Think about your favorite apps and why you enjoy them.
Do they remember the last action you took within the app?
Do they serve up relevant information inside the app?
Do they send you communication that feels personalized for you?
You’ve heard us talk a lot about individualization lately; and that’s because we anticipate it becoming the focal point of app user engagement and retention as we move into 2017.
And while the basic best practices to delivering an individualized experience might be universal, the secrets to success vary greatly by industry.
To get you started, we’ve broken down some easy ways to segment users into audiences so that your app marketing remains individualized and engaging.
Basing your messaging off of the in-app behavior of your users is one of the easiest and most effective ways to tailor your messaging. Since little to no assumption is necessary, it’s an effective way to highlight content that will appeal to a specific audience or target a promotion. What does frequency segmentation look like by industry?
Netflix serves up my most frequently watched content so I can dive right back.
Similar to the frequented items, if a user has a go-to artist they listen to or a hotel chain they prefer to book with, it’s perfect opportunity for you to engage with them in a meaningful way. Segment users based on these known favorites so that you can serve up a truly personalized in-app experience as well as tailor your messaging to them based off of this information.
Bands in Town let Massachusetts fans know that The Biebs is coming back to town with this rich push.
One easy way to deliver individualize content is to create timely campaigns off of recently viewed content or in-app actions. Here’s how:
Hopper keeps an eye on flights for users, and sends them a push when the price is right.
Similar to in-app actions, another best practice for mobile marketing is to ensure there is always confirmation for any conversions taken within your app. This provides peace of mind to your users that they are all set, and as with any transaction, is just in good form to do so.
OpenTable sends me a reminder about my upcoming reservation.
Location-based engagement is one of the most compelling ways to reach a user because of how personal it is. At a basic level, understanding where a user lives is incredibly important to know, because it provides context to almost all of your future messaging. For example, if a retail app sends a push notification about a swimsuit sale in January to users in Minnesota, it’s not going to go over well.
If you want to take your location-based messaging to a new level, you should consider using geofences to trigger notifications the instant a user enters or exits a specific location. It doesn’t get much more personalized than that!.
Sephora reminds users they have free money to spend when they pass by their store.
As you can see, there are many ways you can slice and dice your user data to create compelling user experiences, and it doesn’t take a ton of effort to do so. User segmentation needs to be an underlying theme to your 2017 app marketing strategy.
Why? Because there’s no such thing as a one-size-fits-all app experience. What’s exciting to one user may fall flat with another. Similarly? What matters to a user in Florida may not matter to one in Oregon. What is relevant to every user is the desire to having their app experience tailored to them.
The rule of thumb for all of your marketing should be to not reach out unless you have something worthwhile to say. It’s ok that not all users will fall under the above segmentation examples. It’s also ok for users to not receive a message from you for a while. No news is good news holds true for mobile marketing so that users don’t become desensitized to your messages.
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