Every second, 800 apps are downloaded from the App Store, but 20% of those apps will only be used once. In this webinar, we discussed the two most powerful ways you can keep users engaged with your app: push and in-app messaging.

1. Do’s & Don’ts
STELLAR PUSH AND IN-APP
MARKETING CAMPAIGNS
THE
OF

2. #AppAnswers
MEET YOUR HOSTS
Annum Munir
Content Marketing Specialist
@annummunir
Richard Sgro
App Marketing Expert
@sosgro

3. AGENDA
1. Mobile Engagement
2. Best Practices of Push & In-App
Messages
3. Stellar Examples
4. Future of Engagement
5. Key Takeaways, Next Steps, Q&A
#AppAnswers

4. OVERVIEW OF
MOBILE ENGAGEMENT
#AppAnswers

5. APPS DOWNLOADED EVERY
SECOND
- TechCrunch

6. MOBILE APP
USERS IN 2017
- Portio Research

7. BUT WAIT…
#AppAnswers

8. OF APPS
ARE USED
ONLY
- Localytics
ONCE

9. What is Mobile Engagement?
#AppAnswers
• Users continually
return to your
app
• One-timers turn
into power users
Welcome
back!

10. HOW TO ENGAGE USERS:
PUSH & IN-APP MESSAGING
#AppAnswers

11. What are Push Messages?
#AppAnswers
• Delivered to home screen
when user is outside your
app
• Drive attention and traffic
back to app

12. Remember
me?
Oh yes!
Nice to see
you again.

13. What are In-App Messages?
#AppAnswers
• Displayed while user is
actively using your app
• Drive interaction and
discovery within app

14. That is
cool!
Check out
this cool
feature.

15. SUCCESSFUL MOBILE MARKETING:
BEST PRACTICES OF PUSH MESSAGES
#AppAnswers

16. OF
SMARTPHONE
USERS HAVE
ENABLED PUSH
NOTIFCATIONS
- Responsys

17. OF CELL PHONE USERS HAVE
SLEPT WITH THEIR PHONES SO
THEY DON’T MISS A NOTIFICATION
- Pew Research Center

18. PUSH IS POWERFUL IF YOU DO IT
RIGHT
#AppAnswers

19. BEST PRACTICES
OF PUSH:
#AppAnswers
#1 Make it easy to
subscribe (in and out)

20. #AppAnswers
Ask users to opt in
Be transparent about
types of notifications
Make it difficult to
opt out
Do’s & Don’ts
Highlight benefits of subscribing

21. BEST PRACTICES
OF PUSH:
#AppAnswers
#2 Create user segments

22. #AppAnswers
Group people based on
important characteristics
Target push messages to
right segments
Employ a “one size
fits all” strategy
Do’s & Don’ts

23. BEST PRACTICES
OF PUSH:
#AppAnswers
#3 Use personalized,
actionable language

24. #AppAnswers
Use language that
conveys urgency
Clearly state offer with
action steps
Always guide users to
app home screen
(use deep linking instead!)
Do’s & Don’ts
Personalize messages based on user segments

25. BEST PRACTICES
OF PUSH:
#AppAnswers
#4 Carefully control
timing

26. #AppAnswers
Use local push timing
(people sleep!)
Also customize messages
based on holidays
Forget to expire
messages when they go
out of date
Do’s & Don’ts

27. BEST PRACTICES
OF PUSH:
#AppAnswers
#5 Identify the right
frequency

28. #AppAnswers
Figure out what frequency
suits your audience
(depends on type of app)
Send messages too
frequently
Do’s & Don’ts

29. BEST PRACTICES
OF PUSH:
#AppAnswers
#6 A/B test to see
what text works best

30. #AppAnswers
Test different action
words, phrases, offers,
message lengths, etc.
Be afraid to experiment
Do’s & Don’ts

31. BEST PRACTICES
OF PUSH:
#AppAnswers
#7 Use marketing
automation

32. #AppAnswers
Auto-enroll new users
into campaigns
Chain push messages in a
series to regularly nurture
Let manual roadblocks
make you miss
opportunities to
convert
Do’s & Don’ts

33. BEST PRACTICES
OF PUSH:
#AppAnswers
#8 Measure the
metrics that matter

34. #AppAnswers
Identify and track relevant
metrics
Use app analytics to
improve app marketing
(closed loop system)
Focus on just app opens
Do’s & Don’ts

35. STELLAR EXAMPLES
TOP 3 PUSH CAMPAIGNS BY
INDUSTRY
#AppAnswers

36. M/ECOMMERCE
APPS:
#AppAnswers
Limited time deals
based on hobbies
$

37. #AppAnswers
Target habits
and likes
Convey urgency
Call-to-action
Communicate
special offers

38. FITNESS APPS:
#AppAnswers
Keep users on track

39. #AppAnswers
Use push for
motivation and
accountability
Keep users
engaged and
working toward
goals

40. ALL APPS:
#AppAnswers
Highlight new features

41. #AppAnswers
Drive app traffic
and exploration
Highlight cool
features
Use deep linking

42. PUSH MESSAGING:
KEY TAKEAWAYS
#AppAnswers

43. Push Messages:
Drive app traffic
Simple format
Outside app (loud)

44. SUCCESSFUL MOBILE MARKETING:
BEST PRACTICES OF IN-APP MESSAGING
#AppAnswers

45. What are In-App Messages?
#AppAnswers
• Displayed while user is
actively using your app
• Drive interaction and
discovery within app

