If you’re using push notifications only to sell, promote, and blast, then you’re doing it all wrong. Competition among apps is fierce. The question for mobile companies is no longer simply how to get their app installed, but how to become part of a user’s regular routine. To rise above the noise, your push notifications must engage users at every stage of the lifecycle and keep them coming back for more. Do you wonder if your push notifications are hitting the mark? In this webinar, we’ll show you a number of examples and explain how to get started with super-personalized, user-centric push notifications.

1. Adam Marchick
How To Cra Push
Notifications Users Actually
Want To Receive
February 2015 Presentation

2. @ThueLMadsen#KISSwebinar
Join the conversation on Twi er

3. Adam Marchick - Kahuna - @adammstanford
Adam Marchick is the CEO & co-founder Kahuna and an
advisor to Heads of Mobile around growth, engagement and
revenue. Before Kahuna, Adam was an early member of the
Facebook growth team and funded mobile enterprise
companies at Bain Capital Ventures ad Menlo Ventures.

4. @AdammStanford #KISSwebinar
Join the conversation on Twi er

5. 1 Opportunity and Challenges
2
Cra ing User Centric Push Notifications3
Examples, Best Practices, and Ge ing Started
Table of Contents
Gathering the Right Data
4

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7. What is the opportunity?
1

8. Opportunity & Challenges

9. Opportunity & Challenges
Source: comScore

10. What are the challenges?
1

11. Mobile ecosystem is fragmented
Time spent across platforms
Opportunity & Challenges
0%
20%
40%
60%
80%
100%
Mobile websites Social Native Apps
Consumers have many touch points with your brand.

12. Competition is fierce
Opportunity & Challenges
1.2 million apps available
1.3 million apps available

13. Mobile customers are complex
Opportunity & Challenges

14. Mobile engagement is nuanced
Opportunity & Challenges

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16. How do you
address these
challenges?

17. Understand &
Engage

18. Gathering the right data
2

19. Gathering the right data can be hard
Gathering the right data
• Billions of records
• Non-linear, multi-device user interactions
• Data coming from many sources
• Data types include user actions, descriptors and more

20. What data should you gather?
Gathering the right data
• User engagement state
• User behavior – across multiple devices, mobile and web
• User a ributes
• User response data

21. Data informs how you communicate with your customers
Gathering the right data
Location Timing Behavior Preferences Device

22. Cra ing User-Centric
Push Notifications
3

23. Notifications should enhance, not harm, the user experience
Cra ing user-centric push
notifications

24. Talk to the right people
Cra ing user-centric push
notifications

25. Make it personal
Cra ing user-centric push
notifications

26. Test & optimize rigorously
13%
20%
31%
7%
16%
2%
Message 1 Message 2 Message 4Message 3 Control groupMessage 5
16%
Cra ing user-centric push
notifications

27. Get the timing right
Cra ing user-centric push
notifications

28. Know how to measure success
• Goal achievement
• User engagement
• App uninstalls & push opt-outs
Cra ing user-centric push
notifications

29. Examples, Best Practices,
and Ge ing Started
4

30. Onboarding Users With Personalized Messaging
Examples & best practices
Lifecycle messaging for
engagement
47%
UPLIFT IN
USER ENGAGEMENT

31. Yummly onboarding flow
Examples & best practices

32. Yummly onboarding notifications and results
47%
UPLIFT IN
ENGAGEMENT
1300%
UPLIFT IN
CONVERSIONS
Examples & best practices

33. Engage users at every stage in the lifecycle
REDUCED USER
CHURN BY
8 PERCENTAGE
POINTS
Examples & best practices

34. Targeting users by engagement state
8tracks now
We have over a million
playlists. Awww yeah.
slide to view
8tracks now
Never be annoyed by audio
ads again.
slide to view
8tracks now
Hey there. You kinda seem
like you could use a playlist,
and we’ve got the perfect
one.
slide to view
8tracks now
Since you liked that mix,
we’ve got tons of
recommendations for you.
slide to view
Examples & best practices

35. Optimizing for cart conversions
43%
INCREASE IN MOBILE
PURCHASES
Examples & best practices

36. Message optimization in action
1800Flowers now
Forget Something? Come back and
send a truly original gift!
slide to view
Message
BA
1800Flowers now
Forget Something? Come back and
SAVE 15% with Promo Code
MYCART
slide to view
Message
Examples & best practices

37. And the winner is…
1800Flowers now
Forget Something? Come back and
send a truly original gift!
slide to view
Test Message
B
Kahuna sends users the
winning message variant at
the optimal time.
Examples & best practices

38. What to watch out for

39. Messaging the device, not the person
Examples & best practices

40. A/B testing gone wrong
Testing without a
control group
Testing across different
user segments
Examples & best practices

41. Tracking the wrong metrics
• Engagement rate > CTR
• Revenue > CTR
• Goal achievement > CTR
Examples & best practices

42. Thinking it’s all upside
• Push opt-outs
• App uninstalls
Examples & best practices

43. Ge ing Started

44. Top Lifecycle Campaigns for Mobile
New users
Gather information & inspire sticky user
experience
Registration incentives & onboarding
campaigns
Engaged users
Incentivize mobile conversions and
brand advocacy
Cart fulfillment, referral incentives &
VIP campaigns
Passerby Users
Re-introduce the value proposition of
your app Personalized new feature alerts
Dormant Users Inspire re-engagement Affinity-based offers & campaigns
Goal Campaign Suggestion
Ge ing started

45. Registration incentives for first-time users
Ge ing started

46. Registration incentives for first-time users
Find users who…
• Have used the app only one time
• Have not registered
• Have browsed food
Ge ing started

47. Ge ing started
Registration incentives for first-time users
Send them a personalized registration incentive…
You type: Your user sees:

48. Affinity-based offers for re-engaging dormant users
Ge ing started

49. Ge ing started
Affinity-based offers for re-engaging dormant users
Find users who…
• Have been dormant for 5 days
• Have listened more than 2 times

50. Ge ing started
Affinity-based offers for re-engaging dormant users
Send them a personalized offer…
You type: Your user sees:

51. Cart conversion messages for engaged users
Ge ing started

52. Ge ing started
Cart conversion messages for engaged users
Find users who…
• Added an item, but did not complete the purchase
• Cart value > $100

53. Ge ing started
Cart conversion messages for engaged users
Send them a personalized offer…
You type: Your user sees:

54. Questions?
Adam Marchick
CEO & Co-founder
Kahuna
@adammstanford
adam@kahuna.com
Thue Madsen
Marketing Operations Specialist
KISSmetrics
@ThueLMadsen
tmadsen@kissmetrics.com

55. THANK YOU
Adam Marchick
CEO & Co-Founder, Kahuna