Mobile Apps Unlocked Vegas 2016 Wednesday, May 5 Main Stage — 3:10pm - 3:30pm Join Spencer Burke, VP of Success of Appboy, as he presents a case study on real results from Appboy clients. Hear how these brands successfully keep their audience engaged with creative marketing messages. And let's finally put this age-old question to rest: is it pronounced ‘GIF’ or ‘JIF’? Andrew Rausch, Sr. Director, Global CRM & Customer Analytics @ Urban Outfitters Spencer Burke, VP of Success @ Appboy

1. ANDREW RAUCH, SENIOR DIRECTOR OF GLOBAL CRM AND CUSTOMER ANALYTICS, URBAN OUTFITTERS
A CASE STUDY IN MOBILE GROWTH:
BEST PRACTICES FOR
ACQUISITION, RETENTION,
MONETIZATION
SPENCER BURKE, VP OF CUSTOMER SUCCESS, APPBOY

2. S T R I C T LY C O N F I D E N T I A L / 2
INTRODUCTIONS
ANDREW RAUCH
SENIOR DIRECTOR OF GLOBAL CRM & CUSTOMER ANALYTICS,
URBAN OUTFITTERS
SPENCER BURKE
VP OF CUSTOMER SUCCESS,
APPBOY

3. S T R I C T LY C O N F I D E N T I A L / 3
Operating 200 stores across THREE continents
with 10,000 employees
Founded in 1970 in Philadelphia, PA
Offering experiential retail and online environments with
a well-curated mix of women’s, men’s, accessories and
home product assortments.
Last year, we shipped to over 120 countries
around the globe
“THE KEY TO SUCCESS IS BEING A
STUDENT OF THE CUSTOMER. WE
JUST TRY TO GIVE OUR CUSTOMERS
WHAT THEY WANT.”
— RICHARD HAYNE, PRESIDENT AND CEO OF

4. S T R I C T LY C O N F I D E N T I A L / 4
MESSAGES/MO. EVENTS/MO.
Founded in 2011
115+ employees and growing
Offices in NYC,SF and LONDON
MAU/MO.
400 +
APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS
M 2 +B 100 +B

5. S T R I C T LY C O N F I D E N T I A L / 5
WE EMPOWER BRANDS TO BUILD
LONG-TERM RELATIONSHIPS
WITH THEIR CUSTOMERS

6. S T R I C T LY C O N F I D E N T I A L / 6
MOST OF YOU
WILL ONLY
RETAIN BETWEEN
10-20%
OF YOUR
CUSTOMERS.
0
25
50
75
100
0 1 3 7 14 30 60 90
NEXT 5000
APPS
DAYS SINCE APP INSTALL
SOURCE: QUETTRA VIA ANDREW CHEN
NEXT 100
APPS
NEXT 50
APPS
TOP 10
APPS

7. S T R I C T LY C O N F I D E N T I A L / 7
SO, HOW DO YOU INCREASE RETENTION AND
GROWTH IN THIS COMPLEX LANDSCAPE?

8. S T R I C T LY C O N F I D E N T I A L / 8
HERE ARE FIVE COLLECTIVE LEARNINGS FOR
HOWTO INCREASE RETENTION + GROWTH.

9. S T R I C T LY C O N F I D E N T I A L / 9
01: ONBOARDING IS ESSENTIAL.

10. S T R I C T LY C O N F I D E N T I A L / 1 0
PUSH NOTIFICATIONS
ARE A MOBILE MARKETER’S
BEST FRIEND.
Apps that implement push see a
71% increase in two-month retention
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
Urban Outfitters
Receive 30% Off Sale Merchandise at our
25th Anniversary Party @ UO Seattle!
2m ago
slide to view

