posted by Bernd Leger
This week's Whiteboard Wednesday features Localytics' Content Marketing Manager Janet Aronica. Janet will be discussing some tips for successfully implementing push messages in your app, which will help you retain valuable users.
Hi there and welcome to this week’s Whiteboard Wednesday! My name is Janet Aronica and I’m the Content Marketing Manager here at Localytics. I’m excited to share some tips about push messaging tactics with you today. Let’s dive right in!
When push is treated as just another promotional channel for a sale, event or content piece, it often results in intrusive, non-contextual and annoying messages that have nothing to do with how the user has engaged with your brand before. It’s a waste of time and resources to do this, plus, it damages your relationship with the user. Don’t take the shotgun approach.
Instead, make sure you track events in your app to identify the content and features that people are using. You can also use this event tracking to identify drop-offs in conversion funnels. Once you have this event tracking set up, you can segment users based on those events, and draw people back into the app with targeted push messages that help them recall content they have shown interest in or pull them back into conversion funnels that they dropped out of.
A holistic, data-driven approach to app user engagement means thinking about the context of your messages. For example, an app store rating request is probably best sent to your most engaged users while your brand is top of mind. An in-app message would work great for that. If you sent that as a push message to people who haven’t used your app in months, it would probably come across as intrusive, random and out of context. For another example, a flash sale is a time sensitive message. You don’t want to wait for your users to open the app to see that message. Instead, use push.
Finally, remember that push messaging can be a really powerful tool for businesses as it can deliver satisfying app experiences, content and discounts for customers. But if you aren’t measuring these in the proper way, you won’t know if they are actually helping your company drive revenue and customer lifetime value.
To illustrate this point, let’s use an example of a department store that is launching a new line of handbags and wants to promote them using the mobile app. They have two in app messaging campaigns:
Push Message A: This week only! Get 20% off the all new Loco handbags with coupon code LOCOLOVE
Push Message B: Use code LOCOLOVE for 20% off the all new Loco handbags!
In this case, 30% of those customers who received Message A took the first step and opened it, while 25% of those who received Message B opened the app.
At first glance, it seems that Message A wins the contest, because of its higher open rate. But what is your ultimate goal here? You want to drive in-app purchases. So if you only measure your push messaging by app opens, you’re only looking at a small part of the picture.
A conversion doesn’t have to be an in-app purchase - it can be an article read, game played, social interaction or even an increase in time spent in the app. Define conversions in whatever way makes sense for your app monetization strategy. Whatever that definition is, you want your push messages to drive conversions, and over time, you want your push campaigns to increase those conversions and drive an uptick in lifetime value.
1) Target your push messages based on in-app behavior. Do this by setting up event tracking and segmenting users based on those events.
2) Use push messaging and in-app messaging together for the best results.
3) Measure conversions and LTV, not just app opens.
Again, my name is Janet Aronica, Content Marketing Manager at Localytics, and thanks for joining us for another Whiteboard Wednesday!
Thanks for signing up. Look for your first email shortly!
We’ll reach out shortly to schedule a time to talk.