During Mobile Growth Europe 2016, Appboy CRO, Myles Kleeger, shared best practices for mobile acquisition, engagement, and retention.

1. PRESENTED BY: MYLES KLEEGER,
CHIEF REVENUE OFFICER AT APPBOY
BESTPRACTICES
FOR ACQUISITION,
ENGAGEMENT,
AND RETENTION
BUILDING A SUCCESSFUL GROWTH PLAN:

2. Founded in 2011
120+ employees and growing
Offices in NYC,SF and LONDON
MO. ACTIVE CUSTOMERS
500 +M
MESSAGES/MO.
5 +B
EVENTS/MO.
100 +B
APPBOY – THE LEADING GLOBAL, LIFECYCLE MARKETING PLATFORM

3. User ID
Gender
Age Group
Loyalty
Language
City
Most Recent Device Locale
Number of Devices
Last Purchase
Last Push
Last Email
Sessions
voraciousmel
Female
22-34
true
German, English, Mandarin
Berlin
en-de
2
€78.00
17 hours ago
2 days ago
52
Mel Schwartz
Berlin, Germany
schwartz@gmail.com
@voraciousmel
+49 (30) 26050
CUSTOMER
RELATIONSHIP
CUSTOMER
DATA
WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS

4. TV
… AND DELIVER PERSONALIZED CUSTOMER EXPERIENCES IN EVERY CHANNEL
WEARABLES
PUSH
NOTIFICATIONS
IN-APP/
BROWSER
MESSAGES
FACEBOOK
MOBILE/DESKTOP
WEB
NEWS FEED CARDS
TV
EMAILS

5. M
R
1
O
C
0
25
50
75
100
0 1 3 7 14 30 60 90
NEXT 5000
APPS
DAYS SINCE APP INSTALL
NEXT 100
APPS
NEXT 50
APPS
TOP 10
APPS
MOSTAPPS ONLY
RETAIN BETWEEN
10-20% OF THEIR
CUSTOMERS
S O U R C E : Q U E T T R A V I A A N D R E W C H E N

6. €61EFFECTIVE COST PER ENGAGED CUSTOMER
L I F TO F F M O B I L E A P P E N G A G E M E N T I N D E X , 2 0 1 6

7. RETENTION RATE BY DAY AND PLATFORM
RETENTIONRATE
0%
10%
20%
30%
40%
DAYS SINCE APP INSTALL
1 2 3 4 5 6 7 14 30 45 60 90
Android
iOS
APPBOY CLIENTS
ENJOYABOVE
AVERAGE
RETENTION RATES
35%
UPLIFT VS.
AVERAGE
20%
UPLIFT VS.
AVERAGE
S O U R C E : A P P B OY P R O P R I E TA R Y R E S E A R C H

8. SO, HOW CAN YOU
DRIVE BETTER
ENGAGEMENT
AND GROWTH?

9. 5.6BNPush notifications sent
23MMAverage monthly push volume
25Push notifications sent/MAU
SOURCE: APPBOY PROPRIETARY DATA
APPBOY’S PLATFORM MEET HIGH VOLUME NEEDS

10. 19%Increase in daily return rate
16%More daily sessions per user
5.6%Lapsed users reactivated
from one campaign
SOURCE: APPBOY PROPRIETARY DATA
AND WHILE PUSH NOTIFICATIONS CAN BE USED TO DRIVE ENGAGEMENT …

11. PUSH VOLUME VS USER ACTIVITYSESSIONSPERUSERPERDAY
4.1
4.2
4.3
4.4
4.5
NUMBER OF PUSH NOTIFICATIONS SENT
100,000,000 150,000,000 200,000,000 250,000,000 300,000,000
SOURCE: APPBOY PROPRIETARY DATA, SEPTEMBER 2016
THE ANSWER IS NOT TO SEND MORE PUSH NOTIFICATIONS!
0%CORRELATION
~

12. YOU MUST
FIND YOUR
MAGIC MOMENT
TO LOYALTY

13. ENSURE THAT MORE
USERS EXPERIENCE
THAT MAGIC MOMENT
AS EARLYAS POSSIBLE
IN THE CUSTOMER
LIFECYCLE
NEW
USERS
EXISTING
USERS
MAGIC
MOMENT

14. #1 ONBOARDING—BUILD VALUE BY EDUCATING NEW CUSTOMERS FROM THE START

15. FiberMonk 5m ago
USE PUSH NOTIFICATIONS TO REACH CUSTOMERS WHO DON’T FINISH ONBOARDING
SOURCE: APPBOY PROPRIETARY DATA
50%
RISE IN
NEXT DAY
RETENTION
71%
RISE IN
TWO-MONTH
RETENTION

