There is no ultimate, magical recipe for success. Brands must define what they want to achieve on mobile, analyse what works best for their app and optimise their mobile marketing strategy accordingly. But the more you know your audience, understand their needs and provide them with a unique, personalised user experience, the more likely you are to succeed. We have gathered here some key success factors that you should consider when planning your mobile marketing campaigns via push notifications.
1. Onboarding and opt-in
Let users know upfront why they should opt-in to receive push notifications from your app; what added value it provides to them. Show how useful your app is and in how many ways it can benefit the user. For example, you can highlight personalised content and offers based on their preferences, exclusive offers or rewards.
Onboarding experience is your first conversation with your users. Show your app’s value and educate your users on your app features. Encourage your app users to complete their profile and add preferences with simple and easy onboarding steps.
And don’t forget to be compliant with European GDPR!
2. Engage with your users frequently
A user who downloads your mobile application is looking for some benefit that your app gives them. Without the right type of personalised and timely communication, your app is soon forgotten. But too much and untimely messaging can also frustrate or disengage your users, so you should not overdo it. The right level of frequency of push notifications is determined by the type of app you have and what problem your app solves for your users.
3. Personalise your messages
No one likes to waste time receiving irrelevant or useless information. A targeted, personalised message based on your customers behaviour, location, activity (or inactivity) or any other segmentation criteria, will work better than a mass push notification sent at the same time to a non-segmented audience.
A personalised message can give you 4-5 times higher click-through-rates, because the message will be more relevant to more people. Accurate segmentation does not only improve user experience and engagement, but helps you to monetise your apps with better ROI.
4. Use limited-time offers to boost sales
Mobile messaging is different from most other marketing mediums, because it generates a more instant response. Push notifications are noticed very fast and mobile can be used for shopping (both online and offline) and for assistance while shopping. Limited-time offers are great for boosting sales fast and when personalised they are often very much appreciated by the shoppers.
However, it is important to find the right balance and the adequate tone for the offers you send out. To do that, you first need to define what would really be valuable offer to your users, based on their preferences.
5. Adopt rich, interactive formats
Rich push formats enable you to create more engaging campaigns and a stronger brand connection.
With sophisticated tools you can send not only text-based push notifications, but use images, video, emojis, links and surveys and get higher response rates. Rich notifications capture mobile users’ attention and offer multiple ways to respond to push notifications. The interaction can happen directly in the push message itself, giving the receiver a faster way to respond to your messages.
6. Listen to your users, ask for feedback
The most important engagement strategy is to listen to your audience. Encourage your customers and app users to share their opinion about their experience with your brand using interactive mobile surveys.
With rich push notifications you can include a question in the push message itself, and collect fast and intuitive responses from your target group. The surveys can be triggered for example based on the app user’s location, which enables you to get the feedback at exactly the right moment. Using programmatic, your survey messages can also be triggered based on specific scenarios, for example based on the answers your customers or app users have provided.
7. Measure the performance
So now you have sent out some great push campaigns. But are they successful? To optimise your app engagement, you need to measure the performance of your campaigns. To do that, you need KPIs (Key Performance Indicators). Track conversions to see how successfully you are leading users to a desired action. Assess how responsive your app-users are to push notifications and anticipate churn using MMI (Mobile Media Index). Assess retention over time, meaning looking at how many apps are uninstalled, the opt-out rate to push and the number of dormant users. And then, optimise…