During Grow.co's MAU Las Vegas 2016, Appboy VP of Customer Success, Spencer Burke, shared best practices for mobile acquisition, retention, and monetization alongside Urban Outfitter's Senior Director of Global CRM and Customer Analytics, Andrew Rauch.

1. ANDREW RAUCH, SENIOR DIRECTOR OF GLOBAL CRM AND CUSTOMER ANALYTICS, URBAN OUTFITTERS
A CASE STUDY IN MOBILE GROWTH:
BEST PRACTICES FOR
ACQUISITION, RETENTION,
MONETIZATION
SPENCER BURKE, VP OF CUSTOMER SUCCESS, APPBOY

2. S T R I C T LY C O N F I D E N T I A L / 2
INTRODUCTIONS
ANDREW RAUCH
SENIOR DIRECTOR OF GLOBAL CRM & CUSTOMER ANALYTICS,
URBAN OUTFITTERS
SPENCER BURKE
VP OF CUSTOMER SUCCESS,
APPBOY

3. S T R I C T LY C O N F I D E N T I A L / 3
Operating 200 stores across THREE continents
with 10,000 employees
Founded in 1970 in Philadelphia, PA
Offering experiential retail and online environments with
a well-curated mix of women’s, men’s, accessories and
home product assortments.
Last year, we shipped to over 120 countries
around the globe
“THE KEY TO SUCCESS IS BEING A
STUDENT OF THE CUSTOMER. WE
JUST TRY TO GIVE OUR CUSTOMERS
WHAT THEY WANT.”
— RICHARD HAYNE, PRESIDENT AND CEO OF

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
115+ 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 / 5
WE EMPOWER BRANDS TO BUILD
LONG-TERM RELATIONSHIPS
WITH THEIR CUSTOMERS

6. S T R I C T LY C O N F I D E N T I A L / 6
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

7. S T R I C T LY C O N F I D E N T I A L / 7
SO, HOW DO YOU INCREASE RETENTION AND
GROWTH IN THIS COMPLEX LANDSCAPE?

8. S T R I C T LY C O N F I D E N T I A L / 8
HERE ARE FIVE COLLECTIVE LEARNINGS FOR
HOWTO INCREASE RETENTION + GROWTH.

9. S T R I C T LY C O N F I D E N T I A L / 9
01: ONBOARDING IS ESSENTIAL.

10. S T R I C T LY C O N F I D E N T I A L / 1 0
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
Urban Outfitters
Receive 30% Off Sale Merchandise at our
25th Anniversary Party @ UO Seattle!
2m ago
slide to view

11. 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 1
IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA

12. 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 2

13. S T R I C T LY C O N F I D E N T I A L / 1 3
WELCOME PUSH NOTIFICATIONS NEW LOYALTY MEMBER NEWS FEED
TO EARN TRUST, URBAN OUTFITTERS SHARES TIPS WITH NEW USERS.

14. S T R I C T LY C O N F I D E N T I A L / 1 4
02: LEVERAGE MULTIPLE CHANNELS.

15. S T R I C T LY C O N F I D E N T I A L / 1 5
BE SURE TO
MATCH EACH
MESSAGE TO THE
MEDIUM.
UO PUT THIS TO
THE TEST TO DRIVE
RESULTS…
SIMPLE
CONTENT
RICH
CONTENT
HIGH URGENCY
LOW URGENCY
PUSH EMAIL
IN-APP/BROWSER
NOTIFICATIONS
NEWS FEED

16. S T R I C T LY C O N F I D E N T I A L / 16
PUSH
NEWS FEED HIGHLIGHTS
OFFER IN-APP
EMAIL WARNING OF THE
SALE’S FINAL DAY
1.7X LIFTWHEN
USING MULTIPLE
CHANNELS IN
TANDEM.
UO SEES A

17. S T R I C T LY C O N F I D E N T I A L / 1 7
03: GET CREATIVE WITH ENGAGEMENT EFFORTS

18. S T R I C T LY C O N F I D E N T I A L / 1 8
ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS

19. S T R I C T LY C O N F I D E N T I A L / 1 9
WHEN USING
PERSONALIZATION,
CONVERSION RATES
ARE 3X HIGHER.

20. S T R I C T LY C O N F I D E N T I A L / 2 0
04: START EXPERIMENTING, ITERATE QUICKLY.

21. 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 1
VARIANT 1 VARIANT 2 VARIANT 3

22. 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.
2 2
VARIANT A VARIANT B
PROJECTED WINNER
25%
LIFT WITH
“VARIANT B”

23. S T R I C T LY C O N F I D E N T I A L / 2 3
05: BE YOUR CUSTOMERS’ RITUAL

24. S T R I C T LY C O N F I D E N T I A L / 2 4
PEOPLE ARE
CREATURES OF HABIT.
CONSISTENT
ENGAGEMENT IS KEY
FOR A HEALTHY
RELATIONSHIP.

25. S T R I C T LY C O N F I D E N T I A L / 2 5
ONLY 55% OF
YOUR CUSTOMERS
WILL RETURN IN
THE NEXT THREE
MONTHS.

26. S T R I C T LY C O N F I D E N T I A L / 2 6
IF YOU IGNORE THE
RELATIONSHIP IN
THE FIRST MONTH,
RETENTION DROPS
TO 23%.

27. S T R I C T LY C O N F I D E N T I A L / 2 7
LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.

28. S T R I C T LY C O N F I D E N T I A L / 2 8
KEYTAKEAWAYS

29. S T R I C T LY C O N F I D E N T I A L / 2 9
1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL

30. S T R I C T LY C O N F I D E N T I A L / 3 0
THANKYOU
MARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /