TO REDEEM MOBILE COUPONS VS. PRINT COUPONS
- Juniper Research
CONSUMERS ARE
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#AppAnswers
Concise text to communicate offer
Brand color incorporated Clear CTA
Triggered after product view (based on in-app behavior)
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TRAVEL APPS:
#AppAnswers
Reward signing in/up
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#AppAnswers
“Do this to earn rewards”
Large enough to click
Actionable CTA
Highlight benefit
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ALL APPS:
#AppAnswers
NPS survey
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#AppAnswers
Warm messaging
Easy to answer 1 question survey
Promoters can be further nurtured to rate app in app store (detractors can provide feedback)
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IN-APP MESSAGING: KEY TAKEAWAYS
#AppAnswers
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In-App Messages:
Drive discovery & interaction
Rich design Inside app (subtle)
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MOBILE ENGAGEMENT: THE FUTURE
#AppAnswers
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#AppAnswers
FUTURE OF ENGAGEMENT: Android
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Richer Push Notifications
• Messages with images (not just app icons)
• More interactive push notifications (less friction)
• More A/B testing variations
to play with
#AppAnswers
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#AppAnswers
FUTURE OF ENGAGEMENT: Apple
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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.)
#AppAnswers
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#AppAnswers
FUTURE OF ENGAGEMENT:
Proximity awareness
![Page 80: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/80.jpg)
Geofencing
![Page 81: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/81.jpg)
iBeacons
![Page 82: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/82.jpg)
#AppAnswers
FUTURE OF ENGAGEMENT:
Personalization
![Page 83: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/83.jpg)
User Profiles
![Page 84: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/84.jpg)
#AppAnswers
FUTURE OF ENGAGEMENT:
Multi-channel approach
![Page 85: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/85.jpg)
Multi-channel approach
![Page 86: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/86.jpg)
MOBILE IS GOING TO CHANGE…
#AppAnswers
![Page 87: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/87.jpg)
BUT THESE THINGS WILL REMAIN TRUE
#AppAnswers
![Page 88: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/88.jpg)
KEY BEST PRACTICES OF: TOP-PERFORMING CAMPAIGNS
#AppAnswers
![Page 89: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/89.jpg)
Key Components of Awesome App Marketing
WHO: Segmented audience
Targeted offers Carefully timed
A/B tested and automated
Improve conversions
WHAT:
WHEN:
HOW:
WHY:
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WHAT DO I DO NOW? NEXT STEPS
#AppAnswers
![Page 91: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/91.jpg)
ADDITIONAL RESOURCES
#AppAnswers
![Page 92: The Do's and Don'ts of Stellar Push and In-App Messaging](https://reader031.fdocuments.in/reader031/viewer/2022030317/53ee92288d7f72633d8b9d2f/html5/thumbnails/92.jpg)
Q&A
#AppAnswers