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Do's & Don'ts of Stellar Push & In-App Marketing Campaigns

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The corresponding deck to Localytics' webinar on The Do's & Don'ts of Stellar Push & In-App Marketing Campaigns. Consider it a mobile marketers' guide to best practices for push notifications and in-app messaging in 2016. Includes real-life examples from apps doing it right.

Published in: Mobile
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Do's & Don'ts of Stellar Push & In-App Marketing Campaigns

  1. 1. Do’s & Don’ts
  2. 2. Meet Your Hosts. Justina Perro Content Marketing Manager Alex Finn App Marketing Expert Questions during the webinar? Tweet us @Localytics with
  3. 3. AGENDA 1.  Mobile engagement crisis 2.  Best practices of push & in-app messages 3.  Stellar examples 4.  Future of engagement 5.  Key takeaways, next steps, Q&A
  4. 4. WHAT’S THE GOAL OF MOBILE ENGAGEMENT? •  User’s continually return to your app •  Increase in # of sessions and time in-app •  One-time users turn into power users (LTV)
  5. 5. HOW TO ENGAGE USERS THROUGH IN-APP & PUSH MESSAGING
  6. 6. WHAT ARE PUSH MESSAGES? •  Delivered to home screen when user is outside your app •  Drive attention and traffic back to app •  Should be highly relevant to user
  7. 7. WHAT ARE IN-APP MESSAGES? •  Displayed while user is actively using your app •  Drive interaction and discovery within app •  Direct response to what a user is doing within your app
  8. 8. WHY PUSH & IN-APP? 75% Of app users churn within 90 days 27% Amount in-app messages increase launches 50% Of users enable push and find it useful 171% Amount push messages boost engagement 3x Amount in-app messaging boosts retention Source: Localytics Data Team
  9. 9. OF SMARTPHONE USERS HAVE ENABLED PUSH NOTIFCATIONS
  10. 10. OF CELL PHONE USERS HAVE SLEPT WITH THEIR PHONES SO THEY DON’T MISS A NOTIFICATION - Pew Research Center
  11. 11. SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF PUSH MESSAGES
  12. 12. BEST PRACTICES OF PUSH: #1 MAKE IT EASY TO OPT-IN
  13. 13. Ask users to opt-in OPT-IN DO’S Highlight benefits of subscribing OPT-IN DON’TS Be transparent about types of notifications Ask for opt-in right away (for most apps)
  14. 14. BEST PRACTICES OF PUSH: #2 CREATE USER SEGMENTS
  15. 15. Group people based on important characteristics Employ a “one-size push all” strategy SEGMENT DO’S Target push messages to the right segments SEGMENT DON’TS
  16. 16. BEST PRACTICES OF PUSH: #3 USE PERSONALIZED, ACTIONABLE LANGUAGE
  17. 17. Use language that conveys urgency Always guide users to app home screen (use deep linking) LANGUAGE DO’S Personalize messages based on user segment LANGUAGE DON’T Clearly state offer with actionable next steps
  18. 18. BEST PRACTICES OF PUSH: #4 CAREFULLY CONTROL TIMING
  19. 19. Use local time for push Forget to expire messages when they go out of date TIMING DO’S TIMING DON’T Customize messages based on holidays Identify the right frequency
  20. 20. BEST PRACTICES OF PUSH: #5 A/B TEST MESSAGES
  21. 21. Test different action words, phrases, offers, message lengths, etc. Be afraid to experiment A/B DO A/B DON’T
  22. 22. BEST PRACTICES OF PUSH: #6 MEASURE THE METRICS THAT MATTER
  23. 23. Identify, track, and improve metrics with mobile engagement platform Focus on just app opens METRICS DO METRICS DON’T
  24. 24. SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF IN-APP MESSAGING
  25. 25. WHAT ARE IN-APP MESSAGES? •  Displayed while user is actively using your app •  Drives interaction and discovery within the app •  Provides highly relevant information pertaining to app user
  26. 26. BEST PRACTICES OF IN-APP: #1 FIND THE RIGHT USER SEGMENTS
  27. 27. Identify key attributes users should share Build in-app messages without targeting specific groups SEGMENT DO SEGMENT DON’T Segment your ideal audience
  28. 28. BEST PRACTICES OF IN-APP: #2 ANALYZE YOUR FUNNEL
  29. 29. Pinpoint important user actions within the app Create campaigns that don’t correspond to conversion steps FUNNEL DO’S FUNNEL DON’T Analyze how users are moving through funnels
  30. 30. BEST PRACTICES OF IN-APP: #3 CREATE A PERSONALIZED OFFER
  31. 31. Determine offer and preceding conversion steps Make offer feel intrusive or unnatural OFFER DO’S OFFER DON’T Align with the right audience Integrate offer into funnel
  32. 32. BEST PRACTICES OF IN-APP: #4 WRITE COMPELLING CONTENT
  33. 33. Speak to benefits Make it too long CONTENT DO’S CONTENT DON’T’S Make value-add clear (“what’s in it for me?”) Use actionable and enticing copy-text
  34. 34. BEST PRACTICES OF IN-APP: #5 ADD A CLEAR CALL-TO-ACTION
  35. 35. Make CTA highly visual Make button too small to click CTA DO’S CTA DON’T Use quick verbs to convey action
  36. 36. BEST PRACTICES OF IN-APP: #6 INCORPORATE VISUAL BRANDING
  37. 37. Maintain brand identity with typeface and color Make in-app message look like an ad BRANDING DO’S BRANDING DON’TS Experiment with visual elements (borders, icons, etc.)
  38. 38. BEST PRACTICES OF IN-APP: #8 A/B TEST
  39. 39. Test different content layout, timing, etc. Change more than one thing at a time A/B DO A/B DON’T
  40. 40. BEST PRACTICES OF IN-APP: #9 TRACK METRICS FOR SUCCESS
  41. 41. Always measure all campaigns & track important metrics Keep app analytics separate from app marketing METRICS DO METRICS DON’T
  42. 42. WHO: Segmented audience Targeted offers Carefully timed A/B tested and automated Improve conversions WHAT: WHEN: HOW: WHY: PUSH & IN APP DONE RIGHT (IN A NUTSHELL):
  43. 43. ENGAGEMENT IS THE FUTURE OF MOBILE
  44. 44. LOOKING FOR MORE? Free eBook: The Complete Guide to In-App Messaging Free eBook: Recipes for Perfect Push Messages Localytics.com/resources
  45. 45. Q&A

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