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Mobile Tactics Improve Customer Retention
- 1. B a t t l e f i e l d Ta c t i c s t o I m p r o v e C u s t o m e r R e t e n t i o n o n M o b i l e H e n r y C i p o l l a , C o - f o u n d e r & C T O
- 2. • Expect immediate value every time • Want a seamless mobile experience across devices • Demand personalized content tailored to their specific behavior, location and interactions • Really don’t like to be annoyed by useless push messages • Perceive there to be an infinite number of apps Consumer Demands
- 3. Bad mobile engagement happens
- 5. ▪ 25% of users will only launch your app once ▪ 35% of push messages are not segmented ▪ 50% of people already view push as annoying ▪ 48% of people opt-out of push ▪ The most popular metric for determining mobile success is downloads Signs point to tipping in the wrong direction
- 7. Yet, we know users want push Users with push enabled have 88% more app launches Source: Localytics, 2014
- 8. How do we shift toward the right path?
- 9. • Manage opt-in • Personalize experiences with segments, not words • Send fewer, better messages • It is too late for retention campaigns #feedyourapp
- 10. • Manage opt-in • Personalize experiences with segments, not words • Send fewer, better messages • It is too late for retention campaigns #feedyourapp
- 11. Bad Example Do not immediately ask for push permissions (first launch)
- 13. • Manage opt-in • Personalize experiences with segments, not words • Send fewer, better messages • It is too late for retention campaigns #feedyourapp
- 14. Source: Localytics, 2014 “Hi Henry” is NOT personalization
- 15. Sports Apparel App (your entire userbase) Segment your audience #feedyourapp
- 16. 3% of broadcast push messages are clicked 7% of targeted push messages are clicked 15% of users converted 54% of users converted BROADCAST TARGETED Segment your audience • v s
- 17. We’ve observed that granular, multi-factor targeting has an immediate, material impact on retention across a range of app sizes, categories, and business models. +190% +250% +440% 7-DayRetention%
- 18. • Manage opt-in • Personalize experiences with segments, not words • Send fewer, better messages • It is too late for retention campaigns #feedyourapp
- 21. • Manage opt-in • Personalize experiences with segments, not words • Send fewer, better messages • It is too late for retention campaigns #feedyourapp
- 22. 22 The Churn problem trumps the logic of traditional segmentation and targeting… …once you’ve observed a user to churn, it’s already too late.
- 23. 23 Delivery Hero beat churn by getting ahead of the problem. THE RESULT: > 11% increase in retention in first 30 days. About: - Takeaway and food delivery platform - 2,000 Employees - 34 international markets - 10 million monthly orders - $3.1 billion valuation (June 2015) THE OPPORTUNITY: Predictive targeting & personalization at scale.
- 24. 24 By identifying risky behavior early in the user lifecycle… Discovering the ‘aha!’ moments that lead to true product adoption • 7+ friends in any given user’s first 10 days For Delivery Hero… - Users who performed 1+ Checkout Success Events in their first 14 days were 16% less likely to churn; and - Users who performed 3+ Restaurant Tapped events in their first 3 days were 13% less likely to churn - Chamath Palihapitiya Growth @ Facebook
- 25. 25 …to segment and communicate with churn risk users. - Predictively segment which users are at-risk of churn - As users become flagged for churn risk, put them on a ‘happy path’ towards retention - Sequence of touch points optimized towards maximizing ROI
- 26. S A L E S F O R C E M A R K E T I N G C L O U D I N T E G R AT I O N
- 27. The Localytics/SFMC integration solves these challenges: • Localytics Profile data is combined with SFMC Contact data, giving you one complete picture of your users across web and mobile • Create multi-channel engagement by including Localytics messages in your SFMC Journey Builder campaigns
- 28. THANK YOU
Editor's Notes
- Most importantly, the iPhone has completely changed consumers’ expectations. Now, they look for brands they trust – if their main interactions with us are over their personal phones, trust is critical. Now, they look for value at the exact moment they need it – today, that’s primarily being delivered through apps but is quickly changing to include things like push notifications and widgets. Now, they interact with us for brief moments of time but multiple times a day. This “rising action” in the story of the mobile revolution is critical, as it creates a huge opportunity for brands…but it’s an opportunity they haven’t figured out how to take advantage of yet.
- Bad engagement happens, and it can be costly: 25% of apps are only used once 50% of users disable push notifications First month retention is 3x higher when users have push Personalized push campaigns drive 3x more conversions than broadcast push campaigns
- Opposing forces are slamming together: Consumers want personalized experiences, but they are concerned about privacy Mobile promises great engagement – but it can also be a fierce, and largely misunderstood, distractor Access to data, provided by technology and machine learning, gives us the power to do mobile right – and the temptation to do it wrong Engagement is viewed as marketing jargon – but it’s very definition is different with mobile Shift in the space as it matures to caring about retention Is this the normal evolution of any new space – dot.com, get visitors to my site, now what do I do with those visitors, how do I monetize them and keep them coming back Forrester data or quote Harvard Biz Review
- Based on the millions of campaigns run with the largest publishers in the app stores, we’ve seen that targeted, personalized push messaging can increase engagement by 400%. But, less than 20% of marketers are including this kind of targeting in their push campaigns today, mostly because they don’t have the requisite data. Include an example relevant to your prospect/customer here; Example: For ESPN, this may be sending push targeted to users’ location, the category of previous articles read, videos watched, and favorite sports teams.