This document discusses how in-app marketing can improve user engagement by (1) understanding user behavior through metrics, (2) tracking user activity within the app, and (3) designing engagement strategies like notifications and segmentation. Some strategies highlighted include sending emails to users at set intervals after installing an app, segmenting users based on feature use, and analyzing events and activities to personalize marketing efforts. The results for companies that adopted these techniques included new users signing up without being contacted, over 50% user engagement within apps, and blogs making top lists.

1. In-app marketing will
change your life(cycle)
Rob Forman & Kevin O’Malley

2. Personal concierge
for your users

3. 1. Define what’s
important

4. What matters?

5. You can’t manage what
you aren’t measuring.

6. 2. Capture user
activity

7. Single user pane

8. Single user pane

9. 3. Build with
engagement in mind

10. The Hotmail Story
“PS: I love you. Get your free
e-mail at Hotmail”
•Noticed difference in signup within hours.
•By month 6, hit 1 million users.

11. Simple user sharing

12. Marketing during transactions

13. Keep layering...
• Email 1, 3 and 5 days after plug-in installed
• Email if haven’t seen in 30, 60 days.
• Reduce information in alert emails over
time.
• Segment users by which features they have
enabled.
• Daily internal email which active users and
overall engagement number.

14. Some results
• 20 companies within the last 2 months
found out about us, signed up and paid
without ever talking to us.
• >50% of our users are actively engaged in
the product (up from 0% when it was email
only).
• 2 of our blogs made the Salesforce.com
top-10 lost.

15. We built this ourselves.
You don’t have to.
You don’t have to.
You don’t have to.

16. Measure once, cut twice

17. Event-based analysis

18. Event-driven marketing

19. Questions?