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MEIKE MARYSKA, CRM TECH LEAD, DELIVERY HERO
MYLES KLEEGER, CRO, APPBOY
A CASE STUDY IN MOBILE GROWTH:
BEST PRACTICES FOR
ACQUISITION, RETENTION,
MONETIZATION
S T R I C T LY C O N F I D E N T I A L / 2
INTRODUCTIONS
MEIKE MARYSKA
SENIOR CRM TECH LEAD,

DELIVERY HERO
MYLES KLEEGER
CRO,

APPBOY
S T R I C T LY C O N F I D E N T I A L / 3
DELIVERY HERO TKTKT
Operating in 34 markets across FIVE continents
with 2,500 employees
THE EASIEST

WAY TO YOUR
FAVOURITE FOOD
Founded in May 2011
The largest food network in the world with more than
200,000 participating restaurants
Global leader in the space with 12 million orders
processed each month
S T R I C T LY C O N F I D E N T I A L / 4
MESSAGES/MO. EVENTS/MO.
Founded in 2011
100+ employees and growing
Offices in NYC,SF and LONDON
MAU/MO.
400 +
APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS
M 2 +B 100 +B
S T R I C T LY C O N F I D E N T I A L / 5TV
INTELLIGENT CRM
FOR OUR MOBILE-
CENTRIC WORLD
WEARABLES
PUSH
NOTIFICATIONS
IN-APP/
BROWSER
MESSAGES
FACEBOOK
MOBILE/DESKTOP WEB
NEWS FEED CARDS
TV
EMAILS
S T R I C T LY C O N F I D E N T I A L / 6
WE EMPOWER BRANDS TO BUILD

LONG-TERM RELATIONSHIPS

WITH THEIR CUSTOMERS
S T R I C T LY C O N F I D E N T I A L / 7
SOURCE: FIKSU, DECEMBER 2015, ANDROID
€3,03COST PER INSTALL
S T R I C T LY C O N F I D E N T I A L / 8
MOST OF YOU

WILL ONLY

RETAIN BETWEEN 

10-20%

OF YOUR
CUSTOMERS.
0
25
50
75
100
0 1 3 7 14 30 60 90
NEXT 5000 

APPS
DAYS SINCE APP INSTALL
SOURCE: QUETTRA VIA ANDREW CHEN
NEXT 100

APPS
NEXT 50 

APPS
TOP 10 

APPS
S T R I C T LY C O N F I D E N T I A L / 9
SOURCE: APPBOY ANALYSIS
€14to€30EFFECTIVE COST PER ENGAGED CUSTOMER
S T R I C T LY C O N F I D E N T I A L / 1 0
SO, HOW DO YOU INCREASE RETENTION AND
GROWTH IN THIS COMPLEX LANDSCAPE?
S T R I C T LY C O N F I D E N T I A L / 1 1
HERE ARE FIVE COLLECTIVE LEARNINGS FOR
HOWTO INCREASE RETENTION + GROWTH.
S T R I C T LY C O N F I D E N T I A L / 1 2
01: ONBOARDING IS ESSENTIAL.
S T R I C T LY C O N F I D E N T I A L /
BUILD VALUE BY EDUCATING NEW CUSTOMERS FROM THE START.
1 3
S T R I C T LY C O N F I D E N T I A L / 1 4
PUSH NOTIFICATIONS

