Apps: What Email Marketers Need to KnowBy Aaron Stannard and Dan Cronyn

….we don’t

“If an app doesn’t solve a critical business need in an elegant way, it has little chance of survival”

-graham hancock

Getting Started – The Mobile Way

View, Save and Like Jobs

CRM isn’t just e-mail

Push notificationsResponsive everythingPre-headers in mobile e-mailsSmarter events

“The difference between e-mail and spam, is data.”-Manish Bhatt

Challenges with Email Marketing1. Can't collect contact information from vast majority ofyour web traffic

Users who visitedyour website

Users who gave youan email address

2. Thus, the majority of your conversations with users end assoon as the browser tab gets closed.

Browser

But with Native Apps...

1. Native apps are sticky

2. Apps allow to communicatewith your entire conversionfunnel via push notifications

3. Work in concert with emailmarketing as part of thelifecycle messaging process

Customer Lifecycle Messaging

Customer Lifecycle Management in Native Apps

Days since first touchpoint0 1 2

Use r reten tion (%

)

100%

0%

1. Installation

2. Engagement

3. Retention

4. Conversion Attempts

The Engagement Phase1 Week User Retentionwithout Push

1 Week User Retentionwith Push

VS

42% user retention improvement on day 1

42% improvement

26% user retention improvement over 30 days

Email vs Push

Messaging Channels

Email

Long-form content

Less time-sensitive

Durable

MultipleCTAs

Personalized

Push

Short-form content

Real-time

Temporal

Single CTA(open the app to

some screen)

Personalized

Multi-Channel Lifecycle Messaging

Days since first touchpoint0 1 2

Use r reten tion (%

)

100%

0%

Push Messaging

Capture Email

Email Messaging

Goal Conversions

Example: StumbleUpon

1. Requires an email address to use the service.

2. Collects taste and preference data based off of user'sactivity.

3a. Custom Live Tile (Push) 3b. Weekly Recommendations(Email)