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It’s easy to buy a download - retaining a user is the real challenge. In a world where most apps won’t win a spot on the coveted home screen, retention needs a stellar engagement strategy on top of a stellar product. Push notifications are a great and proven way to boost retention, but they only reach about half of app users, leaving you looking for new ways to engage users outside the app.
We’re excited to help you improve retention with Localytics Email Marketing, a personalized and mobile-first approach to email.
Email isn’t new, but developments in targeting, personalization, and automation have made email a relevant and necessary marketing channel for apps. Now, you can manage your acquisition, in-app messaging, push messaging, email, and remarketing campaigns from one place, to engage users across the whole app lifecycle.
What does it mean to build an email solution for apps? It means we take all the data your app is collecting, and make it easy for you to target app users with personalized email campaigns based on the data that’s most relevant. You can reach users in their inboxes based on what they’ve done in the app, and tailor the content to their personal preferences - that’s what a mobile-first email solution does.
Flexible Targeting & Audience Management
Localytics Email marketing is built on top of Localytics’ best-in-class analytics, enabling you to create flexible target audiences based on any app behavior data and customer profile information you are collecting.
In addition to targeting on all the data you already collect, it’s easy to import any list of email addresses through the Profiles .csv upload. Localytics automatically manages users’ email subscription through Profiles, so you never have to worry about spamming unsubscribed users.
Email is an important channel for user nurture because it enables you to engage users with longer, more visually compelling content than traditional app messaging channels.
The Localytics email editor includes built-in templates to help you get started, as well as a fully-functional HTML email editor, so you customize your creative, and make the content pop with images and links.
Personalized marketing requires more than targeting the right people. The content of the message has to be relevant. With Dynamic Messaging, you can dynamically populate your email messages with personalized content based on individual users’ profile information.
Have you ever received a marketing email that greeted you by your first name? Chances are, the marketer didn’t send a separate email for each individual customer. Instead, they used dynamic messaging to indicate that the message should populate with the [first_name] associated with each user.
The “first name” use case is possible in Localytics, along with many others - any auto-profile or custom profile you’re collecting can be inserted into your messages. In addition to inserting simple profile values, our flexible framework allows you to dynamically insert different blocks of content - whether text, links, or images - based on the profile values a user has. Using the auto-profile “language” for example, you could dynamically populate your campaign with text in teach users’ native language.
You can send a one-time email campaign, or create automated nurture campaigns that send on a recurring basis. We released automated scheduling for push messaging last week, and are excited to announce that the same automation features will be available for email campaigns.
Flexible Testing & Continuous Optimization
Test up to 10 creative variants in each email marketing campaign, and measure the real-time results in Localytics. We will track open rate, bounce rate, unsubscribe rate, click rate, and unsubscribes, so you can easily understand what is and isn’t working in your email campaigns, and optimize for future wins.
You can get started with Localytics Email Marketing by contacting your Localytics Account Manager or writing to firstname.lastname@example.org. We’re happy to answer any questions you have around this new product, and want to ensure that you have everything you need to drive app engagement and retention with relevant & personalized email campaigns.
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