ARE A MOBILE MARKETER’S
BEST FRIEND.
Apps that implement push see a
71% increase in two-month retention
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
S T R I C T LY C O N F I D E N T I A L /
PUSH OPT-IN RATES (IOS)
B2B + FINANCE
26%
RETAIL + COMMERCE
37%
UTILITY
40%
MEDIA + ENTERTAINMENT
46%
MEDICAL + HEALTH + FITNESS
54%
TRAVEL + TRANSPORTATION
50%
GAMING
32%
SOCIAL + MESSAGING
38%
FOOD + BEVERAGE
47%
EDUCATION
32%
1 5
IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA
S T R I C T LY C O N F I D E N T I A L /
PUSH OPT-IN RATES (ANDROID)
SOURCE: APPBOY PROPRIETARY DATA
52%61% 51% 52% 66%
65% 57% 66% 53% 71%
B2B + FINANCE RETAIL + COMMERCE UTILITY MEDIA + ENTERTAINMENT MEDICAL + HEALTH + FITNESS
TRAVEL + TRANSPORTATION GAMING SOCIAL + MESSAGING FOOD + BEVERAGE EDUCATION
1 6
SIMILARLY, CUSTOMERS ALSO OPT-OUT OF ANDROID PUSH.
S T R I C T LY C O N F I D E N T I A L /
BOOST OPT-IN RATES WITH PROPER PRIMING.
1 7
S T R I C T LY C O N F I D E N T I A L / 1 8
PUSH GENERAL WELCOME PUSH WELCOME AFTER FIRST ORDER
TO EARN TRUST, DELIVERY HERO FOCUSES ON BUILDING AN EXPECTED RAPPORT.
S T R I C T LY C O N F I D E N T I A L / 1 9
02: LEVERAGE MULTIPLE CHANNELS.
S T R I C T LY C O N F I D E N T I A L / 2 0
PUSH
NEWS FEED CARDS IN-APP
EMAIL
USE MORE THAN ONE
CHANNEL TOGETHER,

AND INCREASE

CONVERSIONS BY
2.2X
S T R I C T LY C O N F I D E N T I A L / 2 1
BE SURE TO
MATCH EACH
MESSAGE TO
THE MEDIUM.
SIMPLE
CONTENT
RICH
CONTENT
HIGH URGENCY
LOW URGENCY
PUSH EMAIL
IN-APP/BROWSER 

NOTIFICATIONS
NEWS FEED
S T R I C T LY C O N F I D E N T I A L / 22
PUSH
NEWS FEED HIGHLIGHTS
NEW RESTAURANTS
IN-APP MESSAGE PROMPTS
USERS TO RATE ORDERS
2X UPLIFT
WHEN USING
MULTIPLE CHANNELS
IN TANDEM.
DELIVERY HERO SEES A
S T R I C T LY C O N F I D E N T I A L / 2 3
DELIVERY HERO CAPTURES THE STRENGTH OF EACH CHANNEL WITH SYNCED MESSAGES.
PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE
S T R I C T LY C O N F I D E N T I A L / 2 4
03: GET CREATIVE WITH ENGAGEMENT EFFORTS
S T R I C T LY C O N F I D E N T I A L / 2 5
ADDING AN IMAGE
TO YOUR MESSAGES
RESULTS IN A

57% UPLIFT IN
CONVERSIONS.
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
S T R I C T LY C O N F I D E N T I A L / 2 6
WHEN USING
PERSONALIZATION,
CONVERSION RATES
ARE 3X HIGHER.
S T R I C T LY C O N F I D E N T I A L / 2 7
WE CREATE CONTEXTUAL RELEVANCE WITH LOCALIZATION AND PUBLIC APIS.
GERMANY
COLOMBIA
KUWAITKOREA
LATIN AMERICA
S T R I C T LY C O N F I D E N T I A L / 2 8
04: START EXPERIMENTING, ITERATE QUICKLY.
S T R I C T LY C O N F I D E N T I A L /
CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%.
2 9
VARIANT 1 VARIANT 2 VARIANT 3
S T R I C T LY C O N F I D E N T I A L / 3 0
68% OF CARTS

ARE ABANDONED
WITHOUT THE
CUSTOMER

COMPLETING A
PURCHASE.
Drive monetization with targeted
incentives and reminders.
SOURCE: ECONSULTANCY
S T R I C T LY C O N F I D E N T I A L /
WHEN WE TEST, WE SEE HIGHER RESULTS.
3 1
VARIANT A - ABANDON CART VARIANT B - ABANDON CART
PROJECTED WINNER
25%
HIGHER
OPEN RATE
S T R I C T LY C O N F I D E N T I A L / 3 2
WE OPTIMIZE TIME TO INFLUENCE CUSTOMERS WITH ABANDONED CART CAMPAIGNS.
8-30M
WINDOW OF TIME
20X
UPLIFT IN AVG
CONVERSION RATES
S T R I C T LY C O N F I D E N T I A L / 3 3
05: BE YOUR CUSTOMERS’ RITUAL
S T R I C T LY C O N F I D E N T I A L / 3 4
PEOPLE ARE 

