The document discusses the importance of customer data and emotional engagement in modern holiday marketing, emphasizing the shift towards mobile platforms. It highlights the increasing significance of mobile for holiday shopping, with a marked growth in transactions, and the necessity of utilizing multiple channels to capture customer attention effectively. Additionally, strategies such as personalization and targeted messaging are outlined as critical for enhancing engagement and conversion rates during the holiday season.

1. THE TWO KEYS TO MODERN
HOLIDAY MARKETING
CUSTOMER DATA + EMOTION
MARISSA AYDLETT, VP, MARKETING, APPBOY PRESENTS:
REAL LEARNINGS FROM APPBOY CUSTOMERS

2. S T R I C T LY C O N F I D E N T I A L / 2
THANKS TO MOBILE, THE WORLD IS CHANGING
EVERYBODY HAS A SMARTPHONE
(AND THEY’RE ALWAYS ON IT)
72% of U.S. adults have a smartphone.
Users spend more than 1/8TH of their
time actively using mobile devices
71% are so attached to their mobile
devices that they sleep with their
smartphones and tablet within reach.
MOBILE IS WHERE
GROWTH IS HAPPENING
53% of people who shop online
use mobile devices.
In the U.S., mobile retail sales
INCREASED BY 32.2% YOY, more
than double the growth rate for
mobile ecommerce as a whole.
BUT DON’T FORGET
OTHER MAJOR PLATFORMS
Brick and mortar still matters:
73% OF PURCHASES that follow
a mobile search are completed
in a physical store.
Emerging platforms like wearables,
augmented reality, and IoT are
here and poised to build on the
changes mobile has brought

3. S T R I C T LY C O N F I D E N T I A L / 3
SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015
*INCREASES RELATIVE TO SAME DAY 1 WEEK PRIOR FOR RETAIL/ECOMM APPS UNLESS OTHERWISE SPECIFIED
SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015
*INCREASES RELATIVE TO SAME DAY 1 WEEK PRIOR FOR RETAIL/ECOMM APPS UNLESS OTHERWISE SPECIFIED
MOBILE IS INCREASINGLY
WHERE HOLIDAY SHOPPING
IS DONE
More than 158% increase in
transactions on Thanksgiving day
Transactions increase over
300% on Black Friday
TRANSACTIONS
CYBER MONDAY ISN’T WHEN
ONLINE SHOPPING STARTS
ANYMORE—BUT IT STILL MATTERS
94%
increase in activity
33% increase
versus Black Friday
SESSIONS
CONSUMERS ARE BEGINNING
TO ENGAGING EARLIER,
THANKS TO MOBILE
More than 74% increase the day
before Thanksgiving
Remains at elevated levels
through the weekend
SESSIONS
THE HOLIDAY SEASON IS CHANGING, TOO

4. S T R I C T LY C O N F I D E N T I A L / 4
WHEN IT COMES TO
HOLIDAY MARKETING,
MOBILE TECHNOLOGY
IS ESSENTIAL BUT IT’S
NOT THE WHOLE STORY

5. User ID
Gender
Age Group
Premium Member
Language
Country
Most Recent Device Locale
Number of Devices
Last Purchase
Last Push
Last Email
Sessions
melmeetsworld
Female
22-34
true
English
United States
en-us
2
$78.00
17 hours ago
2 days ago
52
Mel Schwartz
Brooklyn, NY
schwartz@gmail.com
@melmeetsworld
+1 (206) 593-1283
I. HOLIDAY
EMOTION
THE TWO KEYS TO MODERN HOLIDAY MARKETING ARE
II. CUSTOMER
DATA

6. S T R I C T LY C O N F I D E N T I A L / 6
THE FUEL THAT
POWERS EFFECTIVE
HOLIDAY MARKETING
I. CUSTOMER DATA

7. User ID
Gender
Age Group
Premium Member
Language
Country
Most Recent Device Locale
Number of Devices
Last Purchase
Last Push
Last Email
Sessions
melmeetsworld
Female
22-34
true
English
United States
en-us
2
$78.00
17 hours ago
2 days ago
52
Mel Schwartz
Brooklyn, NY
schwartz@gmail.com
@melmeetsworld
+1 (206) 593-1283
S T R I C T LY C O N F I D E N T I A L / 7
USER PROFILES GIVE MARKETERS A 360-DEGREE VIEW OF THEIR CUSTOMERS...
WEARABLES
PUSH
NOTIFICATIONS
IN-APP/
BROWSER
MESSAGES
FACEBOOK
MOBILE/DESKTOP
WEB
NEWS FEED CARDS
TV
EMAILS
...AND MAKE UNDERSTANDING AND ACTING ON USER DATA SIMPLE AND POWERFUL

