This document discusses best practices for push notifications and in-app messages for mobile engagement campaigns. It provides tips for segmentation, personalization, timing, automation, and metrics. Examples are given for different industries. The future of engagement is predicted to include richer push notifications, interactive messages, and personalization based on proximity. Key takeaways emphasize targeting the right audience, carefully timed testing and automation to improve conversions.

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

2. MEET YOUR HOSTS
Annum Munir
Content Marketing Specialist
@annummunir
#AppAnswers
Greg Kendall
App Marketing Expert
@g_kendall

3. #AppAnswers
CO-SPONSOR

4. 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

5. OVERVIEW OF
MOBILE ENGAGEMENT
#AppAnswers

6. APPS DOWNLOADED EVERY
SECOND
- TechCrunch

7. MOBILE APP
USERS IN 2017
- Portio Research

8. BUT WAIT…
#AppAnswers

9. OF APPS
ARE USED
ONLY
ONCE
- Localytics

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

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

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

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

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

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

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

17. OF
SMARTPHONE
USERS HAVE
ENABLED PUSH
NOTIFCATIONS
- Responsys

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

39. FITNESS APPS:
#AppAnswers
Keep users on track

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

41. ALL APPS:
#AppAnswers
Highlight new features

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

43. PUSH MESSAGING:
KEY TAKEAWAYS
#AppAnswers

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

71. ALL APPS:
#AppAnswers
NPS survey

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

73. IN-APP MESSAGING:
KEY TAKEAWAYS
#AppAnswers

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

75. MOBILE ENGAGEMENT:
THE FUTURE
#AppAnswers

76. FUTURE OF
ENGAGEMENT:
#AppAnswers
Android

77. 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

78. FUTURE OF
ENGAGEMENT:
#AppAnswers
Apple

79. 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

80. FUTURE OF
ENGAGEMENT:
#AppAnswers
Proximity awareness

81. Geofencing

82. iBeacons

83. FUTURE OF
ENGAGEMENT:
#AppAnswers
Personalization

84. User Profiles

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

86. Multi-channel approach

87. MOBILE IS GOING TO CHANGE…
#AppAnswers

88. BUT THESE THINGS WILL REMAIN
TRUE
#AppAnswers

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

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

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

92. ADDITIONAL RESOURCES
#AppAnswers

93. Q&A
#AppAnswers