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The Do's and Dont's of Stellar Push and In-App Messaging: September 2014 Webinar

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In our September webinar with AMA, we covered how to put together truly awesome push and in-app messaging campaigns (and what to avoid).

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The Do's and Dont's of Stellar Push and In-App Messaging: September 2014 Webinar

  1. 1. THE Do’s & Don’ts STELLAR PUSH AND IN-APP MARKETING CAMPAIGNS OF
  2. 2. MEET YOUR HOSTS Annum Munir Content Marketing Specialist @annummunir #AppAnswers Greg Kendall App Marketing Expert @g_kendall
  3. 3. #AppAnswers CO-SPONSOR
  4. 4. AGENDA 1. Mobile Engagement 2. Best Practices of Push & In-App Messages 3. Stellar Examples 4. Future of Engagement 5. Key Takeaways, Next Steps, Q&A #AppAnswers
  5. 5. OVERVIEW OF MOBILE ENGAGEMENT #AppAnswers
  6. 6. APPS DOWNLOADED EVERY SECOND - TechCrunch
  7. 7. MOBILE APP USERS IN 2017 - Portio Research
  8. 8. BUT WAIT… #AppAnswers
  9. 9. OF APPS ARE USED ONLY ONCE - Localytics
  10. 10. What is Mobile Engagement? • Users continually return to your app • One-timers turn into power users #AppAnswers Welcome back!
  11. 11. HOW TO ENGAGE USERS: PUSH & IN-APP MESSAGING #AppAnswers
  12. 12. What are Push Messages? #AppAnswers • Delivered to home screen when user is outside your app • Drive attention and traffic back to app
  13. 13. Remember me? Oh yes! Nice to see you again.
  14. 14. What are In-App Messages? #AppAnswers • Displayed while user is actively using your app • Drive interaction and discovery within app
  15. 15. That is cool! Check out this cool feature.
  16. 16. SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF PUSH MESSAGES #AppAnswers
  17. 17. OF SMARTPHONE USERS HAVE ENABLED PUSH NOTIFCATIONS - Responsys
  18. 18. OF CELL PHONE USERS HAVE SLEPT WITH THEIR PHONES SO THEY DON’T MISS A NOTIFICATION - Pew Research Center
  19. 19. PUSH IS POWERFUL IF YOU DO IT RIGHT #AppAnswers
  20. 20. BEST PRACTICES OF PUSH: #AppAnswers #1 Make it easy to subscribe (in and out)
  21. 21. Do’s & Don’ts Ask users to opt in Be transparent about types of notifications #AppAnswers Make it difficult to opt out Highlight benefits of subscribing
  22. 22. BEST PRACTICES OF PUSH: #AppAnswers #2 Create user segments
  23. 23. Do’s & Don’ts Group people based on important characteristics Target push messages to right segments #AppAnswers Employ a “one size fits all” strategy
  24. 24. BEST PRACTICES OF PUSH: #AppAnswers #3 Use personalized, actionable language
  25. 25. Do’s & Don’ts Use language that conveys urgency Clearly state offer with action steps #AppAnswers Always guide users to app home screen (use deep linking instead!) Personalize messages based on user segments
  26. 26. BEST PRACTICES OF PUSH: #AppAnswers #4 Carefully control timing
  27. 27. Do’s & Don’ts Use local push timing (people sleep!) Also customize messages based on holidays Forget to expire messages when they go out of date #AppAnswers
  28. 28. BEST PRACTICES OF PUSH: #AppAnswers #5 Identify the right frequency
  29. 29. Do’s & Don’ts Figure out what frequency suits your audience (depends on type of app) Send messages too frequently #AppAnswers
  30. 30. BEST PRACTICES OF PUSH: #AppAnswers #6 A/B test to see what text works best
  31. 31. Do’s & Don’ts Test different action words, phrases, offers, message lengths, etc. #AppAnswers Be afraid to experiment
  32. 32. BEST PRACTICES OF PUSH: #AppAnswers #7 Use marketing automation
  33. 33. Do’s & Don’ts Auto-enroll new users into campaigns Chain push messages in a series to regularly nurture #AppAnswers Let manual roadblocks make you miss opportunities to convert
  34. 34. BEST PRACTICES OF PUSH: #AppAnswers #8 Measure the metrics that matter
  35. 35. Do’s & Don’ts Identify and track relevant metrics Use app analytics to improve app marketing (closed loop system) Focus on just app opens #AppAnswers
  36. 36. STELLAR EXAMPLES TOP 3 PUSH CAMPAIGNS BY INDUSTRY #AppAnswers
  37. 37. M/ECOMMERCE APPS: #AppAnswers Limited time deals based on hobbies $
  38. 38. Convey urgency Target habits and likes #AppAnswers Communicate special offers Call-to-action
  39. 39. FITNESS APPS: #AppAnswers Keep users on track
  40. 40. #AppAnswers Use push for motivation and accountability Keep users engaged and working toward goals
  41. 41. ALL APPS: #AppAnswers Highlight new features
  42. 42. #AppAnswers Drive app traffic and exploration Highlight cool features Use deep linking
  43. 43. PUSH MESSAGING: KEY TAKEAWAYS #AppAnswers
  44. 44. Push Messages: Drive app traffic Outside app (loud)Simple format
