Studies show that 50% of apps are deleted within one week of downloading. Make your app the one customers love to use with these ten tips on delivering contextual and rich push notifications tailored to your mobile user's preferences, time and location. Access the full tip sheet here: http://www.silverpop.com/landing-templates/1-global-ibm/na-iot/us-imt/2015/mobile-app-push-notifications/

1. © 2014 Forrester Research, Inc. Reproduction Prohibited 1
© 2015 IBM
A mobile moment is…
a point in time and space when
someone pulls out a mobile device to
get what he or she wants immediately,
in context.

2. of consumers
uninstalling
your app immediately
not purchasing
products from your
company
With and
A bad mobile app that doesn’t deliver the
right experience reflects poorly on your brand
50% 65%
Source: “IBM Mobile App Consumer and Enterprise Survey”, a commissioned study conducted by Forrester
Consulting on behalf of IBM, September, 2014

3. 10 Tips
for Contextualizing
the Mobile App
Experience

4. © 2015 IBM
Apps command 86%
of the average U.S.
mobile consumer’s time.
Tip 1
Determine the goal of your app.
Align the purpose of your app with
what best suits your business goals
and what can enhance your
customers’ experiences.
Source: Flurry Five-Year Report: It’s an App World.

5. © 2015 IBM
56% of customer
interactions happen
during a multi-event,
multi-channel journey.
Integrate your mobile app data
with your existing customer profiles
for cross-channel analysis,
segmentation & targeting.
Tip 2
“De-silo” your app.
Source: McKinsey 2013 | Customer Journey

6. © 2015 IBM
68% of consumers
would share personal
information to receive
better offers and rewards.
Make a strong case for why your
users should accept your
notifications and clearly
demonstrate the value that
personalized outreach brings to
their lives.
Tip 3
Convince users to opt in.
Source: The 2015 Aimia Global Loyalty Lens Report

7. © 2015 IBM
Avoid annoying users
who wake up late or go
to bed early.
Schedule notifications based on the
user’s current time zone or local
holidays to better optimize your
sending patterns and keep your
users happy.
Tip 4
Get the timing right.

8. © 2015 IBM
Only 35% of
consumers say
communications from
favorite brands are
usually relevant.
Optimize the frequency. Service
alerts, such as “your order is ready
to pick up” can be increased, but for
advertising or promotional
purposes, less is usually more.
Tip 5
Don’t over do it.
Source: The Consumer Conversation report, produced by Econsultancy in partnership with IBM

9. © 2015 IBM
Targeted and relevant
push notifications open
rates range between
50% - 80%
Use rule definitions to launch
messages aimed at a targeted or
segmented subgroup of app users.
Tip 6
Narrowcast notifications to boost
relevance.
Source: Customer Loyalty Research by Thanx. April 2015

10. © 2015 IBM
55% of consumers
expect brands to use
purchasing and
behavioral data to offer
relevant promotions.
Maximize engagement with
automated, individualized push
notifications driven by a user’s
unique behavior, actions,
demographic data, or attributes.
Tip 7
Get personal with 1:1 Push
Notifications.
Source: IBM IBV, “From transactions to relationships: Connecting with a transitioning shopper,” January 2013.

11. © 2015 IBM
70% of marketers
plan on increasing their
use of visual images.
Stand out from the crowd.
Incorporate “Rich” messages with
colors, graphics and images to
continue a branded conversation
with your users in your app.
Tip 8
Get visual to extend the brand
experience.
Source: 2014 Social Media Examiner

12. © 2015 IBM
A typical user has
24 apps installed on
their smartphone, but
uses only 5.
Scoring can help you better
segment and tailor push
notifications to turn an engaged
customer into a brand advocate or
reactivate a disengaged customer.
Tip 9
Keep your app top of mind.
© 2015 IBM
Source: “IBM Mobile App Consumer and Enterprise Survey by Forrester Consulting on behalf of IBM, September, 2014

13. © 2015 IBM
Companies who
engage with
customers see a
240% boost in
revenue.
Push rich messages via your own
in-app inbox. You won’t interrupt
your users and that time-
constrained offer or the aggressive
coupon to your best customers will
drive the best response rates.
Tip 10
Jump to the top of the Inbox
Source: Marketing Proof “Five Ways to Create a Happy Customer this holiday Season”

14. Read the full Tip
Sheet [Download]