Enhanced PUSH Made Perfect: 5 Ground Rules for PUSH That Don't Spell S-P-A-M
27
PUSH Made Perfect: 5 Ground Rules for PUSH That Don’t Spell S-P-A-M
description
The rules for mobile may be constantly changing, but that doesn't mean you can't become an expert quickly and solve the app marketing challenge. Push notifications are one of the most prevalent and desired forms of communication within mobile. This presentation presented at our recent webinar covers what you need to know to develop a well-rounded push strategy. Watch our webinar here: http://info.appboy.com/20140724_enhanced_push_webinar.html Increase engagement immediately by learning about: • Segmentation • Targeted messaging • Testing • Concrete tips on how to create effective push notifications • Real-life campaign and segmentation examples • Much more
Transcript of Enhanced PUSH Made Perfect: 5 Ground Rules for PUSH That Don't Spell S-P-A-M
PUSH Made Perfect:5 Ground Rules for PUSH That Don’t SpellS-P-A-M
What Is Push?“Real-Time Mobile” Communication
The Basics:• Push messages pop up on your phone’s
home screen.
• Pushing relevant, timely information straight to your user’s home screen (even if the app isn’t active) often increases engagement by 30–60%.
• You reach your app audience directly, and re-engage users.
You need to grow engagement and retention along with downloads. No sense in paying for downloads you cannot retain!
Push notifications are a VERY effective tool:
Why Do I Need Push Now?
• You can effectively reach lapsed users who no longer use your app.
• If you provide timely, relevant content, you can increase user engagement and brand loyalty.
• It’s low cost/no cost, and quick.
7.3 Billion
Why mobile now?
Mobile Phones have exceeded the World Population.
per the latest estimate
+
… and Apps Are Exploding
There are now roughly 1.7 million apps available both on Google Play and the iOS App Store, and there’s no sign of growth slowing down.
Push by the Numbers
● 2x the retention rate is typical for those opt-in to push notifications
● 20% of apps are opened just once● 51% of mobile app users opt-in to
push notifications● 300% increase in response is usual
for targeted push notifications● 26% higher app opens if a user is
opted-in to push notifications● 62% of mobile app users opt-in for
location
But There Are Dangers to Push Notifications• Noise: The average global smartphone
user has downloaded 25 apps on their phone. A lot of noise can be generated if each sends daily push notifications!
• Overuse: Email in the late 1990s had huge response rates, that was before the word “spam” entered our regular vocabulary. Constant correspondence can easily become intrusive and ignored.
Though Push is in its infancy, it will suffer the same pitfall. Be prepared.
The 5 Ground Rules forSending Push Notifications
User Control
Consent is where the user begins the marketing relationship with your app. Users quickly become annoyed by outreach they didn’t consent to or which you, not they, implied.Allow your audience control to decide the communication they’d like to receive.
What to Do:
• Explain the value of the communication during the opt-in process upon app install.
• Give your audience choice rather than risking that they uninstall your app.
Tell them WHYTell them HOW
Aggressively Segment Users
One-size-fits-all does not work when it comes to mobile messaging.
What to Do:
• Incorporate behavioral and demographic data points and create content in a relevant, individualized way.
• Cater what you say to where your audience is in the user journey.
Deliver Only Relevant Messages
Reserve your notifications for only truly important announcements. Push notifications can be intrusive, they can be PUSHY.
What to Do:• Relevant notifications may include
issues that affect performance, but should also include information that will surprise and delight users.
• Expressing urgency, creating relevancy and inspiring action are also key ways to drive dormant users back into your app.
Remember to Add Value to the User
Strategically providing value with each push notification ensures that your audience does not grow numb and start ignoring communication, and that each message is welcomed.
Time SensitivityDeep LinkingSegmentation
Clever MessagingUser Control
Social EngagementSweepstakes
Time Sensitivity
Start Slowly, Learn Rapidly
When creating your messaging strategy, learn as you go.
What to Do:• Message frequency, offer, creative,
segmentation, time sensitivity: all of these things take time to learn for your audience.
• Monitor your metrics• Make mistakes• Iterate quickly
Multivariate Testing Messages just to let you learn
Inform, But Also Entertain
Stand out and draw attention
What to Do:• Don’t waste an opportunity by
being dull.
• View your mobile messaging as a continuation of your brand’s voice, and stay true to it.
• Use your personality, be clever and surprising and you will differentiate your app in a significant way.
Recap!• Give control: Make sure to ask users to opt in to
push notifications and explain the benefit of doing so.
• Segment: Identify important user attributes, create targeted segments and push relevant notifications to each.
• Prioritize: Avoid blasting generic messaging. Prioritize push notifications that are urgent, pertinent and inspire action.
• Learn quickly: Do not overwhelm your audience by sending a million messages, pay attention to what works and what doesn’t, and apply that to your strategy.
• Don’t be boring: Push notifications offer marketers a chance to communicate with users. Surprise and delight them while also sharing educational information.
Q&A
Still not sure about strategy, best practices or advantages behind sending push notifications?
Here’s your chance to ask us anything else you want to know.
appboy.com/academy