CREATURES OF HABIT.
CONSISTENT
ENGAGEMENT IS KEY
TO A HEALTHY
RELATIONSHIP.
S T R I C T LY C O N F I D E N T I A L /
S T R I C T LY C O N F I D E N T I A L / 3 5
ONLY 55% OF
YOUR CUSTOMERS
WILL RETURN IN
THE NEXT THREE
MONTHS.
S T R I C T LY C O N F I D E N T I A L /
S T R I C T LY C O N F I D E N T I A L / 3 6
IF YOU IGNORE THE
RELATIONSHIP IN
THE FIRST MONTH,
RETENTION DROPS
TO 23%.
S T R I C T LY C O N F I D E N T I A L /
S T R I C T LY C O N F I D E N T I A L / 3 7
ALTERNATIVELY, IF YOU
CONSISTENTLY INVEST IN
THE RELATIONSHIP,
RETENTION RISES TO 90%.
S T R I C T LY C O N F I D E N T I A L /
S T R I C T LY C O N F I D E N T I A L / 3 8
NEWS FEED FOR LOYALTY PROGRAM PROGRESSION
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.
S T R I C T LY C O N F I D E N T I A L / 3 9
KEYTAKEAWAYS
S T R I C T LY C O N F I D E N T I A L / 4 0
1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL
S T R I C T LY C O N F I D E N T I A L / 4 1
THANKYOU
MARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /

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Appboy eTail Germany Presentation - Delivery Hero Case Study