8. S T R I C T LY C O N F I D E N T I A L / 8S T R I C T LY C O N F I D E N T I A L / 8
IT’S GETTING HARDER AND
HARDER TO CAPTURE AND HOLD
CUSTOMER’S ATTENTION IN
TODAY’S OVERWHELMING,
DISTRACTION-FILLED WORLD

9. S T R I C T LY C O N F I D E N T I A L / 9S T R I C T LY C O N F I D E N T I A L / 9
IT’S GETTING HARDER AND
HARDER TO CAPTURE AND HOLD
CUSTOMER’S ATTENTION IN
TODAY’S OVERWHELMING,
DISTRACTION-FILLED WORLD
AND THE PROBLEM
ONLY GETS WORSE
AS THE HOLIDAY
SHOPPING SEASON
GETS UNDERWAY

10. 1 0S T R I C T LY C O N F I D E N T I A L /
Relying too heavily on one channel,
runs the risk that your outreach will slip through the cracks

11. 1 1S T R I C T LY C O N F I D E N T I A L /TV
but synchronizing messages across multiple channels could mean a 2.2X lift in conversions
SIMPLE
CONTENT
RICH
CONTENT
HIGH URGENCY
LOW URGENCY
PUSH EMAIL
IN-APP/BROWSER
NOTIFICATIONS
NEWS FEED

12. 2mWallapop
New & free just for national #GottaGo
Week, we’ll promote your new listings!
Details here.
slide to view
1 03
Wednesday, November 18
now
S T R I C T LY C O N F I D E N T I A L / 1 2
PUSH NEWS FEED CARDSIN-APP EMAIL
WALLAPOP CREATES EXCITEMENT WITH EXCLUSIVE THEMED SALE EVENTS
2.2X
LIFT IN
CONVERSIONS

13. 1 3S T R I C T LY C O N F I D E N T I A L /
Increase the odds that your customer will engage by automatically retargeting across channels

14. 68%
OF CARTS ARE
ABANDONED WITHOUT
THE CUSTOMER
COMPLETING A
PURCHASE
1 4S T R I C T LY C O N F I D E N T I A L /
Drive monetization with targeted incentives and reminders based on advanced audience segmentation and triggered messaging
Make it easy to engage holiday shoppers with messages that are relevant and based on user behavior

15. S T R I C T LY C O N F I D E N T I A L / 1 5*Note: Average cart recovery rate based on e-commerce email campaigns. The average cart recovery rate is estimated at 3–4% for e-commerce companies, based on a recent report by Ometria.
CHALLENGE
OPTIMIZE FOR THE EXACT WINDOW OF TIME
SOLUTION
BENEFITS: The campaign successfully lifted overall conversion, with an abandoned cart
conversion rate of 350% over the industry average during the three month activation
period, November 3rd – February 15th.
ITERATION: Using Appboy personalization, plus testing and acting on learnings from
previous campaigns, 1–800–FLOWERS.COM delivered an average of 5% more
abandoned cart conversion during Valentine’s Day (February 1st – 16th), an especially
popular time of year for the brand.
USER BENEFIT: Users acquired a great product—one that was in their consideration set
at full price—at a discounted rate.
Shopping cart abandonment means lost revenue for online retailers. According to
Baymard Institute, the average documented online shopping cart abandonment
rate is 69%.
CONVERSION RATE VS
INDUSTRY AVERAGE
350% 5%
CONVERSION INCREASE
WITH PERSONALIZATION

16. S T R I C T LY C O N F I D E N T I A L / 1 6
Use send-time optimization to deliver those messages at the precise time
that users are most likely to see them, engage, and take action
PUSH
E-MAIL
IN-APP
MESSAGES
NEWS
FEED
WEARABLES
PEAK ENGAGEMENT
USERS
MORNING MIDDAY EVENING
PAUL
RACHEL
25%RISE IN USER
ENGAGEMENT

17. 1 7S T R I C T LY C O N F I D E N T I A L /
VARIANT A VARIANT D
PROJECTED WINNER
25%
LIFT WITH
“VARIANT D”
Brands can significantly increase the effectiveness of their holiday outreach
by taking advantage of message testing

