Are users being disrupted by your messages? Are you driving users to your app, or driving them away? In this presentation we take a look at some mobile app marketing best practices while examining good and not-so-good examples of app messaging.
Learn how to make your messages move your users!
5. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A
7. Push v In-App Messages: What’s the
Difference?
Push Messages
• Deliver messages to
your users’ home
screens
• Interact with users
who aren’t currently
using your app
8. Push v In-App Messages: What’s the
Difference?
1 out of 4 users won’t come back again
x
9. Push v In-App Messages: What’s the
Difference?
Push Message Use Cases:
mCommerce - reminds users of items left in
their shopping cart
Gaming – notifies users when all lives are
restored
Retail - sends 10% discount to app users
walking by their brick-and-mortar store
Finance – notifies users when a large
transaction occurs
10. Push v In-App Messages: What’s the
Difference?
In-App Messages
• Notifications that
are displayed when
the user is actively
using the app
• Highly contextual
and triggered based
on in-app
interactions
11. Push v In-App Messages: What’s the
Difference?
In-App Message Use Cases:
mCommerce – recommends a product similar
to one the user just favorited
Gaming – surprises the user with an extra life
after getting stuck on one level
Retail – presents a launch screen to explain
the cross-platform experience
Finance – introduces the new update that
lets users more easily browse their accounts
13. Lesson 1: Show Users Why They
Should Opt In
52% of app users have push
enabled on their phones
Industry Averages
14. Lesson 1: Show Users Why They
Should Opt In
52% of app users have push
enabled on their phones
48% of app users don’t have
push enabled on their phones
Industry Averages
15. Lesson 1: Show Users Why They
Should Opt In
52% of app users have push
enabled on their phones
48% of app users don’t have
push enabled on their phones
Industry Averages
How do you get more of this
push message pie?
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16. Lesson 1: Show Users Why They
Should Opt In
Disruptive:
- Ask them to opt in
immediately after
launching the app for
the first time
(first launch)
17. 1 2 32 3
Delightful:
- Welcome your users
with a sequence of
introductory, how-to
screens to show value
- THEN, ask them to opt
in with a unique, well-
designed in-app
message
Lesson 1: Show Users Why They
Should Opt In
18. Lesson 1: Show Users Why They
Should Opt In
Delightful:
- Welcome your users
with a sequence of
introductory, how-to
screens to show value
- THEN, ask them to opt
in with a unique, well-
designed in-app
message
20. Lesson 2: Segment Your Users
Segmenting =
- Creating groups of users based off of similar
behavioral or profile-based attributes
Ex. Favorite Music Artist = Paul Simon
Ex. Gender = Female
Ex. Loyalty Rewards Member = False
22. v
Lesson 2: Segment Your Users
(your entire userbase)
Sports App
23. Lesson 2: Segment Your Users
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
Broadcast: Targeted:
24. Lesson 2: Segment Your Users
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
vs.
15% of users converted 54% of users converted
Broadcast: Targeted:
26. Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages
27. Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages
15% of 3,000 opened
messages =
450 converted users
54% of 7,000 opened
messages =
3,780 converted users
vs.
28. Lesson 2: Segment Your Users
Disruptive:
- Send a blanket message
to your entire userbase
- Provide vague details in
the messaging
29. Lesson 2: Segment Your Users
Delightful:
- Send a contextual
message to a behavior-
based segment of users
- Send a relevant update
to a segment based on
profile data
31. Lesson 3: Get Personal!
• If your messages sound
robotic or “canned,” you
risk being ignored
• Think of how you would
talk to them if they
were right in front of
you
Rules of thumb
32. Lesson 3: Get Personal!
Disruptive:
- Don’t give any
indication that an actual
person wrote the
message
- Send a generic-
sounding message
about the product
33. Lesson 3: Get Personal!
Disruptive:
- Don’t give any
indication that an actual
person wrote the
message
- Send a generic-
sounding message
about the product
34. Lesson 3: Get Personal!
Delightful:
- Show some enthusiasm,
let your users know you
care!
- Sound like a human, not
a robot
35. Lesson 3: Get Personal!
Delightful:
- Show some enthusiasm,
let your users know you
care!
- Sound like a human, not
a robot
52. Lesson 7: Don’t Ask, Do Tell
Disruptive:
- Asking a question to
your users (one that has
a pretty obvious
answer)
53. Lesson 7: Don’t Ask, Do Tell
Delightful:
- Avoid questions when
possible to avoid any
ambiguity
- If you’re going to ask a
question, make sure it
actually helps the user
better understand the
message
63. Lesson 10: Measure the Right
Metrics
Rules of thumb
• Measure past the
download (forget
about vanity
metrics)
• Understand your
KPIs, what counts as
a conversion to your
app & business?
64. Lesson 10: Measure the Right
Metrics
Disruptive:
- Craft your messaging based off of vanity metrics
- Downloads
- App launches
“This message has led to more app launches, we
should make more messages like it.”
65. Lesson 10: Measure the Right
Metrics
Delightful:
- Pay attention to your most valuable engagements,
and write your messages to encourage those
actions.
- Session length
- Session interval (time between sessions)
- User lifetime value
- Conversions
“This in-app message has led to a 10% increase in
users purchasing an upgrade through our app. Let’s
do more of that.”
67. The Future of App Marketing
2008
App Store
Launches
June 2008
2015
100,000 Apps
November 2011
10 billion
downloads
January 2011
1 million apps
October 2013
1.4 million
apps
January 2015
70. Creating the Best Possible Experience
For Our Users
Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow:
- Use machine learning to
predict behavior of
valuable user segments
and respond with even
smarter app marketing
campaigns
71. Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow:
- Use machine learning to
predict behavior of
valuable user segments
and respond with even
smarter app marketing
campaigns
Reactive
Creating the Best Possible Experience
For Our Users
72. Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow:
- Use machine learning to
predict behavior of
valuable user segments
and respond with even
smarter app marketing
campaigns
Reactive Proactive
Creating the Best Possible Experience
For Our Users
73. This future of app marketing is
Predictive App Marketing
77. Key Takeaways
Push vs In-App Messaging
- Push messages are for users who aren’t actively
using your app
- In-app messages are for users who are currently in
your app
78. Key Takeaways
Lessons in Messaging
- Provide real value
- What’s in it for the user?
- Put yourself in your user’s shoes
- What type of offers and messaging would you want to
receive?
- Get the timing right
- Make it personal & brand it