This document discusses how integrating email and push notification strategies can help build seamless customer experiences across channels. It notes that while email is still a preferred communication method, push notifications provide benefits like immediacy and contextuality. Mobile marketing automation technologies allow combining customer data from various sources to trigger personalized messages across email and push notifications based on behaviors. This helps deliver omnichannel experiences that keep customers engaged throughout their journey. The document provides examples and best practices for using different channels appropriately depending on scenarios.

1. Unify Your Email and Push Strategy to Build Amazing, Seamless
Customer Experiences.

2. Speakers
Tanisha Gupta
 Product Marketing Director -
FollowAnalytics
 Experienced Mobile Marketer
 @tanz0906
Jeff Hasen
 Mobile Strategist and Chief Marketing Officer
 Author of two books, including the new
The Art of Mobile Persuasion
 Founder of Gotta Mobilize consultancy
 @Jeffhasen

3. About Follow Analytics
3
Headquartered
in San Francisco
Headquarters Offices
Offices in Paris
and Montreal
21 Customers
in the Fortune 500
Investors
Aspect Ventures,
Sapphire Ventures,
Salesforce Ventures
& Zetta Ventures
Customers

4. Our Customers
4

5. Agenda
5
1. The continued value of email
2. The mobile opportunity and the value of push
3. Challenge – building seamless journeys
4. Why it’s important to integrate email and push strategies
5. The role of Mobile Marketing Automation in omnichannel marketing efforts
6. Best Practices

6. 6
Email is Not Obsolete
of consumers chose
email as a preferred
way for companies to
communicate with
them*
72%
*Study of American consumers by MarketingSherpa 2015

7. 7
But Email Has Limitations
• As opposed to push notifications and text messages, the great majority of
emails are not read within seconds or a few minutes, nor are they as
personal or contextual as push messages
• The volume of spam dissuades many users from following email in real-time
of emails in the U.S. are
spam.
49%
Source - Trend Micro

8. Mobile Has Invigorated Email
8
75% Of its 900 million users, 75% of Gmail users
access their accounts on mobile devices
Email is primarily becoming a mobile channel
*Google/TechCrunch I/O dev conference, May, 2015

9. The Opportunity with Mobile
9
Mobile gives you access to your customers at
any time and place
of Americans check their
smartphones “at least a few times
a day”
admit they’re “constantly checking
and using” their phones
89%
36%
*source aNewDomain

10. The Opportunity with Mobile
10
2.%
0.%
6.%
36.%
54.%
10.%
4.%
28.%
21.%
36.%
Hardly ever, only when I really need it
In the morning and evening
A few times throughout the day
About once every hour
I am constantly checking and using my phone
Total respondents Younger millennials
Results from Bank of America study

11. The Opportunity with Mobile
11
Mobile is a platform through which you can deliver optimized messages directly into the palms of your
users for every major channel
Push Email
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In-app SMS

12. 60%
12
*Source FollowAnalytics customers
of enterprise
brand users opt
into push*

13. Push As A “Core Component”
13
“Push notifications are not necessarily a replacement for email, SMS, and other direct
messaging tactic. While they offer key benefits over this first generation of mobile messaging tools,
they are mostly complementary…..Moving forward, we expect to see push notifications integrated as
a core component of any direct marketing and relationship program.”
Push Mobile Engagement to the Next Level, Forrester

14. Benefits of Push Notifications
14
Ability to engage and re-engage users
User controls let users opt-in
Valuable data and insights
Contextuality
Simplicity

15. Growth of Push Notifications
15
In 2015, users who enabled push notifications launched an app an
average of 14.7 times per month, while users who did not only
launched an app 5.4 times per month
Push notifications are highly effective for many demographics, including
millennials, with about 84% of them claiming to respond to push
notifications they have received
Source: Retale

16. Growth of Push Notifications
16
70%
Of consumers found all types of push
notifications, including order updates and
location-based messages, to be valuable.
Source: Responsys

17. Best Practice For Push Notifications
17
Have extremely high standards for what makes it into a push, or you will end
up spamming your users.
Develop a value add strategy for push communication.
Ask your users to opt into push and tell them the benefit they will get from
opting in.
Give your users control. Let users opt into the types of push they want.
Have a steady cadence for how often you communicate.
Offer an easy opt-out.
1
2
3
5
4
6

18. The Challenge for Today’s Marketers
18
4
Leveraging and optimizing through user insights across
channels
3
Being aware of spam – separate email and push marketing
teams can result in one unhappy and over-targeted customer
2
Knowing when to use what channel to get the best
results and keep your customers happy
1
Delivering messages across channels in a seamless and
engaging way