11. S T R I C T LY C O N F I D E N T I A L /
PUSH OPT-IN RATES (IOS)
B2B + FINANCE
26%
RETAIL + COMMERCE
37%
UTILITY
40%
MEDIA + ENTERTAINMENT
46%
MEDICAL + HEALTH + FITNESS
54%
TRAVEL + TRANSPORTATION
50%
GAMING
32%
SOCIAL + MESSAGING
38%
FOOD + BEVERAGE
47%
EDUCATION
32%
1 1
IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA

12. S T R I C T LY C O N F I D E N T I A L /
BOOST OPT-IN RATES WITH PROPER PRIMING.
1 2

13. S T R I C T LY C O N F I D E N T I A L / 1 3
WELCOME PUSH NOTIFICATIONS NEW LOYALTY MEMBER NEWS FEED
TO EARN TRUST, URBAN OUTFITTERS SHARES TIPS WITH NEW USERS.

14. S T R I C T LY C O N F I D E N T I A L / 1 4
02: LEVERAGE MULTIPLE CHANNELS.

15. S T R I C T LY C O N F I D E N T I A L / 1 5
BE SURE TO
MATCH EACH
MESSAGE TO THE
MEDIUM.
UO PUT THIS TO
THE TEST TO DRIVE
RESULTS…
SIMPLE
CONTENT
RICH
CONTENT
HIGH URGENCY
LOW URGENCY
PUSH EMAIL
IN-APP/BROWSER
NOTIFICATIONS
NEWS FEED

16. S T R I C T LY C O N F I D E N T I A L / 16
PUSH
NEWS FEED HIGHLIGHTS
OFFER IN-APP
EMAIL WARNING OF THE
SALE’S FINAL DAY
1.7X LIFTWHEN
USING MULTIPLE
CHANNELS IN
TANDEM.
UO SEES A

17. S T R I C T LY C O N F I D E N T I A L / 1 7
03: GET CREATIVE WITH ENGAGEMENT EFFORTS

18. S T R I C T LY C O N F I D E N T I A L / 1 8
ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS

19. S T R I C T LY C O N F I D E N T I A L / 1 9
WHEN USING
PERSONALIZATION,
CONVERSION RATES
ARE 3X HIGHER.

20. S T R I C T LY C O N F I D E N T I A L / 2 0
04: START EXPERIMENTING, ITERATE QUICKLY.

21. S T R I C T LY C O N F I D E N T I A L /
CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%.
2 1
VARIANT 1 VARIANT 2 VARIANT 3

22. S T R I C T LY C O N F I D E N T I A L /
WHEN WE TEST, WE SEE HIGHER RESULTS.
2 2
VARIANT A VARIANT B
PROJECTED WINNER
25%
LIFT WITH
“VARIANT B”

23. S T R I C T LY C O N F I D E N T I A L / 2 3
05: BE YOUR CUSTOMERS’ RITUAL

24. S T R I C T LY C O N F I D E N T I A L / 2 4
PEOPLE ARE
CREATURES OF HABIT.
CONSISTENT
ENGAGEMENT IS KEY
FOR A HEALTHY
RELATIONSHIP.

25. S T R I C T LY C O N F I D E N T I A L / 2 5
ONLY 55% OF
YOUR CUSTOMERS
WILL RETURN IN
THE NEXT THREE
MONTHS.

26. S T R I C T LY C O N F I D E N T I A L / 2 6
IF YOU IGNORE THE
RELATIONSHIP IN
THE FIRST MONTH,
RETENTION DROPS
TO 23%.

27. S T R I C T LY C O N F I D E N T I A L / 2 7
LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.

28. S T R I C T LY C O N F I D E N T I A L / 2 8
KEYTAKEAWAYS

29. S T R I C T LY C O N F I D E N T I A L / 2 9
1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL

30. S T R I C T LY C O N F I D E N T I A L / 3 0
SAN FRANCISCO
THE BATTERY
MAY 17, 2016
8:30AM
30% OFF USING CODE LTR_MAU

31. S T R I C T LY C O N F I D E N T I A L / 3 1
THANKYOU
MARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /