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The Mobile Engagement Playbook - Going from Good to Great

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There are strategies to shift from good push notifications to great engagement with loyal brand advocates.

Do you use push notifications in your app? In-app messaging? Are you targeting your mobile messaging to specific users?

There is so much more precision we can use in our messaging today. Consumers have so much more control they can apply to their media consumption.

Learn more here and please reach out to Urban Airship with any questions on mobile engagement marketing or developer strategies.

Published in: Mobile
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The Mobile Engagement Playbook - Going from Good to Great

  1. 1. 1 © Urban Airship. Confidential. Do Not Distribute. The Mobile Engagement Playbook Going from Good to Great
  2. 2. 2 © Urban Airship. Confidential. Do Not Distribute. Topics • Benchmarks for opt-ins and engagement • The 4 stages of mobile engagement • What top performers are doing • The impact of data insights • Key takeaways
  3. 3. 3 © Urban Airship. Confidential. Do Not Distribute. Mobile is accelerating the “age of the customer”
  4. 4. 4 © Urban Airship. Confidential. Do Not Distribute.4 © Urban Airship. Confidential. Do Not Distribute. The funnel is blown to bits. - Jake Sorofman, Gartner
  5. 5. 5 © Urban Airship. Confidential. Do Not Distribute. Drive Downloads & Messages • Mobile is the front door • Personalization is the focus • Meet the user where they are Own the “Moments that Matter”
  6. 6. 6 © Urban Airship. Confidential. Do Not Distribute. User-Level Insight Mobile-First Engagement Own the mobile moments that matter Open Ecosystem
  7. 7. 7 © Urban Airship. Confidential. Do Not Distribute. The Remote Control to Our Lives
  8. 8. 8 © Urban Airship. Confidential. Do Not Distribute. The Urban Airship Solution Total control of your mobile footprint Grow and retain mobile app audience Reach and engage mobile audiences without an app User-level intelligence and retargeting Stream mobile data to any business system ENGAGE INSIGHT CONNECT WALLET
  9. 9. 9 © Urban Airship. Confidential. Do Not Distribute. Great Engagement Starts with Great Data Advertisin g Email In-App Behaviors In- App Locatio n Data Message Center POS Push Socia l Wallet Websit e Integrations Urban Airship
  10. 10. 10 © Urban Airship. Confidential. Do Not Distribute. Different Channels, Different Reach Push Notifications Push notification opt-ins (iOS) * 100%0% 50% In-app Messages Majority of app users 100%0% 50% Message Center 100% of app users 100%0% 50% Mobile Wallet 100% of smartphone users 100%0% 50% *Android doesn’t require opt-in, so it’s 100%
  11. 11. 11 © Urban Airship. Confidential. Do Not Distribute. 1 New customer Onboarding Welcome series Push opt-in Location opt- in Conversion Product view Add to cart First purchase Retention Replenishment Loyalty member sign- up Customer sat Service reminders Re-engagement Win-back programs Account re-activation 4 critical stages in mobile engagement Retarget and reacquire Increase brand value 3 4 2
  12. 12. 12 © Urban Airship. Confidential. Do Not Distribute. What are top performers doing?
  13. 13. 13 © Urban Airship. Confidential. Do Not Distribute. Where Do Your Needs Intersect? USERBRAND • Reach, engage, retain customers • Generate repeat business • Gain user insight • Reduce cost • Operational efficiency • Easy & convenient • Save money • Save time • Security • Better deals • Be reminded
  14. 14. 14 © Urban Airship. Confidential. Do Not Distribute. Massive gap between average and leaders 45% greater opt in rates
  15. 15. 15 © Urban Airship. Confidential. Do Not Distribute. Tell Them Why They Should Opt-In
  16. 16. 16 © Urban Airship. Confidential. Do Not Distribute. Make it contextual
  17. 17. 17 © Urban Airship. Confidential. Do Not Distribute. Use in-app messages to target opt-outs
  18. 18. 18 © Urban Airship. Confidential. Do Not Distribute. It really works NHL’s opt-in rate increased 31% since implementing value proposition messaging Before After
