Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile Notification Best Practices

6,184 views

Published on

Push notifications, in-app messaging, mobile message centers: get the inside scoop on what to say, how to say it and how to coordinate all of your mobile messaging in this presentation from two of Urban Airship's top mobile marketing experts.

Published in: Marketing
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ,DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Women usually act out of emotion, not logic. Take advantage of this and get your Ex back today! See how to ♥♥♥ http://ow.ly/f23I301xGAo
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Mobile Notification Best Practices

  1. 1. 1 © Urban Airship. Confidential. Do Not Distribute. Mobile Notification Best Practices
  2. 2. 2 © Urban Airship. Confidential. Do Not Distribute. Diana Laboy-Rush Senior Product Marketing Manager Urban Airship Alyssa Meritt Head of Strategic Consulting Urban Airship Today's Presenters
  3. 3. 3 © Urban Airship. Confidential. Do Not Distribute. Agenda • Mobile Notification Types Explained • Cross-Channel Marketing Implications • Your Top Questions, Answered • Key Takeaways
  4. 4. 4 © Urban Airship. Confidential. Do Not Distribute. Mobile Notification Types
  5. 5. 5 © Urban Airship. Confidential. Do Not Distribute. Overview of Notification Types Mobile Wallet In-App Messages Message Centers Rich (Interactive) Notifications Push Notifications
  6. 6. 6 © Urban Airship. Confidential. Do Not Distribute. Push Notifications Overview • Opt-in messages delivered directly to phone or tablet home screen • Broadcast or targeted • Real-time or scheduled • Location-based • Easy to create with • Deep Link Capability Light up their screen
  7. 7. 7 © Urban Airship. Confidential. Do Not Distribute. Push Notification Best Practices 1. Identify the action desired 2. Make it timely and relevant with context 3. Focus on in-the- moment 4. Use precision targeting 5. Make it a conversation
  8. 8. 8 © Urban Airship. Confidential. Do Not Distribute. Can They Read It? Maximum characters by operating system and device Message Length 43 characters: The briefest display type is "banner style" on iOS with an iPhone 4/4S. 37 characters: The briefest display type on Android in "lock screen portrait" on Nexus 5, 6 and 6P. Here’s what concise messages around 40 characters look like: Retail: "Members only: 20% off shoes. Shop now!" News: "BREAKING: DC homicide suspect in custody." Travel: "CHANGE: Flt 39 departing from gate C2."
  9. 9. 9 © Urban Airship. Confidential. Do Not Distribute. Rich Notification The New Paradigm: Rich Notifications Include Rich Media (JPGs, GIFs, etc.) Interactive Buttons Share Directly from the Notification
  10. 10. 10 © Urban Airship. Confidential. Do Not Distribute. Rich Notification Examples
  11. 11. 11 © Urban Airship. Confidential. Do Not Distribute. Rich Notifications Considerations 56% higher direct open rate vs. standard notifications • Attention grabbing • Interactive buttons • Images • Video (iOS) • Gifs (iOS) • Sound (iOS)
  12. 12. 12 © Urban Airship. Confidential. Do Not Distribute. The Interactive Notification Not just “notifications,” trackable interactions. • Immediate & specific actions • 2 button, 1 button, no button • Better conversion routing • Engaging experiences • Yes/No, Like/Share, Remind Me Later/Share • Emojis Interactive Notification Types
  13. 13. 13 © Urban Airship. Confidential. Do Not Distribute. Rich Notifications Best Practices • Use rich media to compel action • Video for news and publishing • Gifs for emotional appeal • Images for transactional info • Use interactions to capture insight • Prompt with a “shop now” button to deep link into app • Include a “share” button to grow audience
  14. 14. 14 © Urban Airship. Confidential. Do Not Distribute. In-App Interactive Notifications Reach opt-outs & create notification continuity Send in-app only, or with a push notification. Background & font color can be customized. Great uses for in-app messages • Encourage push opt in • Feature update • Quick tips / pro tips • Contest entry
  15. 15. 15 © Urban Airship. Confidential. Do Not Distribute. Message Centers: Now or Later Reading Your user’s mobile inbox • Reach entire app audience • Unread messages are flagged with badges • Customize content with different icons • Can be used for promotions • Marketers can add or expire messages
  16. 16. 16 © Urban Airship. Confidential. Do Not Distribute. Message Center Examples
  17. 17. 17 © Urban Airship. Confidential. Do Not Distribute. Rich In-App Pages in Message Center Marketer-deployed landing pages • Storytelling through great visuals, video, or audio with rich content landing pages. • Reach your entire app audience — not just opt-ins. • Track user behaviors via UA tagging and 3rd party analytics • Can be promotional Branded Templates Upload HTML 5
