There are strategies to shift from good push notifications to great engagement with loyal brand advocates. Do you use push notifications in your app? In-app messaging? Are you targeting your mobile messaging to specific users? There is so much more precision we can use in our messaging today. Consumers have so much more control they can apply to their media consumption. Learn more here and please reach out to Urban Airship with any questions on mobile engagement marketing or developer strategies.

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The Mobile Engagement Playbook
Going from Good to Great

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Topics
• Benchmarks for opt-ins and engagement
• The 4 stages of mobile engagement
• What top performers are doing
• The impact of data insights
• Key takeaways

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Mobile is accelerating the
“age of the customer”

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The funnel is
blown to bits.
- Jake Sorofman, Gartner

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Drive Downloads
& Messages
• Mobile is the front door
• Personalization is the focus
• Meet the user where they
are
Own the
“Moments that Matter”

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User-Level
Insight
Mobile-First
Engagement
Own the mobile moments that matter
Open
Ecosystem

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The Remote Control to Our Lives

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The Urban Airship Solution
Total control of your mobile footprint
Grow and retain
mobile app audience
Reach and engage mobile
audiences without an app
User-level intelligence and
retargeting
Stream mobile data to any
business system
ENGAGE
INSIGHT CONNECT
WALLET

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Great Engagement Starts with Great Data
Advertisin
g
Email
In-App
Behaviors
In-
App
Locatio
n Data
Message
Center POS
Push
Socia
l
Wallet Websit
e
Integrations
Urban Airship

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Different Channels, Different Reach
Push Notifications Push
notification
opt-ins (iOS)
*
100%0% 50%
In-app Messages Majority of app
users
100%0% 50%
Message Center 100%
of app users
100%0% 50%
Mobile Wallet 100%
of smartphone users
100%0% 50%
*Android doesn’t require opt-in, so it’s 100%

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1
New customer
Onboarding
Welcome
series
Push opt-in
Location opt-
in
Conversion
Product view
Add to cart
First purchase
Retention
Replenishment
Loyalty member sign-
up
Customer sat
Service reminders
Re-engagement
Win-back programs
Account re-activation
4 critical stages in mobile engagement
Retarget and
reacquire
Increase
brand value
3
4
2

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What are top
performers
doing?

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Where Do Your Needs Intersect?
USERBRAND
• Reach, engage, retain
customers
• Generate repeat
business
• Gain user insight
• Reduce cost
• Operational efficiency
• Easy & convenient
• Save money
• Save time
• Security
• Better deals
• Be reminded

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Massive gap between average and leaders
45% greater opt in rates

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Tell Them Why They Should Opt-In

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Make it contextual

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Use in-app messages to target opt-outs

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It really works
NHL’s opt-in rate
increased 31%
since implementing value
proposition messaging
Before After

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Welcome Series Automation Drives Results
Higher
Redemption Rate
than typical free offers with automated
welcome series messaging.
300%

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Pinpoint Targeting Boosts Conversion
Conversion rate
for highly-targeted
last-minute ticket offers.
32%
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Targeting Boosts Response 4-7X

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Sell Product & Build Brand
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Message Centers Double Read Rates
8X Greater Direct Response Than Push
Comparing average message center read rate to direct taps on a push
Notifications Double Read Rates
While home screen badges increase read rates 23%
High-performing apps see nearly half of all
messages read
Overall average read rate for high-performing apps is 44%, while it is 49%
for retail apps

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Beyond the App: Mobile Wallet
Relevant
Personalized and location-aware
Convenient
Store all of your coupons, cards, and event
passes in one place
Persistent & timely
Reach 100% of your
mobile audience: no app
necessary.
123456789
123456789

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Lock in Loyalty
Leverage wallet items as ongoing engagement channels

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Moving beyond campaigns
Insight
Engagement
Action

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Accelerate
growth with data
insights
@urbanairship

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Urban Airship Insight
User-level intelligence for smarter action
INSIGHT

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Activation
Retention
Referral
Revenue
Acquisition
Insight powers growth
How can I find more high value customers?
How can I improve user activation?
How can I optimize user retention?
Which audiences are likely to refer my app?
Which audiences are likely to drive future revenue?

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Acquisition: Create look-a-like campaigns
Find highly engaged users in your app Upload into Facebook to find mor

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Activation: Find audiences primed for action
Use path analysis to find users that are on the threshold to
convert

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Retention: Optimize user flows
Measure updates in your welcome series through cohort
analysis
Welcome Series A
Welcome Series B
Sent message Sent message Sent message

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v
Retention: Create re-engagement campaigns
• Identify users that
recently uninstalled
• Export a list for an e-mail, or
social winback campaign

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Referral: Find your fans and encourage sharing
Drilldown into users that
recently active
And find users that also
visit frequently

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Revenue: Monetize engaged audiences
Retarget users that responded to an earlier message to boost conversion

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Stream mobile context to any business system
Power omni-channel engagement

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Transform Relationships at Scale

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Takeaways
Move from good to great:
• Great data leads to great engagement
• Welcome your users like you would a good friend
• Mine user-level insight
• Engineer mobile moments

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We deliver leading mobile engagement
for more than 1,500 brands.

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