June 16, 2015
Master Your Mobile Engagement Toolkit
Topics
Why mobile engagementTools in the toolkitThe engagement lifecycleExamples
Bill SchneiderDirector of Product MarketingUrban Airship
We’ve reached the mobile majority
Source: Nielsen Q4 2013 data
Mobile’s growing influence on sales
Source: Deloitte Digital “Navigating the New Digital Divide”
“We see both digital and mobile influence growing by double digits, with mobile growing faster than digital.”
Bridge the digital and physical world
Acquisition costs are rising
of customers defect within 7 days of download.80%
Source: UA Good Push Index
4x App engagement
2x App retentiondownload
Mobile engagement cuts churn in half
Source: Urban Airship Good Push Index, 2013
MessageCenter
In-app messaging
Location
Watch
Internet of Things
The mobile engagement surface area
App
Today’sexpanded
surface area
Notifications
Wallet
Different tools, different reach
Message Center
In-App Campaigns
Push notifications
100%of app users
Push opt-ins
Majority of app users
Digital Wallet100%of smartphone users
Establish your mobile value proposition
USERBRAND• Sell products• Reach, engage, retain
audience• Generate repeat
business• Drive in-store
purchase
• Save money• Get good value• Make it easy• Learn and explore• Have fun
The mobile engagement processApp download
Onboarding
Conversion
Retention
Re-engagementPush opt-inLocation opt-inWelcome series
Product viewAdd to cartWish listFirst purchase
Loyalty member signupCustomer satService remindersReplenishment
Win-back programsAccount re-activation
Branding halo
Onboarding:Maximize the opt-in moment
Retail opt-in rates dropped 9 points
46%
to37%
45%
to43%
Massive gap between average & leadersHigh-performing apps see 45% greater opt-in than median
The gap represents massive opportunity
Low, Medium and High opt-in rates for retail apps
Millions of usersMillions of app opensMillions of dollars
1. Set the expectation on first app open
increased 31% since implementing the value proposition messaging
NHL’s opt-in rate
2. Explain notification and location opt-in early
3. Make it contextual
4. Give users control
• Categorize your notifications into different types by utility
• Consider a manageable way to allow users to control notifications by topic
Conversion:The first transaction
Moments of true utility
In-app engagement rates
Listening is the key to engagement successGet full context across your customer journey
Create an offer box with Message Center
Personalized message center
Changing the mobile application retail experience-
Nike Soccer content is personalized and dynamically fed based on location, language, and in-app behavior.
Multi-step conversion
Retention:Create a mobile habit
Turn triggers into habits
An evolved wallet
Reward members with a big sale
Keep the conversation going
Build anticipation and delight
Re-engagementThe power of data
In-app campaigns can re-target opt-outs
Leverage other channels, such as email
Takeaways: Don’t advertaze
Takeaways: Learn and predict
Takeaways: Anticipate needs, reduce friction
Takeaways: Leverage the surface area
Takeaways: Get a jump on the holidays
the week before Thanksgiving as shoppers started to plan their holiday shopping
100%Engagement rates jumped
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