  18. 18. 18 © Urban Airship. Confidential. Do Not Distribute. Temporary In-App Pages Interstitial, temporary experience Reach opt-ins on the fly Display stand-alone landing pages to your opt-in audience without a message center • Out-of-the-box with SDK, leveraging branded templates • Actions can be tagged for re-messaging • Temporary
  19. 19. 19 © Urban Airship. Confidential. Do Not Distribute. Messaging Tactic Recommended Usage Push Notification Lights up screen, provides immediacy, great for time- and location-sensitive content. Great for re-engaging lapsed users. Rich Notification When you want a response- follow up on a story, share. Badging (iOS) Creates urgency, but non-interruptive. Helps bring back engaged and lapsed users. In-App Notification When your message has to be seen- reaches entire app audience. Can be one, two or no buttons. Delivered to home screen. Temporal, in the moment messaging, that can be sequenced. Messaging Tactics Help with User Experience
  20. 20. 20 © Urban Airship. Confidential. Do Not Distribute. Messaging Tactic Recommended Usage Message Center Connect and get more value out of users who already use the app. User is brought to the inbox by a standard push or by badging. More room for copy, offers now or later reading, high engagement via rich content (video, audio, text, surveys), can be used for testing. In-App Page Larger area, can be temporary (like a pop up) for opt-ins only or within the message center (entire app audience). Mobile Wallet No app needed. Can be shared via email, sms, print etc. Can be updated and location triggered. Messaging Tactics Help with User Experience
  21. 21. 21 © Urban Airship. Confidential. Do Not Distribute. Messaging Types
  22. 22. 22 © Urban Airship. Confidential. Do Not Distribute. Three Main Messaging Types • Educational: • Value add as your customer grows with your brand (lifecycle) • Promotional: • Coupons, offers, opportunities (the give for the get) • Transactional: • Reorder, shipped, confirmed, changed tier (service and loyalty)
  23. 23. 23 © Urban Airship. Confidential. Do Not Distribute. The Intersection of Brand & User Goals USERBRAND • Reach, engage, retain audience • Gain user insight • Reduce cost • Repeat business, increase LTV • Increase efficiency • Be informed • Make it easy • Save money • Save time • Security • Better deals • Be reminded • Have fun
  24. 24. 24 © Urban Airship. Confidential. Do Not Distribute. Relevant & Useful Messaging • How is it relevant? • Why does it matter here and now? • What do you what them to do? Three questions to ask before you push send: Use everything you know about users to deliver value • Inform • Alert • Direct • Entertain • Connect • Choose wisely • Save money • Increase efficiency
  25. 25. 25 © Urban Airship. Confidential. Do Not Distribute. Educational
  26. 26. 26 © Urban Airship. Confidential. Do Not Distribute. Promotional
  27. 27. 27 © Urban Airship. Confidential. Do Not Distribute. Framing the Communication Opportunity EMOTIONAL Regular /PUSHED Content based on calendar or lifecycle. Heighten customer emotional engagement. Content that responds to a specific event or customer behavior. Heighten customer emotional engagement. Content based on calendar or lifecycle. Aim to grow, serve, protect, engage. Content that is specific to customer need or transaction. Aims to make experience hassle free and effortless. Action / TRIGGERED PRACTICAL
  28. 28. 28 © Urban Airship. Confidential. Do Not Distribute. Transactional
  29. 29. 29 © Urban Airship. Confidential. Do Not Distribute. Process Planning your messaging: • Draft your message • Ask the 3 questions • Identify where the message should go • Consider and tag for interactive notification elements • Send to a specific segment
  30. 30. 30 © Urban Airship. Confidential. Do Not Distribute. Cross Channel Considerations
  31. 31. 31 © Urban Airship. Confidential. Do Not Distribute. Cross Channel Opportunities App Mobile Wallet Email Web
  32. 32. 32 © Urban Airship. Confidential. Do Not Distribute. Cross Promotion with Email Email to increase downloads, push to reinforce message
  33. 33. 33 © Urban Airship. Confidential. Do Not Distribute. Multiple Channels Working Together Voucher to new users after they download the app. Helps welcome, onboard and drive adoption. Objectives • Educate and on-board new users • Cross promote Redbox content across channels • Give users easy access to rental kiosks and content availability Redbox employs a multi-channel marketing strategy, which includes its app with push notifications and a message center, as well as text messaging and email