16. EFFECT OF DAY 1 AND DAY 2 ACTIVITY ON RETENTION
RETENTIONRATE
0%
20%
40%
60%
80%
100%
DAY
10 100
D1 Active D1 Inactive (Dotted) D1 Active, D2 Active (Dotted) D1 Inactive, D2 Inactive
DATA FROM APPS WITH MORE THAN 5,000 NEW USERS IN JANUARY 2016
DAY 1 AND 2 ACTIVITY
= 550%+ RETENTION BY DAY 3
#2 FOCUS ON CONSISTENT ENGAGEMENT EARLY IN THE CUSTOMER LIFECYCLE

17. EFFECT OF RECEIVING A PUSH OR IN-APP WITHIN FIRST 24 HOURS
RETENTIONRATE
0%
8%
16%
24%
32%
40%
DAY
1 2 3 4 5 6 7 14 21 30
Campaign No Campaign
200% GREATER RETENTION AFTER 30 DAYS
WITH ANY MESSAGE IN THE FIRST 24 HOURS
S O U R C E : A P P B OY P R O P R I E TA R Y R E S E A R C H
USE PUSH TO MAKE SURE YOU PROACTIVELY DRIVE CONTINUOUS ENGAGEMENT

18. #3 TARGETED MARKETING; A MORE SEGMENTED APPROACH GARNERS BETTER RESULTS
SOURCE: APPBOY PROPRIETARY DATA FOR ANDROID
Push Open Rate vs Audience Send Size
PUSHOPENRATE
0%
2%
4%
6%
8%
10%
AUDIENCE SEND SIZE
1,000 -
5,000
5,000 -
10,000
10,000 -
20,000
20,000 -
40,000
40,000 -
80,000
80,000 -
160,000
160,000 -
320,000
320,000 -
640,000
640,000 -
1,280,000
1,280,000 -
2,560,000
2,560,000+

19. PUSH
E-MAIL
IN-APP
MESSAGES
NEWS
FEED
WEARABLES
PEAK ENGAGEMENT
USERS
MORNING MIDDAY EVENING
PAUL
RACHEL
BOOST ENGAGEMENT WITH MESSAGES THAT USE SEND-TIME OPTIMIZATION
25%RISE IN USER
ENGAGEMENT
SOURCE: APPBOY PROPRIETARY DATA

20. #4 PERSONALIZE YOUR MESSAGING AND USE AND DYNAMIC CONTENT
COLOMBIA
GERMANY
KUWAIT
SOURCE: APPBOY PROPRIETARY DATA; CONVERSIONS = APP USAGE, CUSTOM EVENTS, PRODUCT PURCHASES
3XRISE IN
CONVERSIONS

21. 140%INCREASE IN
REGIONAL PUSH
PRODUCT OBSERVATION
Customers click on local news stories more often than non-
local stories
STRATEGY
Deliver more locally-based content as it’s happening
METHOD: ENHANCED ALERTS
Personalization by location and content preferences live
alongside a highly customizable Alerts feed
RESULTS
ABC News saw increased engagement and improved their
regional push open rates
S O U R C E : A P P B OY P R O P R I E TA R Y R E S E A R C H
CASE STUDY: ABC NEWS

22. SEAMLESS, CHANNEL-AGNOSTIC APPROACH TO CUSTOMER ENGAGEMENT
#5 USE COORDINATED MULTI-CHANNEL MESSAGING WHEN RUNNING CAMPAIGNS
S O U R C E : A P P B OY P R O P R I E TA R Y R E S E A R C H
2.2x
INCREASE IN
CONVERSIONS
131%
RISE IN
TWO-MONTH
RETENTION

23. 1/ PRIORITIZE CUSTOMER ONBOARDING
2/ FOCUS ON ENGAGEMENT EARLY IN THE
CUSTOMER LIFECYCLE
3/ USE MORE REFINED TARGETING AND
SEGMENTATION STRATEGIES
4/ INCREASE THE EFFECTIVENESS OF YOUR
OUTREACH WITH PERSONALIZATION
5/ SUPPLEMENT PUSH NOTIFICATIONS WITH
ADDITIONAL MESSAGING CHANNELS
KEY TAKEAWAYS

24. JOIN APPBOYAT OUR
BOOTH FOR OUR RECENTLY
RELEASED DIGITS REPORT

25. MARKETING@APPBOY.COM@APPBOY /APPBOY BUSINESS INTELLIGENCE /
THANK YOU