  19. 19. 19 © Urban Airship. Confidential. Do Not Distribute. Welcome Series Automation Drives Results Higher Redemption Rate than typical free offers with automated welcome series messaging. 300%
  20. 20. 20 © Urban Airship. Confidential. Do Not Distribute. Pinpoint Targeting Boosts Conversion Conversion rate for highly-targeted last-minute ticket offers. 32% 20 © Urban Airship. Confidential. Do Not Distribute.
  21. 21. 21 © Urban Airship. Confidential. Do Not Distribute. Targeting Boosts Response 4-7X
  22. 22. 22 © Urban Airship. Confidential. Do Not Distribute. Sell Product & Build Brand 19 © Urban Airship. Confidential. Do Not Distribute.
  23. 23. 23 © Urban Airship. Confidential. Do Not Distribute. Message Centers Double Read Rates 8X Greater Direct Response Than Push Comparing average message center read rate to direct taps on a push Notifications Double Read Rates While home screen badges increase read rates 23% High-performing apps see nearly half of all messages read Overall average read rate for high-performing apps is 44%, while it is 49% for retail apps
  24. 24. 24 © Urban Airship. Confidential. Do Not Distribute. Beyond the App: Mobile Wallet Relevant Personalized and location-aware Convenient Store all of your coupons, cards, and event passes in one place Persistent & timely Reach 100% of your mobile audience: no app necessary. 123456789 123456789
  25. 25. 25 © Urban Airship. Confidential. Do Not Distribute. Lock in Loyalty Leverage wallet items as ongoing engagement channels
  26. 26. 26 © Urban Airship. Confidential. Do Not Distribute. Moving beyond campaigns Insight Engagement Action
  27. 27. 27 © Urban Airship. Confidential. Do Not Distribute. Accelerate growth with data insights @urbanairship
  28. 28. 28 © Urban Airship. Confidential. Do Not Distribute. Urban Airship Insight User-level intelligence for smarter action INSIGHT
  29. 29. 29 © Urban Airship. Confidential. Do Not Distribute. Activation Retention Referral Revenue Acquisition Insight powers growth How can I find more high value customers? How can I improve user activation? How can I optimize user retention? Which audiences are likely to refer my app? Which audiences are likely to drive future revenue?
  30. 30. 30 © Urban Airship. Confidential. Do Not Distribute. Acquisition: Create look-a-like campaigns Find highly engaged users in your app Upload into Facebook to find mor
  31. 31. 31 © Urban Airship. Confidential. Do Not Distribute. Activation: Find audiences primed for action Use path analysis to find users that are on the threshold to convert
  32. 32. 32 © Urban Airship. Confidential. Do Not Distribute. Retention: Optimize user flows Measure updates in your welcome series through cohort analysis Welcome Series A Welcome Series B Sent message Sent message Sent message
  33. 33. 33 © Urban Airship. Confidential. Do Not Distribute. v Retention: Create re-engagement campaigns • Identify users that recently uninstalled • Export a list for an e-mail, or social winback campaign
  34. 34. 34 © Urban Airship. Confidential. Do Not Distribute. Referral: Find your fans and encourage sharing Drilldown into users that recently active And find users that also visit frequently
  35. 35. 35 © Urban Airship. Confidential. Do Not Distribute. Revenue: Monetize engaged audiences Retarget users that responded to an earlier message to boost conversion
  36. 36. 36 © Urban Airship. Confidential. Do Not Distribute. Stream mobile context to any business system Power omni-channel engagement
  37. 37. 37 © Urban Airship. Confidential. Do Not Distribute. Transform Relationships at Scale
  38. 38. 38 © Urban Airship. Confidential. Do Not Distribute. Takeaways Move from good to great: • Great data leads to great engagement • Welcome your users like you would a good friend • Mine user-level insight • Engineer mobile moments
  39. 39. 39 © Urban Airship. Confidential. Do Not Distribute. We deliver leading mobile engagement for more than 1,500 brands.
  40. 40. 40 © Urban Airship. Confidential. Do Not Distribute.

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