  • 1. MEIKE MARYSKA, CRM TECH LEAD, DELIVERY HERO MYLES KLEEGER, CRO, APPBOY A CASE STUDY IN MOBILE GROWTH: BEST PRACTICES FOR ACQUISITION, RETENTION, MONETIZATION
  • 2. S T R I C T LY C O N F I D E N T I A L / 2 INTRODUCTIONS MEIKE MARYSKA SENIOR CRM TECH LEAD,
 DELIVERY HERO MYLES KLEEGER CRO,
 APPBOY
  • 3. S T R I C T LY C O N F I D E N T I A L / 3 DELIVERY HERO TKTKT Operating in 34 markets across FIVE continents with 2,500 employees THE EASIEST
 WAY TO YOUR FAVOURITE FOOD Founded in May 2011 The largest food network in the world with more than 200,000 participating restaurants Global leader in the space with 12 million orders processed each month
  • 4. S T R I C T LY C O N F I D E N T I A L / 4 MESSAGES/MO. EVENTS/MO. Founded in 2011 100+ employees and growing Offices in NYC,SF and LONDON MAU/MO. 400 + APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS M 2 +B 100 +B
  • 5. S T R I C T LY C O N F I D E N T I A L / 5TV INTELLIGENT CRM FOR OUR MOBILE- CENTRIC WORLD WEARABLES PUSH NOTIFICATIONS IN-APP/ BROWSER MESSAGES FACEBOOK MOBILE/DESKTOP WEB NEWS FEED CARDS TV EMAILS
  • 6. S T R I C T LY C O N F I D E N T I A L / 6 WE EMPOWER BRANDS TO BUILD
 LONG-TERM RELATIONSHIPS
 WITH THEIR CUSTOMERS
  • 7. S T R I C T LY C O N F I D E N T I A L / 7 SOURCE: FIKSU, DECEMBER 2015, ANDROID €3,03COST PER INSTALL
  • 8. S T R I C T LY C O N F I D E N T I A L / 8 MOST OF YOU
 WILL ONLY
 RETAIN BETWEEN 
 10-20%
 OF YOUR CUSTOMERS. 0 25 50 75 100 0 1 3 7 14 30 60 90 NEXT 5000 
 APPS DAYS SINCE APP INSTALL SOURCE: QUETTRA VIA ANDREW CHEN NEXT 100
 APPS NEXT 50 
 APPS TOP 10 
 APPS
  • 9. S T R I C T LY C O N F I D E N T I A L / 9 SOURCE: APPBOY ANALYSIS €14to€30EFFECTIVE COST PER ENGAGED CUSTOMER
  • 10. S T R I C T LY C O N F I D E N T I A L / 1 0 SO, HOW DO YOU INCREASE RETENTION AND GROWTH IN THIS COMPLEX LANDSCAPE?
  • 11. S T R I C T LY C O N F I D E N T I A L / 1 1 HERE ARE FIVE COLLECTIVE LEARNINGS FOR HOWTO INCREASE RETENTION + GROWTH.
  • 12. S T R I C T LY C O N F I D E N T I A L / 1 2 01: ONBOARDING IS ESSENTIAL.
  • 13. S T R I C T LY C O N F I D E N T I A L / BUILD VALUE BY EDUCATING NEW CUSTOMERS FROM THE START. 1 3
  • 14. S T R I C T LY C O N F I D E N T I A L / 1 4 PUSH NOTIFICATIONS
 ARE A MOBILE MARKETER’S BEST FRIEND. Apps that implement push see a 71% increase in two-month retention SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
  • 15. S T R I C T LY C O N F I D E N T I A L / PUSH OPT-IN RATES (IOS) B2B + FINANCE 26% RETAIL + COMMERCE 37% UTILITY 40% MEDIA + ENTERTAINMENT 46% MEDICAL + HEALTH + FITNESS 54% TRAVEL + TRANSPORTATION 50% GAMING 32% SOCIAL + MESSAGING 38% FOOD + BEVERAGE 47% EDUCATION 32% 1 5 IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK. SOURCE: APPBOY PROPRIETARY DATA
  • 16. S T R I C T LY C O N F I D E N T I A L / PUSH OPT-IN RATES (ANDROID) SOURCE: APPBOY PROPRIETARY DATA 52%61% 51% 52% 66% 65% 57% 66% 53% 71% B2B + FINANCE RETAIL + COMMERCE UTILITY MEDIA + ENTERTAINMENT MEDICAL + HEALTH + FITNESS TRAVEL + TRANSPORTATION GAMING SOCIAL + MESSAGING FOOD + BEVERAGE EDUCATION 1 6 SIMILARLY, CUSTOMERS ALSO OPT-OUT OF ANDROID PUSH.
  • 17. S T R I C T LY C O N F I D E N T I A L / BOOST OPT-IN RATES WITH PROPER PRIMING. 1 7
  • 18. S T R I C T LY C O N F I D E N T I A L / 1 8 PUSH GENERAL WELCOME PUSH WELCOME AFTER FIRST ORDER TO EARN TRUST, DELIVERY HERO FOCUSES ON BUILDING AN EXPECTED RAPPORT.
  • 19. S T R I C T LY C O N F I D E N T I A L / 1 9 02: LEVERAGE MULTIPLE CHANNELS.