  45. 45. SUCCESSFUL MOBILE MARKETING: BEST PRACTICES OF IN-APP MESSAGING #AppAnswers
  46. 46. What are In-App Messages? #AppAnswers • Displayed while user is actively using your app • Drive interaction and discovery within app
  47. 47. BEST PRACTICES OF IN-APP: #AppAnswers #1 Find the right user segments
  48. 48. Do’s & Don’ts Identify key attributes users should share Segment your ideal audience #AppAnswers Build in-app messages without targeting specific groups
  49. 49. BEST PRACTICES OF IN-APP: #AppAnswers #2 Analyze your funnels
  50. 50. Do’s & Don’ts Pinpoint important user actions within app Analyze how users are moving through funnels #AppAnswers Create campaigns that don’t correspond to conversion steps
  51. 51. BEST PRACTICES OF IN-APP: #AppAnswers #3 Create a personalized offer
  52. 52. Do’s & Don’ts Determine offer and preceding conversion steps Align with right audience Integrate offer into funnel Make offer feel intrusive or unnatural #AppAnswers
  53. 53. BEST PRACTICES OF IN-APP: #AppAnswers #4 Write compelling content
  54. 54. Do’s & Don’ts Speak to benefits Make value-add clear (“What’s in it for me?”) Use actionable language Make it too long #AppAnswers
  55. 55. BEST PRACTICES OF IN-APP: #AppAnswers #5 Add a clear call-to-action
  56. 56. Do’s & Don’ts Make CTA highly visual Use quick verbs to convey action #AppAnswers Make button too small to click
  57. 57. BEST PRACTICES OF IN-APP: #AppAnswers #6 Incorporate visual branding
  58. 58. Do’s & Don’ts Maintain brand identity with typeface and color Experiment with visual elements (like borders, icons, etc.) Make in-app message look like an ad #AppAnswers
  59. 59. BEST PRACTICES OF IN-APP: #AppAnswers #7 Use marketing automation
  60. 60. Do’s & Don’ts Auto-enroll new users into campaigns Chain messages so it’s not a “one-and-done” #AppAnswers Let manual roadblocks slow down conversion abilities
  61. 61. BEST PRACTICES OF IN-APP: #AppAnswers #8 A/B test
  62. 62. Do’s & Don’ts Test different content, layout, timing, etc. #AppAnswers Fail to get additional insights by not changing things
  63. 63. BEST PRACTICES OF IN-APP: #AppAnswers #9 Measure and repeat
  64. 64. Do’s & Don’ts Always measure all campaigns Track important metrics (like impressions, click-through rates, etc.) Keep app analytics separate from app marketing #AppAnswers
  65. 65. STELLAR EXAMPLES TOP 3 IN-APP CAMPAIGNS BY INDUSTRY #AppAnswers
  66. 66. M/ECOMMERCE APPS: #AppAnswers Coupons after viewing product $
  67. 67. MORE LIKELY TO REDEEM MOBILE COUPONS VS. PRINT COUPONS - Juniper Research CONSUMERS ARE
  68. 68. Concise text to communicate offer #AppAnswers Triggered after product view (based on in-app behavior) Brand color Clear CTAincorporated
  69. 69. TRAVEL APPS: #AppAnswers Reward signing in/up
  70. 70. “Do this to earn rewards” #AppAnswers Large enough to click Actionable CTA Highlight benefit
  71. 71. ALL APPS: #AppAnswers NPS survey
  72. 72. Promoters can be further nurtured to rate app in app store (detractors can provide feedback) #AppAnswers Warm messaging Easy to answer 1 question survey
  73. 73. IN-APP MESSAGING: KEY TAKEAWAYS #AppAnswers
  74. 74. In-App Messages: Drive discovery & interaction Inside app (subtle)Rich design
  75. 75. MOBILE ENGAGEMENT: THE FUTURE #AppAnswers
  76. 76. FUTURE OF ENGAGEMENT: #AppAnswers Android
  77. 77. Richer Push Notifications • Messages with images (not just app icons) • More interactive push notifications (less friction) • More A/B testing variations to play with #AppAnswers
  78. 78. FUTURE OF ENGAGEMENT: #AppAnswers Apple
  79. 79. iOS 8 (Fall 2014) • Push notifications turned on by default • Interactive push allows users to respond without launching app • New potential for what push can do (Type reply, confirm, like, etc.) #AppAnswers
  80. 80. FUTURE OF ENGAGEMENT: #AppAnswers Proximity awareness
  81. 81. Geofencing
  82. 82. iBeacons
  83. 83. FUTURE OF ENGAGEMENT: #AppAnswers Personalization
  84. 84. User Profiles
  85. 85. FUTURE OF ENGAGEMENT: #AppAnswers Multi-channel approach
  86. 86. Multi-channel approach
  87. 87. MOBILE IS GOING TO CHANGE… #AppAnswers
  88. 88. BUT THESE THINGS WILL REMAIN TRUE #AppAnswers
  89. 89. KEY BEST PRACTICES OF: TOP-PERFORMING CAMPAIGNS #AppAnswers
  90. 90. Key Components of Awesome App Marketing WHO: S egmented audience Targeted offers Carefully timed A/B tested and automated Improve conversions WHAT: WHEN: HOW: WHY:
  91. 91. WHAT DO I DO NOW? NEXT STEPS #AppAnswers
  92. 92. ADDITIONAL RESOURCES #AppAnswers
  93. 93. Q&A #AppAnswers

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