App Value 101 How I
Learned to Avoid Bombarding My Users With Disruptive Messages

#appanswers

Here Are Your Hosts! Megan
Marrs Content Marketing Specialist Josh Todd Chief Marketing Officer (she’s the actual host) (he’s the presenter)

What’s on the Agenda?

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

Push v In-App Messages: What’s
the Difference?

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

Push v In-App Messages: What’s
the Difference? 1 out of 4 users won’t come back again x

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

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

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

Lesson 1: Show Users Why
They Should Opt In

Lesson 1: Show Users Why
They Should Opt In 52% of app users have push enabled on their phones Industry Averages

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

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? { }

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)

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

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

Lesson 2: Segment Your Users

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

Lesson 2: Segment Your Users
(your entire userbase) Sports App

v Lesson 2: Segment
Your Users (your entire userbase) Sports App

Lesson 2: Segment Your Users
3% of broadcast push messages are clicked 7% of targeted push messages are clicked Broadcast: Targeted:

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:

Lesson 2: Segment Your Users
Imagine an app with 100,000 users

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

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.

Lesson 2: Segment Your Users
Disruptive: - Send a blanket message to your entire userbase - Provide vague details in the messaging

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

Lesson 3: Get Personal!

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

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

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

Lesson 3: Get Personal! Delightful:
- Show some enthusiasm, let your users know you care! - Sound like a human, not a robot

Lesson 3: Get Personal! Delightful:
- Show some enthusiasm, let your users know you care! - Sound like a human, not a robot

Lesson 4: Make It Your
Own!

Lesson 4: Make It Your
Own! You know your brand better than anyone else, let it show!

Lesson 4: Make It Your
Own! Disruptive: - Use the default, native pop-up to display new offers

Lesson 4: Make It Your
Own! Delightful: - Design the in-app messages to be consistent with your app’s branding

Lesson 5: Get the Timing
Right

Lesson 5: Get the Timing
Right • Always imagine when and where your users will be when sending a message Rules of thumb

Lesson 5: Get the Timing
Right Push Messages: • Day of the week • Time of the day In-app Messages: • Screenflow • In-app behavior

Lesson 5: Get the Timing
Right Both Types of Messages: • Relevant events going on in the area • Based off of transactional, in-app behavior

Lesson 5: Get the Timing
Right

Lesson 6: Keep It Short
‘n Sweet

Lesson 6: Keep It Short
‘n Sweet

Disruptive: - Sending a
message with too much text for the user to spend time actually reading Lesson 6: Keep It Short ‘n Sweet

Delightful: - Be
concise with your messaging, only use just enough words to get the message across Lesson 6: Keep It Short ‘n Sweet

Lesson 7: Don’t Ask, Do
Tell

Lesson 7: Don’t Ask, Do
Tell Rules of thumb • Be straightforward • Questions can use up valuable space and create ambiguity - avoid when you can

Lesson 7: Don’t Ask, Do
Tell

Lesson 7: Don’t Ask, Do
Tell Disruptive: - Asking a question to your users (one that has a pretty obvious answer)

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

Lesson 8: Keep the Conversion
in Mind

Lesson 8: Keep the Conversion
in Mind Rules of thumb • Use actionable language • Make it completely obvious what the user’s next step should be

Lesson 8: Keep the Conversion
in Mind Disruptive: - Use unclear or vague language about what the user’s next step should be

Lesson 8: Keep the Conversion
in Mind - Use clear, concise language; make it obvious what the user should do next Delightful:

Lesson 9: Provide REAL Value

Lesson 9: Provide REAL Value
Rule of Thumb - You know what’s valuable to your app, but think of what’s valuable to your users

Lesson 9: Provide REAL Value
Disruptive: - Don’t show any real value in the users engaging with the message

Lesson 9: Provide REAL Value
Delightful: - Put yourself in the users’ shoes and craft messaging that speaks to what they would find valuable

Lesson 10: Measure the Right
Metrics

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?

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.”

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.”

The Future of App Marketing

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

So, What’s Next?

1.4 million apps + 75
billion downloads = a LOT of data

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

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

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

This future of app marketing
is Predictive App Marketing

Machine Learning
Personalized
RecommendationsAuto-optimization

Want more info about predictive?
Go to localytics.com or call 617.418.4422

Key Takeaways

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

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

Further Learning
+

Q + A
#appanswers