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How to Master Your Mobile Engagement Toolkit

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The most successful retail apps have a well-defined mobile engagement strategy. Push notifications have proven to drive significant results, but they are only a piece of the story.

Urban Airship recently compiled the industry's largest study of opt-in rates and trends, revealing that on average, only 43% of users opt-in to push notifications. Of those who don’t opt-in, less than a third of users engage with an app again after the initial installation.

This is where additional tools like in-app messaging, message centers and digital wallet offerings provide a brand new opportunity. Because they allow you to address all of your users inside and outside of your app, these tools provide significantly more reach. They also provide you with a lot of control to communicate new product offers and promotions, address abandoned carts, and encourage profile signups to keep your brand top of mind.

Sign up for this webinar and join Bill Schneider, Urban Airship’s director of product marketing, to learn:



• How to expand your messaging tools beyond Push notifications

• When to use Push, In-App Messaging and Digital Wallet

• How to maximize the Push Opt-in opportunity

• Strategic insights on building messaging solutions that support each other

Published in: Mobile
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How to Master Your Mobile Engagement Toolkit

  1. 1. June 16, 2015 Master Your Mobile Engagement Toolkit
  2. 2. Topics Why mobile engagement Tools in the toolkit The engagement lifecycle Examples Bill Schneider Director of Product Marketing Urban Airship
  3. 3. We’ve reached the mobile majority Source: Nielsen Q4 2013 data
  4. 4. Mobile’s growing influence on sales Source: Deloitte Digital “Navigating the New Digital Divide” “We see both digital and mobile influence growing by double digits, with mobile growing faster than digital.”
  5. 5. Bridge the digital and physical world
  6. 6. Acquisition costs are rising
  7. 7. of customers defect within 7 days of download.80% Source: UA Good Push Index
  8. 8. 4x App engagement 2x App retention download Mobile engagement cuts churn in half Source: Urban Airship Good Push Index, 2013
  9. 9. Message Center In-app messaging Location Watch Internet of Things The mobile engagement surface area App Today’s expanded surface area Notifications Wallet
  10. 10. Different tools, different reach Message Center In-App Campaigns Push notifications 100% of app users Push opt-ins Majority of app users Digital Wallet 100% of smartphone users
  11. 11. Establish your mobile value proposition USERBRAND • Sell products • Reach, engage, retain audience • Generate repeat business • Drive in-store purchase • Save money • Get good value • Make it easy • Learn and explore • Have fun
  12. 12. The mobile engagement process App download Onboarding Conversion Retention Re-engagement Push opt-in Location opt-in Welcome series Product view Add to cart Wish list First purchase Loyalty member signup Customer sat Service reminders Replenishment Win-back programs Account re-activation Branding halo
  13. 13. Onboarding: Maximize the opt-in moment
  14. 14. Retail opt-in rates dropped 9 points 46% to 37% 45% to 43%
  15. 15. Massive gap between average & leaders High-performing apps see 45% greater opt-in than median
  16. 16. The gap represents massive opportunity Low, Medium and High opt-in rates for retail apps Millions of users Millions of app opens Millions of dollars
  17. 17. 1. Set the expectation on first app open increased 31% since implementing the value proposition messaging NHL’s opt-in rate
  18. 18. 2. Explain notification and location opt-in early
  19. 19. 3. Make it contextual
  20. 20. 4. Give users control • Categorize your notifications into different types by utility • Consider a manageable way to allow users to control notifications by topic
  21. 21. Conversion: The first transaction
  22. 22. Moments of true utility
  23. 23. In-app engagement rates
  24. 24. Listening is the key to engagement success Get full context across your customer journey
  25. 25. Create an offer box with Message Center
  26. 26. Personalized message center Changing the mobile application retail experience- Nike Soccer content is personalized and dynamically fed based on location, language, and in-app behavior.
  27. 27. Multi-step conversion
  28. 28. Retention: Create a mobile habit
  29. 29. Turn triggers into habits
  30. 30. An evolved wallet
  31. 31. Reward members with a big sale
  32. 32. Keep the conversation going
  33. 33. Build anticipation and delight
  34. 34. Re-engagement The power of data
  35. 35. In-app campaigns can re-target opt-outs
  36. 36. Leverage other channels, such as email
  37. 37. Takeaways: Don’t advertaze
  38. 38. Takeaways: Learn and predict
  39. 39. Takeaways: Anticipate needs, reduce friction
  40. 40. Takeaways: Leverage the surface area
  41. 41. Takeaways: Get a jump on the holidays the week before Thanksgiving as shoppers started to plan their holiday shopping 100% Engagement rates jumped
  42. 42. Thank you To learn more, download our white paper by copying this link in your browser: http://bit.ly/1dKsMQO

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