The Mobile Engagement Playbook - Going from Good to Great

1 © Urban Airship. Confidential. Do Not Distribute.

The Mobile Engagement PlaybookGoing from Good to Great


Topics

• Benchmarks for opt-ins and engagement• The 4 stages of mobile engagement• What top performers are doing• The impact of data insights• Key takeaways


Mobile is accelerating the “age of the customer”

4 © Urban Airship. Confidential. Do Not Distribute.4 © Urban Airship. Confidential. Do Not Distribute.

Insert photo here. Drag picture to placeholder or click icon to add.The funnel is blown to bits.- Jake Sorofman, Gartner


Drive Downloads & Messages

• Mobile is the front door• Personalization is the focus• Meet the user where they

are

Own the “Moments that Matter”


User-Level Insight

Mobile-First Engagement

Own the mobile moments that matter

Open Ecosystem


The Remote Control to Our Lives


The Urban Airship SolutionTotal control of your mobile footprint

Grow and retain mobile app audience

Reach and engage mobile audiences without an app

User-level intelligence and retargeting

Stream mobile data to any business system

ENGAGE

INSIGHT CONNECT

WALLET


Great Engagement Starts with Great Data

Advertising

Email

In-App Behaviors

In-App

Location Data

Message Center POS

Push

Social

Wallet Website

IntegrationsUrban Airship


Different Channels, Different ReachPush Notifications Push

notification opt-ins (iOS)*

100%0% 50%

In-app Messages Majority of app users

100%0% 50%

Message Center 100%of app users

100%0% 50%

Mobile Wallet 100%of smartphone users

100%0% 50%

*Android doesn’t require opt-in, so it’s 100%


1

New customer

OnboardingWelcome seriesPush opt-inLocation opt-in

ConversionProduct view

Add to cartFirst purchase

RetentionReplenishmentLoyalty member sign-upCustomer satService reminders

Re-engagementWin-back programs

Account re-activation

4 critical stages in mobile engagement

Retarget and reacquire

Increasebrand value

3

4

2


What are top performers doing?


Where Do Your Needs Intersect?

USERBRAND• Reach, engage, retain

customers• Generate repeat

business• Gain user insight• Reduce cost• Operational efficiency

• Easy & convenient• Save money• Save time• Security• Better deals• Be reminded


Massive gap between average and leaders

45% greater opt in rates


Tell Them Why They Should Opt-In


Make it contextual


Use in-app messages to target opt-outs


It really works

NHL’s opt-in rateincreased 31%since implementing value proposition messaging

Before After


Welcome Series Automation Drives Results

HigherRedemption Ratethan typical free offers with automated welcome series messaging.

300%


Pinpoint Targeting Boosts Conversion

Conversion rate for highly-targetedlast-minute ticket offers.

32%



Targeting Boosts Response 4-7X


Sell Product & Build Brand



Message Centers Double Read Rates

8X Greater Direct Response Than PushComparing average message center read rate to direct taps on a push

Notifications Double Read RatesWhile home screen badges increase read rates 23%

High-performing apps see nearly half of all messages readOverall average read rate for high-performing apps is 44%, while it is 49% for retail apps


Beyond the App: Mobile Wallet

Relevant Personalized and location-aware Convenient Store all of your coupons, cards, and event passes in one placePersistent & timely

Reach 100% of your mobile audience: no app necessary.

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Lock in LoyaltyLeverage wallet items as ongoing engagement channels


Moving beyond campaigns

Insight

Engagement

Action


Accelerate growth with data insights

@urbanairship


Urban Airship Insight

User-level intelligence for smarter action

INSIGHT


Activation

Retention

Referral

Revenue

Acquisition

Insight powers growth

How can I find more high value customers?

How can I improve user activation?

How can I optimize user retention?

Which audiences are likely to refer my app?

Which audiences are likely to drive future revenue?


Acquisition: Create look-a-like campaigns

Find highly engaged users in your app Upload into Facebook to find more


Activation: Find audiences primed for action

Use path analysis to find users that are on the threshold to convert


Retention: Optimize user flows

Measure updates in your welcome series through cohort analysis

Welcome Series A

Welcome Series B

Sent message Sent message Sent message

33 © Urban Airship. Confidential. Do Not Distribute.v

Retention: Create re-engagement campaigns

• Identify users that recently uninstalled

• Export a list for an e-mail, or social winback campaign


Referral: Find your fans and encourage sharing

Drilldown into users that recently active

And find users that also visit frequently


Revenue: Monetize engaged audiences

Retarget users that responded to an earlier message to boost conversion


Stream mobile context to any business system

Power omni-channel engagement


Transform Relationships at Scale


Takeaways

Move from good to great:• Great data leads to great engagement• Welcome your users like you would a good friend• Mine user-level insight• Engineer mobile moments


We deliver leading mobile engagement for more than 1,500 brands.


Date post:	13-Jan-2017
Category:	Mobile
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