On average, we spend 3-4 hours of our time on our mobile phones each day – with the majority of that time being spent in apps. Just as marketers started using email in the late 90s to influence their consumers, with the rise of mobile, marketers now use push notifications and in-app messaging to influence customers.
In marketing, one size doesn’t fit all
If the digital age has taught marketers one thing, it’s that the “one size fits all” philosophy typically doesn’t fit. Poorly targeted email campaigns result in unsubscribes as well as low open and click-through rates. The same holds true for apps – blast push notifications and in-app messages frequently lead to the uninstall.
Segment and automate to deliver a personalized app experience
Smart targeting and relevant message automation are the two critical elements to achieving message response (impressions, tap-throughs, conversions, etc.). Carnival allows you to segment users by behavior, location, preferences and Custom Attributes that are specific to your app, such as loyalty level or last purchase. You can then automate messages to these audience segments when they do something in your app, enter a geofenced location, or pass a beacon, for example.
Like with all marketing, the key to achieving the highest response rate is to make every customer touch point feel personalized. On mobile, this means targeting individual behavior and preferences at just the right moment.
Nine mobile messaging best practices
- Content delivery. Pinging your users’ home screens several times a day (or even week) is a recipe for getting deleted. Vary where users see your messages – as a push notification, in-app notification, or in your Message Stream powered by Carnival.
- Exciting content. Send different types of content. Seems obvious, but if you always send images with a link, surprise users with a video or an emoticon message to increase impressions. If you know your users’ names, address your messages directly to them!
- Localize. Customize message copy and content to fit users’ locations and languages. Global fitness program Les Mills, for example, tailors specific messaging for its large German user base.
- Hyper-targeting. Pair your app with iBeacon and use geo-fences to increase conversions at a specific moment. Learn more about targeting messages with iBeacon here.
- Time of day. Schedule by time zone – because no one likes to be woken up by a push notification at 3:00AM!
- Frequency and cadence. Find your messaging sweet spot. Experiment with messaging frequency (how often) and cadence (when) to determine what drives the most response from your audience.
- Automate, automate, automate. Take the pain out of great marketing. Use automation to trigger messages to users when they meet a certain criteria, for example, “haven’t opened app in 10 days.”
- Deep linking. Work with your developer to set up deep links, so you can drive users to your most coveted content through messages. With deep links you can send users directly to flash deals or showcase new app features. (Unfamiliar with deep linking? Read this post by TechCrunch.)
- Let your brand shine through! Users downloaded your app because they love your brand. Use messaging to carry through your voice and deliver a great mobile experience.