  • 20. S T R I C T LY C O N F I D E N T I A L / 2 0 PUSH NEWS FEED CARDS IN-APP EMAIL USE MORE THAN ONE CHANNEL TOGETHER,
 AND INCREASE
 CONVERSIONS BY 2.2X
  • 21. S T R I C T LY C O N F I D E N T I A L / 2 1 BE SURE TO MATCH EACH MESSAGE TO THE MEDIUM. SIMPLE CONTENT RICH CONTENT HIGH URGENCY LOW URGENCY PUSH EMAIL IN-APP/BROWSER 
 NOTIFICATIONS NEWS FEED
  • 22. S T R I C T LY C O N F I D E N T I A L / 22 PUSH NEWS FEED HIGHLIGHTS NEW RESTAURANTS IN-APP MESSAGE PROMPTS USERS TO RATE ORDERS 2X UPLIFT WHEN USING MULTIPLE CHANNELS IN TANDEM. DELIVERY HERO SEES A
  • 23. S T R I C T LY C O N F I D E N T I A L / 2 3 DELIVERY HERO CAPTURES THE STRENGTH OF EACH CHANNEL WITH SYNCED MESSAGES. PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE
  • 24. S T R I C T LY C O N F I D E N T I A L / 2 4 03: GET CREATIVE WITH ENGAGEMENT EFFORTS
  • 25. S T R I C T LY C O N F I D E N T I A L / 2 5 ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A
 57% UPLIFT IN CONVERSIONS. SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
  • 26. S T R I C T LY C O N F I D E N T I A L / 2 6 WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.
  • 27. S T R I C T LY C O N F I D E N T I A L / 2 7 WE CREATE CONTEXTUAL RELEVANCE WITH LOCALIZATION AND PUBLIC APIS. GERMANY COLOMBIA KUWAITKOREA LATIN AMERICA
  • 28. S T R I C T LY C O N F I D E N T I A L / 2 8 04: START EXPERIMENTING, ITERATE QUICKLY.
  • 29. S T R I C T LY C O N F I D E N T I A L / CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%. 2 9 VARIANT 1 VARIANT 2 VARIANT 3
  • 30. S T R I C T LY C O N F I D E N T I A L / 3 0 68% OF CARTS
 ARE ABANDONED WITHOUT THE CUSTOMER
 COMPLETING A PURCHASE. Drive monetization with targeted incentives and reminders. SOURCE: ECONSULTANCY
  • 31. S T R I C T LY C O N F I D E N T I A L / WHEN WE TEST, WE SEE HIGHER RESULTS. 3 1 VARIANT A - ABANDON CART VARIANT B - ABANDON CART PROJECTED WINNER 25% HIGHER OPEN RATE
  • 32. S T R I C T LY C O N F I D E N T I A L / 3 2 WE OPTIMIZE TIME TO INFLUENCE CUSTOMERS WITH ABANDONED CART CAMPAIGNS. 8-30M WINDOW OF TIME 20X UPLIFT IN AVG CONVERSION RATES
  • 33. S T R I C T LY C O N F I D E N T I A L / 3 3 05: BE YOUR CUSTOMERS’ RITUAL
  • 34. S T R I C T LY C O N F I D E N T I A L / 3 4 PEOPLE ARE 
 CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY TO A HEALTHY RELATIONSHIP. S T R I C T LY C O N F I D E N T I A L /
  • 35. S T R I C T LY C O N F I D E N T I A L / 3 5 ONLY 55% OF YOUR CUSTOMERS WILL RETURN IN THE NEXT THREE MONTHS. S T R I C T LY C O N F I D E N T I A L /
  • 36. S T R I C T LY C O N F I D E N T I A L / 3 6 IF YOU IGNORE THE RELATIONSHIP IN THE FIRST MONTH, RETENTION DROPS TO 23%. S T R I C T LY C O N F I D E N T I A L /
  • 37. S T R I C T LY C O N F I D E N T I A L / 3 7 ALTERNATIVELY, IF YOU CONSISTENTLY INVEST IN THE RELATIONSHIP, RETENTION RISES TO 90%. S T R I C T LY C O N F I D E N T I A L /
  • 38. S T R I C T LY C O N F I D E N T I A L / 3 8 NEWS FEED FOR LOYALTY PROGRAM PROGRESSION FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.
  • 39. S T R I C T LY C O N F I D E N T I A L / 3 9 KEYTAKEAWAYS
  • 40. S T R I C T LY C O N F I D E N T I A L / 4 0 1 / ONBOARDING IS ESSENTIAL 2 / LEVERAGE MULTIPLE CHANNELS 3 / GET CREATIVE WITH ENGAGEMENT EFFORTS 4 / START EXPERIMENTING, ITERATE QUICKLY 5 / BE YOUR CUSTOMERS’ RITUAL
  • 41. S T R I C T LY C O N F I D E N T I A L / 4 1 THANKYOU MARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /