Delighting app users used to be as easy as a quick, one-off “we miss you come back” push message. But times were simpler back then. Now, delighting your app users means sending contextually relevant, engaging messages based on both behavioral and profile user data. While this may sound a bit complex, with the right tools, you can master the tricks of the trade in no time. During this webinar you’ll learn: - The major differences between push and in-app messages, and the benefits of both - Data-driven best practices for reaching your users in the most valuable ways - The top 10 lessons for delighting your app users with app marketing *Plus: Learn how predictive app marketing is changing the way you communicate with your app users!

1. App Value 101
How I Learned to Avoid Bombarding My
Users With Disruptive Messages

2. #appanswers

3. Here Are Your Hosts!
Chris Kiertz
Marketing Conversion Manager
Josh Todd
Chief Marketing Officer

4. Here Are Your Hosts!
Chris Kiertz
Marketing Conversion Manager
Josh Todd
Chief Marketing Officer
(he’s the actual host) (he’s the presenter)

5. What’s on the Agenda?

6. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

7. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

8. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

9. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

10. Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A
What’s on the Agenda?

11. Push v In-App Messages: What’s the Difference?

12. Push v In-App Messages: What’s the Difference?
Push Messages
• Deliver messages to
your users’ home
screens
• Interact with users
who aren’t currently
using your app

13. Push v In-App Messages: What’s the Difference?
1 out of 5 users won’t come back again
x

14. Push v In-App Messages: What’s the Difference?
Push Message Use Cases:
mCommerce - reminds users of items left in
their shopping cart
Gaming – notifies users when all lives are
restored
Retail - sends 10% discount to app users
walking by their brick-and-mortar store
Finance – notifies users when a large
transaction occurs

15. Push v In-App Messages: What’s the Difference?
In-App Messages
• Notifications that
are displayed when
the user is actively
using the app
• Highly contextual
and triggered based
on in-app
interactions

16. Push v In-App Messages: What’s the Difference?
In-App Message Use Cases:
mCommerce – recommends a product similar
to one the user just favorited
Gaming – surprises the user with an extra life
after getting stuck on one level
Retail – presents a launch screen to explain
the cross-platform experience
Finance – introduces the new update that
lets users more easily browse their accounts

17. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

18. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

19. Lesson 1: Show Users Why They Should Opt In

20. Lesson 1: Show Users Why They Should Opt In
Industry Averages
52% of app users have push
enabled on their phones

21. Lesson 1: Show Users Why They Should Opt In
52% of app users have push
enabled on their phones
Industry Averages

22. Lesson 1: Show Users Why They Should Opt In
52% of app users have push
enabled on their phones
48% of app users don’t have
push enabled on their phones
Industry Averages

23. Lesson 1: Show Users Why They Should Opt In
52% of app users have push
enabled on their phones
48% of app users don’t have
push enabled on their phones
Industry Averages
How do you get more of this
push message pie?
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24. Lesson 1: Show Users Why They Should Opt In
Disruptive:
- Ask them to opt in
immediately after
launching the app for
the first time
(first launch)

25. Lesson 1: Show Users Why They Should Opt In
Delightful:
- Welcome your users
with a sequence of
introductory, how-to
screens to show value
1 2 32 3

26. Lesson 1: Show Users Why They Should Opt In
Delightful:
- Welcome your users
with a sequence of
introductory, how-to
screens to show value
- THEN, ask them to opt
in with a unique, well-
designed in-app
message

27. Lesson 2: Segment Your Users

28. Lesson 2: Segment Your Users
Segmenting =
- Creating groups of users based off of similar
behavioral or profile-based attributes
Ex. Favorite Music Artist = Paul Simon
Ex. Gender = Female
Ex. Loyalty Rewards Member = False

29. Lesson 2: Segment Your Users
(your entire userbase)
Sports Apparel App

30. Lesson 2: Segment Your Users
(your entire userbase)
Sports Apparel App

31. Lesson 2: Segment Your Users
Disruptive:
- Send a blanket message
to your entire userbase
- Provide vague details in
the messaging

32. Lesson 2: Segment Your Users
Disruptive:
- Send a blanket message
to your entire userbase
- Provide vague details in
the messaging

33. Lesson 2: Segment Your Users
Delightful:
- Send a contextual
message to a behavior-
based segment of users
- Send a relevant update
to a segment based on
profile data

34. Lesson 2: Segment Your Users
Delightful:
- Send a contextual
message to a behavior-
based segment of users
- Send a relevant update
to a segment based on
profile data

35. Lesson 2: Segment Your Users
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
Broadcast: Targeted:

36. Lesson 2: Segment Your Users
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
vs.
15% of users converted 54% of users converted
Broadcast: Targeted:

37. Lesson 2: Segment Your Users
Imagine an app with 100,000 users

38. Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages

39. Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages
15% of 3,000 opened
messages =
450 converted users
54% of 7,000 opened
messages =
3,780 converted users
vs.

40. Lesson 2: Segment Your Users
Broadcast: Targeted:
450 converted users 3,780 converted usersvs.

41. Lesson 3: Get Personal!

42. Lesson 3: Get Personal!
• If your messages sound
robotic or “canned,” you
risk being ignored
• Think of how you would
talk to them if they
were right in front of
you
Rules of thumb

43. Lesson 3: Get Personal!
Disruptive:
- Don’t give any
indication that an actual
person wrote the
message
- Send a generic-
sounding message
about the product

44. Lesson 3: Get Personal!
Disruptive:
- Don’t give any
indication that an actual
person wrote the
message
- Send a generic-
sounding message
about the product

45. Lesson 3: Get Personal!
Delightful:
- Show some enthusiasm,
let your users know you
care!
- Sound like a human, not
a robot

46. Lesson 3: Get Personal!
Delightful:
- Show some enthusiasm,
let your users know you
care!
- Sound like a human, not
a robot

47. Lesson 4: Make It Your Own!

48. Lesson 4: Make It Your Own!
You know your brand
better than anyone
else, let it show!

49. Lesson 4: Make It Your Own!
Disruptive:
- Use the default, native
pop-up to display new
offers

50. Lesson 4: Make It Your Own!
Delightful:
- Design the in-app
messages to be
consistent with your
app’s branding

51. Lesson 4: Make It Your Own!
Delightful:
- Design the in-app
messages to be
consistent with your
app’s branding

52. Lesson 5: Get the Timing Right

53. Lesson 5: Get the Timing Right
• Always imagine
when and where
your users will be
when sending a
message
Rules of thumb

54. Lesson 5: Get the Timing Right
Push Messages:
• Day of the week
• Time of the day
In-app Messages:
• Screenflow
• In-app behavior

55. Lesson 5: Get the Timing Right
Both Types of
Messages:
• Relevant events
going on in the area
• Based off of
transactional, in-app
behavior

56. Lesson 5: Get the Timing Right
Disruptive:
- Sending a push
message at 5am with
irrelevant content
- Sending consecutive
messages about the
same topic

57. Lesson 5: Get the Timing Right
Delightful:
- Send push messages during the weekdays
- Schedule your messages for the afternoon
- Use in-app transactional behavior to send relevant
messaging

58. Lesson 5: Get the Timing Right

59. Lesson 6: Keep It Short ‘n Sweet

60. Lesson 6: Keep It Short ‘n Sweet
Rules of thumb
• The shorter, the
better
• Keep push messages
to less than half the
size of a Tweet

61. Lesson 6: Keep It Short ‘n Sweet

62. Disruptive:
- Sending a message with
too much text for the
user to spend time
actually reading
Lesson 6: Keep It Short ‘n Sweet

63. Delightful:
- Be concise with your
messaging, only use just
enough words to get
the message across
Lesson 6: Keep It Short ‘n Sweet

64. Lesson 7: Don’t Ask, Do Tell

65. Lesson 7: Don’t Ask, Do Tell
Rules of thumb
• Be straightforward
• Questions can use
up valuable space
and create
ambiguity - avoid
when you can

66. Lesson 7: Don’t Ask, Do Tell
Disruptive:
- Asking a question to
your users (one that has
a pretty obvious
answer)

67. Lesson 7: Don’t Ask, Do Tell
Delightful:
- Avoid questions when
possible to avoid any
ambiguity
- If you’re going to ask a
question, make sure it
actually helps the user
better understand the
message

68. Lesson 7: Don’t Ask, Do Tell

69. Lesson 8: Keep the Conversion in Mind

70. Lesson 8: Keep the Conversion in Mind
Rules of thumb
• Use actionable
language
• Make it completely
obvious what the
user’s next step
should be

71. Lesson 8: Keep the Conversion in Mind
Disruptive:
- Use unclear or vague
language about what
the user’s next step
should be

72. Lesson 8: Keep the Conversion in Mind
- Use clear, concise
language; make it
obvious what the user
should do next
Delightful:

73. Lesson 9: Provide REAL Value

74. Lesson 9: Provide REAL Value
Rule of Thumb
- You know what’s
valuable to your app,
but think of what’s
valuable to your users

75. Lesson 9: Provide REAL Value
Disruptive:
- Make references your
users don’t get
(nothing wrong with
being clever, but make
sure your users get it!)
- Don’t show any real
value in the users
engaging with the
message

76. Lesson 9: Provide REAL Value
Disruptive:
- Make references your
users don’t get
(nothing wrong with
being clever, but make
sure your users get it!)
- Don’t show any real
value in the users
engaging with the
message

77. Lesson 9: Provide REAL Value
Delightful:
- Put yourself in the
users’ shoes and craft
messaging that speaks
to what they would find
valuable

78. Lesson 9: Provide REAL Value
Delightful:
- Put yourself in the
users’ shoes and craft
messaging that speaks
to what they would find
valuable

79. Lesson 10: Measure the Right Metrics

80. Lesson 10: Measure the Right Metrics
Rules of thumb
• Measure past the
download (forget
about vanity
metrics)
• Understand your
KPIs, what counts as
a conversion to your
app & business?

81. Lesson 10: Measure the Right Metrics
Disruptive:
- Craft your messaging based off of vanity metrics
- Downloads
- App launches
“This message has led to more app launches, we
should make more messages like it.”

82. Lesson 10: Measure the Right Metrics
Delightful:
- Pay attention to your most valuable engagements,
and write your messages to encourage those
actions.
- Session length
- Session interval (time between sessions)
- User lifetime value
- Conversions
“This in-app message has led to a 10% increase in
users purchasing an upgrade through our app. Let’s
do more of that.”

83. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

84. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

85. The Future of App Marketing

86. The Future of App Marketing
2008 2015

87. The Future of App Marketing
2008
App Store
Launches
June 2008
2015

88. The Future of App Marketing
2008
App Store
Launches
June 2008
2015
100,000 Apps
November 2011

89. The Future of App Marketing
2008
App Store
Launches
June 2008
2015
100,000 Apps
November 2011
10 billion
downloads
January 2011

90. The Future of App Marketing
2008
App Store
Launches
June 2008
2015
100,000 Apps
November 2011
10 billion
downloads
January 2011
1 million apps
October 2013

91. The Future of App Marketing
2008
App Store
Launches
June 2008
2015
100,000 Apps
November 2011
10 billion
downloads
January 2011
1 million apps
October 2013
1.4 million
apps
January 2015

92. So, What’s Next?

93. 1.4 million apps + 75 billion downloads
= a LOT of data

94. How do we use this data to create the best
possible app experience for our users?

95. Creating the Best Possible Experience
For Our Users
Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow:
- Use machine learning to
predict behavior of
valuable user segments
and respond with even
smarter app marketing
campaigns

96. Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow:
- Use machine learning to
predict behavior of
valuable user segments
and respond with even
smarter app marketing
campaigns
Reactive
Creating the Best Possible Experience
For Our Users

97. Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow:
- Use machine learning to
predict behavior of
valuable user segments
and respond with even
smarter app marketing
campaigns
Reactive Proactive
Creating the Best Possible Experience
For Our Users

98. This future of app marketing is
Predictive App Marketing

99. So what is Predictive App Marketing?

100. Machine Learning
Personalized
RecommendationsAuto-optimization

101. Want more info about predictive?
Go to localytics.com or call 617.418.4422

102. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

103. What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disrupting or delighting
your users?
- The future of app marketing
- Key Takeaways + Further
Learning + Q&A

104. Key Takeaways

105. Key Takeaways
Push vs In-App Messaging
- Push messages are for users who aren’t actively
using your app
- In-app messages are for users who are currently in
your app

106. Key Takeaways
Lessons in Messaging
- Provide real value
- What’s in it for the user?
- Put yourself in your user’s shoes
- What type of offers and messaging would you want to
receive?
- Get the timing right
- Make it personal & brand it

107. Key Takeaways
Future of App Marketing
- Predictive app marketing will change the way we
interact with our users
- Reactive vs. Proactive

108. Further Learning
+

109. Q + A
#appanswers