Localytics CMO Josh Todd talks about overcoming mobile engagement through powerful, personalized app messaging. Learn best practices around mobile marketing.
7. 7
23% of apps are used only once
50% people view push as annoying
Wrong success metrics (downloads)
35% of push messages not segmented
Most companies are failing to meet
consumer expectations
12. 12
▪ What they like and want
▪ When they want it
▪ How they want to get it
▪ And so much more
It’s all about the data…
Our customers are telling us
13. 13
▪ State of Mobile Engagement
▪ Power of Push Notifications
▪ Segmentation
▪ Setting yourself up for success
Agenda
14. Bring them back and keep
them engaged with Push
Motivate inactive users to return to
your app with targeted, carefully
timed, and well-written copy
88% MORE
Users with push enabled have
app launches.
Source: Localytics, 2015
15. Engagement deceivingly complex
Push
Message
In-app
Message
Customer
Profile
Database
Dynamic
Messaging for
Personalization
CTA tracking:
Engagement,
Conversion,
Retention etc.
Push Tracking:
Viewed / Open /
Clicked
Audience
Qualification
Event
behavior
tracking
Deep linked
via key value
pairs
Message
A/B Test
Scheduling
Automation to send
at right time
Custom
HTML for In-
app
message
Influence on
Engagement,
Conversion, Retention
16. ▪ State of Mobile Engagement
▪ Power of Push Notifications
▪ Segmentation
▪ Setting yourself up for success
Agenda
18. 7% of broadcast push
messages are clicked
13% of targeted push
messages are clicked
15% of users converted 54% of users converted
Broadcast: Targeted:
Segment your audience
vs
23. Behavioral
You know which users are reading
your articles
You know their interests (sports,
finance, travel)
Source: Localytics, 2015
Results?
8.6% CLICK-THROUGH
24. User Profile
Engage based on traits like gender,
location, language, type of customer
Results?
13% CLICK-THROUGH
27. Measure which messages
are driving business results
Optimize your strategy with
A/B testing
Move beyond vanity metrics
(clicked message)
Stop sending ineffective
messages
True Impact
28. ▪ State of Mobile Engagement
▪ Power of Push Notifications
▪ Segmentation
▪ Setting yourself up for success
Agenda
29. Increase Push audience, increase
success
52% of app users have push
enabled on their phones
Industry Averages
30. Increase Push audience, increase
success
52% of app users have push
enabled on their phones
48% of app users don’t have
push enabled on their phones
Industry Averages
31. Bad Example
Increase Push audience, increase success
(first launch)
Ask them to opt-in
immediately after launching
the app for the first time
32. Welcome your users with a
sequence of introductory,
how-to screens to show value
Increase Push audience, increase success
Good example
33. Good example
-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
Increase Push audience, increase success
34. Admit we have a problem
Do something about it:
Final Thoughts
• Segment your audiences
• Set yourself up for success
• Contribute to the knowledge base
35. LOOKING FOR MORE?
Free eBook:
How To Build Stellar
App User Acquisition
Campaigns
Free eBook:
Even Better Recipes
for Perfect Push
Messages
Localytics.com/resources