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The Anatomy of a Perfect Push Message

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Wondering what a perfect push message looks like? We'll show you the best practices for creating winning app push notifications!

Published in: Mobile

The Anatomy of a Perfect Push Message

  1. 1. THE ANATOMY! OF A PUSH MESSAGE perfect
  2. 2. WHAT ARE PUSH MESSAGES? Push messages can be used to: o  Promote special offers & sales o  Highlight exciting new features o  Encourage in-app engagement But first of all… o  Notifications delivered to the home screen when a user is outside your app o  Used to drive attention and traffic back into the app Push messages are:
  3. 3. PUSH MESSAGES ARE A BIG DEAL! o Push notifications boost app engagement by 88% o 50% of users opt in to push and find push messages useful. o 65% of users return to an app within 30 days when push is enabled Click to see more stats on push & in-app messaging!
  4. 4. WHAT ARE THE ELEMENTS OF A PERFECT PUSH? 1. Doesn’t make opt-in mandatory While apps should encourage new users to opt in to push messages by highlighting value, they should also make it easy to opt out and not make push required. 2. Makes use of rich features For devices like Android that allow for rich features, consider including images, graphic, in-app actions, or emojis in your push messages. 3. Segments audiences & personalizes The best push notifications aren’t one-size-fits-all broadcast messages – they are relevant, highly-segmented, and personalized for specific audiences. 4. Finds the perfect timing Epic push messages are timed perfectly, coinciding with a user’s daily routine or working in tandem with a seasonal event or holiday. 5. Drives value with killer CTAs Good push notifications drive value with deals, discounts, and targeted CTAs that deep link back into the app.
  5. 5. 6. A/B tests like crazy A/B test all elements of your push message, from copy length to punctuation and CTAs. 7. Nails the frequency Find a push message cadence that works for your audience without coming off as spammy. 8. Measures the metrics that matter Avoid measuring vanity metrics and instead monitor metrics that hold value for your app. 9. Makes use of marketing automation Automatically segment new users into pre-crafted buckets with tailored nurture messages made for specific audiences. WHAT ARE THE ELEMENTS OF A PERFECT PUSH? (CONTINUED)
  6. 6. DON’T MAKE OPT-IN MANDATORY
  7. 7. USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in. DON’T MAKE OPT-IN MANDATORY
  8. 8. USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in. HIGHLIGHT VALUE Explain to users how opting in to push messaging will benefit them and improve the value of your app. DON’T MAKE OPT-IN MANDATORY
  9. 9. USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in. HIGHLIGHT VALUE Explain to users how opting in to push messaging will benefit them and improve the value of your app. BE TRANSPARENT Make sure users understand what kind of notifications they should expect from your app. DON’T MAKE OPT-IN MANDATORY
  10. 10. USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in. HIGHLIGHT VALUE Explain to users how opting in to push messaging will benefit them and improve the value of your app. BE TRANSPARENT Make sure users understand what kind of notifications they should expect from your app. MAKE IT EASY TO OPT OUT Let users opt out of push (and who knows - they may choose to opt in later after using your app). Otherwise you risk annoying your users and driving them to uninstall your app. Android opts users into push by default, so make sure you have some information in your app settings for helping users opt out if they really want to. DON’T MAKE OPT-IN MANDATORY
  11. 11. DON’T MAKE OPT-IN MANDATORY Highlights value proposition Specifies the type of notifications that will be sent. Encourages users to opt in to push notifications, but makes it easy to opt out as well
  12. 12. DON’T MAKE OPT-IN MANDATORY Highlights value proposition Specifies the type of notifications that will be sent. Encourages users to opt in to push notifications, but makes it easy to opt out as well Click to read more about getting users to opt in to push! RELATED BLOG POST
  13. 13. MAKE USE OF RICH FEATURES
