This document discusses best practices for push notifications and in-app messages for mobile engagement campaigns. It provides tips for segmentation, personalization, timing, automation, and metrics. Examples are given for different industries. The future of engagement is predicted to include richer push notifications, interactive messages, and personalization based on proximity. Key takeaways emphasize targeting the right audience, carefully timed testing and automation to improve conversions.
20. BEST PRACTICES
OF PUSH:
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#1 Make it easy to
subscribe (in and out)
21. Do’s & Don’ts
Ask users to opt in
Be transparent about
types of notifications
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Make it difficult to
opt out
Highlight benefits of subscribing
23. Do’s & Don’ts
Group people based on
important characteristics
Target push messages to
right segments
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Employ a “one size
fits all” strategy
24. BEST PRACTICES
OF PUSH:
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#3 Use personalized,
actionable language
25. Do’s & Don’ts
Use language that
conveys urgency
Clearly state offer with
action steps
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Always guide users to
app home screen
(use deep linking instead!)
Personalize messages based on user segments
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out of date
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33. Do’s & Don’ts
Auto-enroll new users
into campaigns
Chain push messages in a
series to regularly nurture
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Let manual roadblocks
make you miss
opportunities to
convert
34. BEST PRACTICES
OF PUSH:
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#8 Measure the
metrics that matter
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
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46. What are In-App Messages?
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• Displayed while user is
actively using your app
• Drive interaction and
discovery within app
47. BEST PRACTICES
OF IN-APP:
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#1 Find the right user
segments
48. Do’s & Don’ts
Identify key attributes
users should share
Segment your ideal
audience
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Build in-app
messages without
targeting specific
groups
50. Do’s & Don’ts
Pinpoint important user
actions within app
Analyze how users are
moving through funnels
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Create campaigns
that don’t correspond
to conversion steps
51. BEST PRACTICES
OF IN-APP:
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#3 Create a personalized
offer
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
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56. Do’s & Don’ts
Make CTA highly visual
Use quick verbs to convey
action
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Make button too
small to click
57. BEST PRACTICES
OF IN-APP:
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#6 Incorporate visual
branding
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
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60. Do’s & Don’ts
Auto-enroll new users
into campaigns
Chain messages so it’s not
a “one-and-done”
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Let manual roadblocks
slow down conversion
abilities
72. Promoters can
be further
nurtured to
rate app in
app store
(detractors can
provide feedback)
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Warm
messaging
Easy to answer
1 question
survey
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
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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.)
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