19. 19
Consumers Expect Brands to Offer an Integrated Experience
“An integrated strategy means making sure that all the messages you send, via any
messaging channel, serve common goals and that taken all together, those messages aren’t
overwhelming.”
Push Mobile Engagement to the Next Level, Forrester

20. 20
of customers are more likely to
make a purchase when mobile
offers are part of an orchestrated
campaign that unfolds over time
across multiple channels
Source: Responsys
43%

21. 21
Create Experiences, Not Campaigns
60%
of Americans switch
between devices in
the same day.1
1-Google Research, 2- Aberdeen Group
Companies with strong omnichannel
customer engagement retain on
average 89% of their customers2
89%

22. Sample Cross-Channel Customer Experiences
22
Personalized Email –
incentivizing app download
Nurture on site Newsletter opt-in Downloads app
Trigger based
Onboarding Message
Email inviting
customer to boutique
pop-up weekend event
Personalized Contextual
discount coupon sent
based on geo-location
Coupon used. First
purchase
Mobile push to check on
quality of experience
Social evangelizing
Personalized email with
curated content based
on purchase
Clicks on ad for
retailers
Email Marketing System FollowAnalytics

23. A Day In The Life Of A Traveler
23
An airline will send a push notification to an opted-in
mobile app user for a flight or gate change and send an
email with less timely info like a sale or new destination

24. A Day In The Life Of A Shopper
24
A retailer will employ beacons or other location-
based services to send a push notification when a
customer is in proximity
Email is ineffective in that situation since
most aren’t looked at immediately

25. A Day In The Life Of A Customer
25
A business will send a push notification to a consumer
about expiring services
An email would not be the most efficient given the time it likely
will take for a view, especially if it’s a weekend

26. A Day in The Life of a Customer
26
A pharmacy customer will receive an email, detailing services, hours of
operation, and a discount on the first visit
Following an opt-in based off communication in the email, the consumer will
receive a push notification with an alert that a prescription is ready for pickup

27. How Can Marketers Integrate Email and
Push?
27
Mobile Marketing Automation
technology allows marketers to
integrate multiple channels and build
omnichannel customer experiences

28. 28
What is Mobile Marketing Automation?
“Marketing technologies that use real-time and contextual insights to
proactively engage with known users in the appropriate mobile moment across
the customer life cycle via a mobile device”
Vendor Landscape: Mobile Engagement Automation Solutions, November 2015, Forrester

29. Benefits of Mobile Marketing Automation
29
Source: Mobile Marketing Automation, How The Most Successful
Apps Drive Massive Engagement & Monetization, VentureBeat
“The good news is that higher
engagement, retention and
increased revenue are among
the top results of implementing
Mobile Marketing Automation,
with higher engagement being
the single most cited benefit…”
Mobile Marketing Automation Report
VentureBeat
Higher ratings
Lower user acquisition costs
More downloads
Haven’t really started yet
Better insight
Increased conversions
Omnichannel
No benefit
Increased Revenue
Retention
Minor benefits
Increased engagement
0 5 10 15 20 25 30

30. What To Look For In A MMA Solution?
30
THE ESSENTIALS CHECKLIST
Is it rich enough?
Are there a rich variety of campaigns for you to chose from? Video, pictures, in-app, contextual and geo-targeted?
Is it powerful enough?
Can campaigns be scheduled and also self-triggered by any action inside or outside your mobile app?
Is it real time?
Can the technology support an immediate real time interaction with your customers, in their mobile moment?
Is it friendly enough?
Can marketers use the solution to analyze data and build campaigns without relying on I.T.?
Is it quick?
Can you get set up with your new technology and start sending campaigns quickly?
Is it connected?
Will it easily plug into your existing CRM and other customer data systems to trigger campaigns?
Is it smart?
Does it use machine learning and predictive analytics to make recommendations about what you should be doing?
Is it scalable and secure?
Can you trust the solution to scale as your business grows?

31. Data Is The Foundation to Mobile Marketing Automation
31
Codeless connectors make it easy to unify all your customer
data and build mobile campaigns
Combine real-time mobile data with existing marketing
systems and CRM to get accurate customer profiles

32. MMA Is The Catalyst For Your Omnichannel
32
An integrated strategy means making sure that all the messages you send,
via any messaging channel, serve common goals and that taken
all together, those messages aren’t overwhelming.
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GOAL

33. Best Practice For Ommichannel Marketing
33
Tracking customer behavior is critical. What have they bought recently? What
items are they abandoning in shopping carts? What pages do they spend the
most time on? This info creates understanding and allows you to create
personalized experiences with your customers
For many companies, this data lives in dozens of different silos. That won’t fly
You need a Marketing Automation tool that integrates with your CRM, web
analytics, eCommerce platform, BI solution, and any information source in
your stack
1
2
3

34. 34
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