  14. 14. USE IMAGES ON ANDROID Push messages on Android devices allow you to incorporate rich images. MAKE USE OF RICH CONTENT
  15. 15. USE IMAGES ON ANDROID Push messages on Android devices allow you to incorporate rich images. APP INTERACTIONS VIA PUSH Some devices also allow apps to set up actions that can be performed within push messages. MAKE USE OF RICH CONTENT
  16. 16. USE IMAGES ON ANDROID Push messages on Android devices allow you to incorporate rich images. APP INTERACTIONS VIA PUSH Some devices also allow apps to set up actions that can be performed within push messages. ADD EMOJIS Try including emojis in your push messages for added visual interest! MAKE USE OF RICH CONTENT
  17. 17. MAKE USE OF RICH CONTENT Medium on Android lets users perform app-related actions from within push notifications Groupon for Android inserts bright, colorful banner images in to push notifications to grab attention
  18. 18. MAKE USE OF RICH CONTENT Both Android and iOS devices can incorporate emojis into push messages for added visual interest
  19. 19. SEGMENT AUDIENCES & PERSONALIZE
  20. 20. SEGMENT AUDIENCES Bucket app users into groups based on past purchases, user characteristics, and behaviors. SEGMENT AUDIENCES & PERSONALIZE
  21. 21. SEGMENT AUDIENCES Bucket app users into groups based on past purchases, user characteristics, and behaviors. SEND PERSONALIZED MESSAGES Send messages personalized for your segmented user buckets that are hyper-relevant for specific audiences. SEGMENT AUDIENCES & PERSONALIZE
  22. 22. SEGMENT AUDIENCES Bucket app users into groups based on past purchases, user characteristics, and behaviors. SEND PERSONALIZED MESSAGES Send messages personalized for your segmented user buckets that are hyper-relevant for specific audiences. AVOID GENERIC MESSAGING Do not send out one-size-fits-all broadcast messages that may not be relevant to all your audiences. SEGMENT AUDIENCES & PERSONALIZE
  23. 23. SEGMENT AUDIENCES & PERSONALIZE Runkeeper uses past profile data to remind users when they might want to go for a run
  24. 24. SEGMENT AUDIENCES & PERSONALIZE Uses location data combined with in-app data to send a targeted message with an actionable alert Highlights monetary discount to entice users
  25. 25. FIND THE PERFECT TIMING
  26. 26. USE LOCAL TIMING Send push notifications at appropriate times of day that match the user’s local time. FIND THE PERFECT TIMING
  27. 27. USE LOCAL TIMING Send push notifications at appropriate times of day that match the user’s local time. CUSTOMIZE MESSAGING FOR HOLIDAYS Send messages that coincide with certain times of the year, holidays, or cultural events. FIND THE PERFECT TIMING
  28. 28. USE LOCAL TIMING Send push notifications at appropriate times of day that match the user’s local time. CUSTOMIZE MESSAGING FOR HOLIDAYS Send messages that coincide with certain times of the year, holidays, or cultural events. END IRRELEVANT MESSAGES Make sure to shut off expired messages when they become out of date. For example, you wouldn’t want to send a Thanksgiving message in December. FIND THE PERFECT TIMING
  29. 29. FIND THE PERFECT TIMING Hydro Coach reminds users to drink a glass of water as soon as they wake up in the AM Best Buy celebrates Thanksgiving with a great emoji while promoting their Black Friday sales!
  30. 30. DRIVE VALUE WITH KILLER CTAS
  31. 31. INCORPORATE CTAS Include call-to-actions in your push messages to drive user action. DRIVE VALUE WITH KILLER CTAS
  32. 32. INCORPORATE CTAS Include call-to-actions in your push messages to drive user action. CONVEY URGENCY Notify users about time sensitive deals and 24 hour flash sales to drive immediate engagement and conversions. DRIVE VALUE WITH KILLER CTAS
  33. 33. INCORPORATE CTAS Include call-to-actions in your push messages to drive user action. CONVEY URGENCY Notify users about time sensitive deals and 24 hour flash sales to drive immediate engagement and conversions. DEEP LINK Make sure that your push messages deep link to relevant screens within your app – don’t just dump users at the home screen! DRIVE VALUE WITH KILLER CTAS
  34. 34. DRIVE VALUE WITH KILLER CTAS Call-to-action conveys urgency and encourages immediate action Profile data & preferences are usedto segment female users and send them targeted sales notifications