46. BEST PRACTICES
OF IN-APP:
#AppAnswers
#1 Find the right user
segments

47. #AppAnswers
Identify key attributes
users should share
Segment your ideal
audience
Build in-app
messages without
targeting specific
groups
Do’s & Don’ts

48. BEST PRACTICES
OF IN-APP:
#AppAnswers
#2 Analyze your funnels

49. #AppAnswers
Pinpoint important user
actions within app
Analyze how users are
moving through funnels
Create campaigns
that don’t correspond
to conversion steps
Do’s & Don’ts

50. BEST PRACTICES
OF IN-APP:
#AppAnswers
#3 Create a personalized
offer

51. #AppAnswers
Determine offer and
preceding conversion steps
Align with right audience
Integrate offer into funnel
Make offer feel intrusive
or unnatural
Do’s & Don’ts

52. BEST PRACTICES
OF IN-APP:
#AppAnswers
#4 Write compelling
content

53. #AppAnswers
Speak to benefits
Make value-add clear
(“What’s in it for me?”)
Use actionable language
Make it too long
Do’s & Don’ts

54. BEST PRACTICES
OF IN-APP:
#AppAnswers
#5 Add a clear
call-to-action

55. #AppAnswers
Make CTA highly visual
Use quick verbs to convey
action
Make button too
small to click
Do’s & Don’ts

56. BEST PRACTICES
OF IN-APP:
#AppAnswers
#6 Incorporate visual
branding

57. #AppAnswers
Maintain brand identity
with typeface and color
Experiment with visual
elements
(like borders, icons, etc.)
Make in-app message
look like an ad
Do’s & Don’ts

58. BEST PRACTICES
OF IN-APP:
#AppAnswers
#7 Use marketing
automation

59. #AppAnswers
Auto-enroll new users
into campaigns
Chain messages so it’s not
a “one-and-done”
Let manual roadblocks
slow down conversion
abilities
Do’s & Don’ts

60. BEST PRACTICES
OF IN-APP:
#AppAnswers
#8 A/B test

61. #AppAnswers
Test different content,
layout, timing, etc.
Fail to get additional
insights by not
changing things
Do’s & Don’ts

62. BEST PRACTICES
OF IN-APP:
#AppAnswers
#9 Measure and
repeat

63. #AppAnswers
Always measure all
campaigns
Track important metrics
(like impressions, click-through
rates, etc.)
Keep app analytics separate
from app marketing
Do’s & Don’ts

64. STELLAR EXAMPLES
TOP 3 IN-APP CAMPAIGNS BY
INDUSTRY
#AppAnswers

65. M/ECOMMERCE
APPS:
#AppAnswers
Coupons after viewing
product
$

66. MORE LIKELY TO REDEEM
MOBILE COUPONS VS.
PRINT COUPONS
- Juniper Research
CONSUMERS ARE

67. #AppAnswers
Concise text to
communicate
offer
Brand color
incorporated
Clear CTA
Triggered after
product view
(based on in-app
behavior)

68. TRAVEL APPS:
#AppAnswers
Reward signing in/up

69. #AppAnswers
“Do this to earn
rewards”
Large enough
to click
Actionable
CTA
Highlight
benefit

70. ALL APPS:
#AppAnswers
NPS survey

71. #AppAnswers
Warm
messaging
Easy to answer
1 question
survey
Promoters can
be further
nurtured to
rate app in
app store
(detractors can
provide feedback)

72. IN-APP MESSAGING:
KEY TAKEAWAYS
#AppAnswers

73. In-App Messages:
Drive discovery &
interaction
Rich design
Inside app (subtle)

74. MOBILE ENGAGEMENT:
THE FUTURE
#AppAnswers

75. #AppAnswers
FUTURE OF
ENGAGEMENT:
Android

76. Richer Push Notifications
• Messages with images
(not just app icons)
• More interactive push
notifications
(less friction)
• More A/B testing variations
to play with
#AppAnswers

77. #AppAnswers
FUTURE OF
ENGAGEMENT:
Apple

78. iOS 8 (Fall 2014)
• Push notifications turned
on by default
• Interactive push allows
users to respond without
launching app
• New potential for what
push can do
(Type reply, confirm, like, etc.)
#AppAnswers

79. #AppAnswers
FUTURE OF
ENGAGEMENT:
Proximity awareness

80. Geofencing

81. iBeacons

82. #AppAnswers
FUTURE OF
ENGAGEMENT:
Personalization

83. User Profiles

84. #AppAnswers
FUTURE OF
ENGAGEMENT:
Multi-channel
approach

85. Multi-channel approach

86. MOBILE IS GOING TO CHANGE…
#AppAnswers

87. BUT THESE THINGS WILL REMAIN
TRUE
#AppAnswers

88. KEY BEST PRACTICES OF:
TOP-PERFORMING CAMPAIGNS
#AppAnswers

89. Key Components of Awesome App Marketing
WHO:
Segmented audience
Targeted offers
Carefully timed
A/B tested and automated
Improve conversions
WHAT:
WHEN:
HOW:
WHY:

90. WHAT DO I DO NOW?
NEXT STEPS
#AppAnswers

91. ADDITIONAL RESOURCES
#AppAnswers

92. Q&A
#AppAnswers