18. S T R I C T LY C O N F I D E N T I A L / 1 8
II. HOLIDAY EMOTION
GIVING YOUR MARKETING
THE HUMAN TOUCH

19. S T R I C T LY C O N F I D E N T I A L /
PEOPLE ALWAYS
LIKE TO FEEL
UNDERSTOOD,
ESPECIALLY
DURING THE
HOLIDAYS
1 9S T R I C T LY C O N F I D E N T I A L1 9

20. S T R I C T LY C O N F I D E N T I A L / 2 0
MAKE SURE THE
CONTENT OF
YOUR MESSAGES
SPEAK TO EACH
AND EVERY
CUSTOMER

21. Soundcloud
DJ Khaled’s newest song has
received 10,455 listens in the
2m
slide to listen
S T R I C T LY C O N F I D E N T I A L / 2 1
ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS

22. 2 2S T R I C T LY C O N F I D E N T I A L /
With iOS 10, brands can take things a step further by
incorporating videos and rich, in-app experiences directly into their push notifications

23. 2 3S T R I C T LY C O N F I D E N T I A L /
WHEN USING
PERSONALIZATION,
CONVERSION RATES
ARE 3X HIGHER

24. 2 4S T R I C T LY C O N F I D E N T I A L /
Want to take it a step further? Dynamic content lets you automatically customize messages
in real-time using data held in your proprietary servers or using public APIs
COLOMBIA
GERMANY
KUWAIT
Soundcloud
DJ Khaled’s newest song has received
10,455 listens in the past hour!
2m ago
slide to listen

25. S T R I C T LY C O N F I D E N T I A L / 2 5
LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS
URBAN OUTFITTERS PROMOTES EXCLUSIVE OFFERS AND IN-STORE EXPERIENCES

26. S T R I C T LY C O N F I D E N T I A L / 2 6
1 / USE MULTIPLE CHANNELS TO CONNECT
2 / RICH CONTENT TUGS AT THOSE EMOTIONS
3 / TARGET EVERYONE INDIVIDUALLY
4 / DELIVER MESSAGES BASED ON
PAST ACTIONS
5 / DON’T FORGET ABOUT ONBOARDING
ALL YOUR NEW USERS!

27. S T R I C T LY C O N F I D E N T I A L /
WAIT! THERE’S
ONE MORE THING…
2 7

28. S T R I C T LY C O N F I D E N T I A L / 2 8
16% SPIKE
IN FIRST APP USAGE
ON CHRISTMAS DAY
AS PEOPLE UNWRAP
THEIR NEW DEVICES
AND DOWNLOAD APPS
DECEMBER 18TH
2015
CHRISTMAS DAY
2015
+16%

29. S T R I C T LY C O N F I D E N T I A L / 2 9
20%+ NEW DEVICE
ACTIVATIONS
MAINTAINING FOR
THE NEXT 2-3 DAYS
+25%
DECEMBER 18TH
2015
CHRISTMAS DAY
2015
DECEMBER 27TH
2015
+24% +20%
DECEMBER 26TH
2015

30. S T R I C T LY C O N F I D E N T I A L / 3 0
MOBILE REFLECT CONSUMER INTEREST AND BEHAVIOR DURING HOLIDAYS
TRANSPORTATION APP USAGE
SHOWS THE UPS AND DOWNS
OF HOLIDAY TRAVEL
50% decrease in transportation app
sessions on Christmas Day
45% increase in sessions on New Year’s
compared to the first 3 Thursdays of
December
133% increase in first app use on New
Year’s Eve as consumers consider their
New Year’s transportation options.
RETAIL APP INSTALLS AND
USAGE EBB AND FLOW DURING
CHRISTMAS
23% decrease in sessions on
Christmas Eve.
14% sustained increase in session
activity for the 3 days starting
Christmas Day
31% and 59% increase in apps
downloaded on new devices on
Christmas Day and December 26 as
consumers use their mobile gifts
MEDIA APP USAGE SPIKES
AFTER GIFTS ARE OPENED
42% increase in first used app on
Christmas Day as consumers explore
entertainment options on their new
mobile devices
SOURCE: APPBOY PROPRIETARY DATA: NOVEMBER 2015
*RELATIVE TO SAME DAY 1 WEEK PRIOR UNLESS OTHERWISE SPECIFIED

31. AND HAPPY
(EARLY) HOLIDAYS
THANKS SO MUCH