  34. 34. 34 © Urban Airship. Confidential. Do Not Distribute. Multiple Channels Working Together
  35. 35. 35 © Urban Airship. Confidential. Do Not Distribute. Multiple Channels: Offer Flow
  36. 36. 36 © Urban Airship. Confidential. Do Not Distribute. Consider Social
  37. 37. 37 © Urban Airship. Confidential. Do Not Distribute. Expand Your Reach to Numerous Platforms Web Notifications Wearables In-App Notifications
  38. 38. 38 © Urban Airship. Confidential. Do Not Distribute. Your Questions
  39. 39. 39 © Urban Airship. Confidential. Do Not Distribute. Where should mobile notifications direct the audience?
  40. 40. 40 © Urban Airship. Confidential. Do Not Distribute. Mobile web page Specific app screen In-app landing page • Push notifications (or msg delivered within a message center) can take your customer anywhere within the app itself, or on the mobile web • Avoid the default, sending your message recipient to the home screen • Use “deep links” to ensure each message takes your audience to precisely where they want to go Help Them Take Action
  41. 41. 41 © Urban Airship. Confidential. Do Not Distribute. How often should I send a push notification?
  42. 42. 42 © Urban Airship. Confidential. Do Not Distribute. • Is this something your customer asked for? • Is this expected communication? • Is this message helpful to my customer? • Is it on a reasonable cadence for my brand? Think About Your User’s Expectations
  43. 43. 43 © Urban Airship. Confidential. Do Not Distribute. What makes a good message center?
  44. 44. 44 © Urban Airship. Confidential. Do Not Distribute. • Badge • Iconography • Preview text • Expiration date Strongly Branded, Easy-to-Use, Rich Source of Content
  45. 45. 45 © Urban Airship. Confidential. Do Not Distribute. How do I move beyond broadcast push?
  46. 46. 46 © Urban Airship. Confidential. Do Not Distribute. Even adopting a single variable for targeting can drive massive improvements in response, let alone combining multiple points of user insight for precision- targeting. Targeted push notifications were more impactful than broadcast push notifications Effect Of Targeting On Push Response Source: Urban Airship’s “Good Push Index” Study
  47. 47. 47 © Urban Airship. Confidential. Do Not Distribute. How can I get more people to opt in?
  48. 48. 48 © Urban Airship. Confidential. Do Not Distribute. • Tell users why they should opt in • Show them how to opt in • Welcome them to the app Clearly Demonstrate Value
  49. 49. 49 © Urban Airship. Confidential. Do Not Distribute. What should I do to re- engage inactive users?
  50. 50. 50 © Urban Airship. Confidential. Do Not Distribute. • Highlight features not yet used • Offer value based on segments • Updates based on preferences Remind Them Why They Downloaded
  51. 51. 51 © Urban Airship. Confidential. Do Not Distribute. Key Takeaways
  52. 52. 52 © Urban Airship. Confidential. Do Not Distribute. Plan! Build Editorial, Marketing Calendars Balance your messaging • Determine key segments • Establish messaging types • Look at potential volume • Assess messaging coming from other channels
  53. 53. 53 © Urban Airship. Confidential. Do Not Distribute. For notifications: 1. Identify the action desired 2. Decide on best notification type 3. Make it timely and relevant with context 4. Focus on in-the-moment 5. Use precision targeting 6. Make it a conversation Best Practices Remember: How is it relevant? Why does it matter here and now? What do you what them to do?
  54. 54. 54 © Urban Airship. Confidential. Do Not Distribute. • Sign up for a free trial • Utilize our docs for best practices & quick start guides: • In-App Messaging: Quick Start Guide • Custom Events: Quick Start Guide • Lifecycle Lists: Quick Start Guide • Interactive Notification Types • Maximum characters by operating system and device Resources
  55. 55. 55 © Urban Airship. Confidential. Do Not Distribute. • Check out our blog, where we post content designed to make your mobile growth easier: • How to Make a Successful App: 10 Fundamentals for Maximizing Your Investment • How to Earn Push Notification Opt-Ins: 7 Essential Resources • Addressing — and Winning Back — Dormant App Users Subscribe to receive a weekly digest of our best posts. Resources
  56. 56. 56 © Urban Airship. Confidential. Do Not Distribute. Q&A Luke, we need a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx! Q & A Want more? Check out the resources in our online Content Library for more best practices and benchmark reports.
  57. 57. 57 © Urban Airship. Confidential. Do Not Distribute. Thank you | Portland San Francisco London | +1 855 385 3155 | urbanairship.com

×