  35. 35. DRIVE VALUE WITH KILLER CTAS Concise and specific call-to-action Highlights discount and value, segmented to a specific audience of free subscribers
  36. 36. A/B TEST LIKE CRAZY
  37. 37. TEST MESSAGING Try different wording, phrases, message length, and CTAs. A/B TEST LIKE CRAZY Click to read more about how to master A/B testing! RELATED BLOG POST
  38. 38. TEST MESSAGING Try different wording, phrases, message length, and CTAs. SEE WHICH PUSHES PERFORM BEST Experiment with different push messages and see which kind of message your audience responds to. A/B TEST LIKE CRAZY Click to read more about how to master A/B testing! RELATED BLOG POST
  39. 39. TEST MESSAGING Try different wording, phrases, message length, and CTAs. SEE WHICH PUSHES PERFORM BEST Experiment with different push messages and see which kind of message your audience responds to. DON’T A/B TEST MORE THAN ONE ELEMENT AT A TIME You should only A/B test one element change at a time so that you’re never confused about which change is driving the results. A/B TEST LIKE CRAZY Click to read more about how to master A/B testing! RELATED BLOG POST
  40. 40. TEST MESSAGING Try different wording, phrases, message length, and CTAs. SEE WHICH PUSHES PERFORM BEST Experiment with different push messages and see which kind of message your audience responds to. DON’T A/B TEST MORE THAN ONE ELEMENT AT A TIME You should only A/B test one element change at a time so that you’re never confused about which change is driving the results. A/B TEST LIKE CRAZY Click to read more about how to master A/B testing! RELATED BLOG POST
  41. 41. NAIL YOUR FREQUENCY
  42. 42. FIND THE PERFECT FREQUENCY FOR YOUR APP AUDIENCE Different apps allow for different push notification frequencies – for example, social apps can send more notifications detailing friends’ posts and activity. NAIL YOUR FREQUENCY
  43. 43. FIND THE PERFECT FREQUENCY FOR YOUR APP AUDIENCE Different apps allow for different push notification frequencies – for example, social apps can send more notifications detailing friends’ posts and activity. DON’T SPAM USERS While social apps may send frequent push notifications, other apps such as promotional or ecommerce apps may need a lower frequency to avoid spamming users with constant ads. NAIL YOUR FREQUENCY
  44. 44. MEASURE MOBILE METRICS THAT MATTER
  45. 45. LOOK PAST APP OPENS App opens aren’t everything – you’ll likely have much more important metrics to measure that are relevant to your app, such as your KPIs. MEASURE MOBILE METRICS THAT MATTER
  46. 46. LOOK PAST APP OPENS App opens aren’t everything – you’ll likely have much more important metrics to measure that are relevant to your app. Use KPIs to influence your key metrics to measure. MEASURE WHAT MATTERS FOR YOUR APP Different apps will have different metrics for success. MEASURE MOBILE METRICS THAT MATTER o  Media apps might measure articles read o  Music apps might measure songs played o  Gaming apps might measure levels completed
  47. 47. MAKE USE OF MARKETING AUTOMATION
  48. 48. AUTO-ENROLL NEW USERS INTO EXISTING CAMPAIGNS New users can be enrolled into pre-designated campaigns that match certain criteria. MAKE USE OF MARKETING AUTOMATION
  49. 49. AUTO-ENROLL NEW USERS INTO EXISTING CAMPAIGNS New users can be enrolled into pre-designated campaigns that match certain criteria. NURTURE VIA AUTOMATED PUSH Nurture users down the funnel with automated push messaging campaigns that match their assigned segments. MAKE USE OF MARKETING AUTOMATION
  50. 50. AUTO-ENROLL NEW USERS INTO EXISTING CAMPAIGNS New users can be enrolled into pre-designated campaigns that match certain criteria. NURTURE VIA AUTOMATED PUSH Nurture users down the funnel with automated push messaging campaigns that match their assigned segments. MAKE USE OF MARKETING AUTOMATION Click here to get your free app marketing automation kit from Localytics! FREE MARKETING AUTOMATION KIT
  51. 51. THEEND
  52. 52. THEEND Presented by Check out our blog for more app marketing awesomeness!
  53. 53. Presented by Check out our blog for more app marketing awesomeness! AND DON’T FORGET TO PUSH IT
  54. 54. Presented by Check out our blog for more app marketing awesomeness! AND DON’T FORGET TO PUSH IT Pushitgood

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