posted by Bernd Leger
For every kind of app, acquiring loyal users and engaging those users in a meaningful, personalized way is essential to success. Of course offering a useful, informative, and fun app to being with is the number one way to accomplish this. But as mobile apps grow in popularity, so does the noise in our space. With so much competition for users' attention, app marketers need to do more than simply "show up" to achieve repeat app usage and monetization.
In addition to having a great app to begin with, metrics like event-tracking enable app marketers to identify the features that drive the most engagement. The use of app marketing techniques like in-app messaging and push messaging help point those features out to users, ensuring each user is guided through an app's most valuable user-flows engaging them beyond the download.
You are probably familiar with push messages, which are also commonly referred to as push notifications. An important function of push messages is to drive users back into your app if they are not actively engaged with it. In-app messages, on the other hand, are contextually-relevant messages sent to users while they are in the app and are a great way to communicate with users as part of the app experience.
As a holistic approach to app user engagement, in-app messaging and push messaging should be used together to engage with users based on where they are and what they are doing. There are two reasons why you should do this:
To jumpstart some ideas on how you can use in-app messaging and push messaging at your company, we have compiled five campaigns that work across every app category to help you maximize your user engagement.
The Net Promoter Score survey has become a standard business metric for customer happiness. The 1-question survey asks customers to rate on a scale of 1 to 10 how likely they are to recommend your company. Use an in-app message to send an NPS survey to your app users. App and brand “Promoters” can be pursued with follow up in-app message campaigns asking “promoters” to rate you in the app store and sending “detractors” to an internal feedback channel.
To drive engagement, you want users on the latest and best version of your app. Prompt users to upgrade to the latest version of your app with a push message campaign when you have a new version of your app available. Localytics customer Swagg uses in-app messaging to prompt users to upgrade their app and makes the call to action that much more enticing by also drawing attention to a feature the user will be able to take advantage of on the new version.
On its own, “We’ve Missed You!” isn’t a very interesting push campaign. But as you become more sophisticated in your analysis of your users through event tracking, cohort analysis and LTV reporting, you will see connections between particular features, repeat app usage and revenue. Once you discover these signature features, you will know what those features are that you’ll want to draw attention to in order to bring latent users back into the app.
Mobile users love great deals. In fact, according to Juniper Research, consumers are 10x more likely to redeem mobile coupons than print coupons! Time-sensitive offers like flash sales work particularly well for push message campaigns, while in-app messages are especially great at driving in-app purchases.
In the same vein as the previous suggestion, mobile users love ways to use their apps to save money and earn rewards. To do this, users may need to complete a user profile or add loyalty card credentials. However, this requires the completion of several steps in the app that the user may forget, or decline, to complete - no matter how much they want to earn those rewards. Track users who drop-off from registration funnels, segment them, and roll them into re-engagement campaigns that remind them of the value that awaits them once they complete registration.
While these use cases are fantastic idea starters, the best ideas for your app marketing campaigns will come from your data. Analytics should drive your campaigns, whether that is tracking what in-app features are popular among your users or what segments of users are more engaged (and those who are not). By doing this, you’ll be able to deliver the best campaigns that help your users achieve what they want to with your app and help you accomplish what you want to as a business.
Have you used any of these app marketing strategies with your app? Let us know in the comments!
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