This document summarizes a webinar about re-engaging mobile app users before and after the holiday season. The webinar featured speakers from Pinterest, Branch, and AppLift discussing strategies for user re-engagement through push notifications, email, and mobile app retargeting. Specific techniques discussed included deep linking users from various marketing channels into apps, using product feed integration with retargeting ads, and designing dynamic and personalized ads targeted to user data and behaviors. The overall message was that retaining and reactivating existing users is important for ongoing app success and driving actions like conversions.

1. AppLift Webinar
How to Re-engage Your Users Before and After
the Holiday Season
Speakers:
John Egan, Growth Engineer Manager, Pinterest
Alex Austin, CEO, Branch.io
Hugo Gersanois, CSO, AppLift

2. 2
Re-engaging Users for the
Holidays
X
John Egan
Engineering Manager - Notifications Team @ Pinterest

3. 3X
Pinterest is
a catalog of ideas
3Source: Millward Brown Pinterest Study | December 2015
88% of Pinners say they find new ideas on Pinterest

4. 4X
Source: Pew Research; internal data; ComScore
80% on mobile
>45% international
40% of online
millennials reached
>100m users
50bPins
1bboards
We’re big, growing
and we’re mobile

5. 5

6. 6
Early Days
X

7. 7X

8. 8X

9. 9X

10. 10
Last Year
X

11. 11X

12. 12X

13. 13
Scalability
X

14. 14XConfidential
EDITORIAL
3
5

15. 15X
CRP
3
6

16. 16
This Year
X

17. 17X

18. 18

19. 19X
Janet’s Halloween Board

20. 20
John Egan
Growth Blog: jwegan.com
Email: me@jwegan.com
Twitter: @jwegan_com
Pinterest: pinterest.com/jwegan
X

21. Drive App Growth and Engagement
with a Seamless Mobile Experience
Powered by Deep Linking
presents

22. Alex Austin
CEO/Founder
@illustriousalex
About Me & Branch
● Avid mobile dev & entrepreneur
● Founded Branch in June 2014
● Based in Palo Alto, CA
● $53M in total funding
● 15,000+ apps & 1.5 billion daily users

23. Branch is the deep linking infrastructure
for the world’s best apps.

24. What is deep linking?

25. A deep link takes you to specific page.
Most web links are deep links.

26. http://www.colehaan.com
This is not a deep link. It links to the home page.

28. http://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory
This is a deep link. It links to a pair of shoes on ColeHaan.com

30. Deep links are broken in mobile.
They rarely open up the native app.

31. What should happen:

32. What actually happens:

33. What actually happens:

34. SHORT LINKS
zappos.app.link/redshoes
branded,
short links
cross platform
(6000+ edge cases)
mobile optimized
What is Branch?

35. SHORT LINKS DEEP LINKING
zappos.app.link/redshoes
branded,
short links
cross platform
(6000+ edge cases)
mobile optimized
zappos.app.link/redshoes
red shoes
on website
red shoes
in app
What is Branch?

36. SHORT LINKS DEEP LINKING ATTRIBUTION
zappos.app.link/redshoes
branded,
short links
cross platform
(6000+ edge cases)
mobile optimized
zappos.app.link/redshoes
red shoes
on website
red shoes
in app
view click install purchase
What is Branch?

37. A revolution is changing the rules of ecommerce.
ARE YOU GETTING LEFT BEHIND?
BETTER RESULTS
FOR
MOBILE ECOMMERCE
YOUR APP MATTERS.
30%
higher repeat
shopper rate
app users are
18X
more loyal than
web users
converts
120%
better than
mobile web

38. How to use deep linking to maximize
app conversions

39. growth techniques

40. mobile web is the largest source of installs that
no one talks about.

41. 2 31

42. JOURNEYS WEB-TO-APP CONVERSION
“Deep linking from mobile web-to-app with
Branch was a game-changer for us. Branch
creates a seamless experience across
platforms -- we're seeing a 7x increase in
first week in-app purchase rate from
Journeys users.”
Lauren Picasso, Director of Mobile
increase in daily downloads
3X7X
higher in-app purchase rate

43. USED BY:
20%
Install-to-booking rate
Optimize conversion from ads using links that keep context
DEEP LINKED INSTALL ADS

44. engagement techniques

45. 70% of emails get opened on mobile
98% of links in emails route to mweb
40% of mobile users should enter the app

46. Source: https://www.internetretailer.com/2014/08/13/jackthreads-proves-deep-linking-e-mail-apps-boosts-sales
lift in revenue per
email
DEEP LINKED MARKETING EMAILS
21%
Attributable results
mobile email clicks that
launch the app
40%
Source: http://www.prnewswire.com/news-releases/branch-launches-the-first-cross-channel-mobile-marketing-solution-that-unifies-mobile-experiences-between-native-apps-and-major-digital-
channels-300316702.html

47. Missing $100,000 in revenue per
10M emails sent

48. DEEP LINK FROM SOCIAL MARKETING POSTS

49. DEEP LINK FROM SOCIAL SHARES

50. Native mobile is taking over
Capture the lowest hanging fruit
Get your best users in you app & reap the reward
Get better results at every stage of the funnel than mobile web
Increase activation, engagement, and retention this holiday season
Use the channels you already have to grow
Every holiday strategy has something to gain from
deep linking

51. Alex Austin • CEO & co-founder, Branch
@illustriousalex • @branchmetrics
Thanks!
Get started at branch.io

52. Moving Beyond
the Install
Hugo Gersanois, CSO

53. The 3 Steps of the App Marketing Lifestyle

54. Launching your app is just the beginning:
23% of users abandon an app after the initial
install

55. Retaining users continues to be difficult
Source: AppBoy

56. A mobile user has an average of
33 apps installed on their device
3 Apps account
for 80% of app usage
80% of time

57. Users shop on their
smartphones
Mobile transactions are a reality

58. How
do you re-engage
your users?
58

59. Push Notifications
• Increase in user engagement and retention
• App user retention increases 45% within the first 30
days of downloading the app (with push enabled)
• Source: Localytics 2016
• Available to users in real time

60. Email Re-engagement
• Allows precise targeting and better engagement
• 72% of people send and receive emails via their
mobile device
• Source: Retargeting.biz 2015

61. Mobile App Retargeting
• Allows precise targeting and provides the best user
experience through deep linking

62. What
is mobile app
retargeting?

63. Mobile app retargeting
Retain your users and trigger actions
Re-design
Paying Users
Non-Active
(Churn)

64. They are already your users
Make them convert
Your App
The Right Message

65. Campaign combinations unleash a
world of opportunities by using your
data
Re-design
Retain the users
who matter
Show them the
right creatives
Integrate with
your product
feed
Drive them to
action with deep
linking

66. API
Integration
CSV
Download
Retain users that matter
Dynamic audienceStatic audience
Retarget the right segment
with a simple CSV upload of
Device IDs
Connect your attribution/CRM
solution to our platform
through API calls for 1:1
retargeting

67. Show the right creatives
Dynamic AdStatic Ad User
Meant to reach the
whole retargeted
segment
Created with any type of
rotating creative component
(product feed)

68. Design dynamic personalized
ads
User data Creative assets Ad template
Dynamicad

69. Product feed integration

70. Making sure users come back
to your app with deep linking
Your Ad
InstalledAppAppStore

71. Key takeaways
• Launching your App is easy, keeping
your users active is a skill
• Your data is an essential part in
retaining your users
• Messaging is key

72. Q&A

73. 73
Thank
You!
www.AppLift.com