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Automating email and push for onboarding and re-activation Christos Iosifidis
| Date post: | 13-Apr-2017 |
| Category: |
Internet |
| Upload: | nordic-growth-hackers |
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Automatingemailandpushforonboardingandre-activation
Christos Iosifidis
Aboutus
Product @vivino • Responsible for the app
Aboutus
Product @vivino • Responsible for the app
Vivino is a wine app startup • B2C, 3M MAU
Agenda
Whyonboardingandre-activation
Whyonboarding&re-activation?
“Youcanonlydoasmuchwiththe(mobile)product”“Emailandpusharetwoextrachannels”
Onboarding
Weworkwiththe#TARImodel
Mixpanel:Toolofchoice
10-Daycorecommunication
D0 D1 D3 D5 D7 D10
WelcomeScan
Rate
Scan
Rate
Add Friend
Scan
Rate
Add Friend
E-commerce
Scan
Rate
Add Friend
Premium
Wine offers
Primary Secondary Elective
“Mobile-first,short,simpleandactionable”
ResultsNew users first scan within 10 first days
78%71% (10%▲)
X2 new users follow a friend within 10 first daysX3 they add another one
No effect on ratings
Learnings
UserattentionisdriftingawayForeverydaypastdaywelose2,5%inopenrate.
Pushis(way)moreeffectiveonmobile
WellexecutedanimatedGIFsgiveyou+4-5%engagement
Overallverdict:Success!
Re-activation
40%ofourusersforgettoscanawine
Happyhour!
“Positivemessage,non-actionable,temporal”
Results
13% of inactive users activated the same Friday with push
92% of of them remain active 4W after re-activation
only 4% through email
Learnings#2
DuringHappyHourpeopledonotcheckemails
Timingissuper-crucial
Verdict:Promising,butunderreview
Thankyou
