The corresponding deck to Localytics' webinar on The Do's & Don'ts of Stellar Push & In-App Marketing Campaigns. Consider it a mobile marketers' guide to best practices for push notifications and in-app messaging in 2016. Includes real-life examples from apps doing it right.

1. Do’s & Don’ts

2. Meet Your Hosts.
Justina Perro
Content Marketing Manager
Alex Finn
App Marketing Expert
Questions during the webinar? Tweet us @Localytics with

3. AGENDA
1. Mobile engagement crisis
2. Best practices of push & in-app messages
3. Stellar examples
4. Future of engagement
5. Key takeaways, next steps, Q&A

10. WHAT’S THE GOAL OF MOBILE ENGAGEMENT?
• User’s continually return to your app
• Increase in # of sessions and time in-app
• One-time users turn into power users (LTV)

11. HOW TO ENGAGE USERS THROUGH
IN-APP & PUSH MESSAGING

12. WHAT ARE PUSH MESSAGES?
• Delivered to home screen when user
is outside your app
• Drive attention and traffic back to app
• Should be highly relevant to user

13. WHAT ARE IN-APP MESSAGES?
• Displayed while user is actively using
your app
• Drive interaction and discovery within
app
• Direct response to what a user is doing
within your app

14. WHY PUSH & IN-APP?
75% Of app users churn within 90 days
27% Amount in-app messages increase launches
50% Of users enable push and find it useful
171% Amount push messages boost engagement
3x Amount in-app messaging boosts retention
Source: Localytics Data Team

16. OF SMARTPHONE
USERS HAVE ENABLED
PUSH NOTIFCATIONS

17. OF CELL PHONE
USERS HAVE SLEPT
WITH THEIR PHONES
SO THEY DON’T MISS
A NOTIFICATION
- Pew Research Center

18. SUCCESSFUL MOBILE MARKETING:
BEST PRACTICES OF PUSH MESSAGES

19. BEST PRACTICES OF PUSH:
#1 MAKE IT EASY TO OPT-IN

20. Ask users to opt-in
OPT-IN DO’S
Highlight benefits of
subscribing
OPT-IN DON’TS
Be transparent about
types of notifications
Ask for opt-in right away
(for most apps)

21. BEST PRACTICES OF PUSH:
#2 CREATE USER SEGMENTS

22. Group people based on
important characteristics
Employ a “one-size
push all” strategy
SEGMENT DO’S
Target push messages
to the right segments
SEGMENT DON’TS

23. BEST PRACTICES OF PUSH:
#3 USE PERSONALIZED,
ACTIONABLE LANGUAGE

24. Use language that
conveys urgency
Always guide users to
app home screen
(use deep linking)
LANGUAGE DO’S
Personalize messages
based on user segment
LANGUAGE DON’T
Clearly state offer with
actionable next steps

25. BEST PRACTICES OF PUSH:
#4 CAREFULLY CONTROL
TIMING

26. Use local time for push Forget to expire messages
when they go out of date
TIMING DO’S TIMING DON’T
Customize messages
based on holidays
Identify the right frequency

27. BEST PRACTICES OF PUSH:
#5 A/B TEST MESSAGES

28. Test different action
words, phrases, offers,
message lengths, etc.
Be afraid to experiment
A/B DO A/B DON’T

29. BEST PRACTICES OF PUSH:
#6 MEASURE THE
METRICS THAT MATTER

30. Identify, track, and improve metrics
with mobile engagement platform
Focus on just app opens
METRICS DO METRICS DON’T

31. SUCCESSFUL MOBILE MARKETING:
BEST PRACTICES OF IN-APP MESSAGING

32. WHAT ARE IN-APP MESSAGES?
• Displayed while user is actively using
your app
• Drives interaction and discovery
within the app
• Provides highly relevant information
pertaining to app user

33. BEST PRACTICES OF IN-APP:
#1 FIND THE RIGHT
USER SEGMENTS

34. Identify key attributes users
should share
Build in-app messages
without targeting
specific groups
SEGMENT DO SEGMENT DON’T
Segment your ideal audience

35. BEST PRACTICES OF IN-APP:
#2 ANALYZE YOUR FUNNEL

36. Pinpoint important user
actions within the app
Create campaigns that
don’t correspond to
conversion steps
FUNNEL DO’S FUNNEL DON’T
Analyze how users are
moving through funnels

37. BEST PRACTICES OF IN-APP:
#3 CREATE A
PERSONALIZED OFFER

38. Determine offer and
preceding conversion steps
Make offer feel intrusive
or unnatural
OFFER DO’S OFFER DON’T
Align with the right audience
Integrate offer into funnel

39. BEST PRACTICES OF IN-APP:
#4 WRITE COMPELLING
CONTENT

40. Speak to benefits Make it too long
CONTENT DO’S CONTENT DON’T’S
Make value-add clear
(“what’s in it for me?”)
Use actionable and
enticing copy-text

41. BEST PRACTICES OF IN-APP:
#5 ADD A CLEAR
CALL-TO-ACTION

42. Make CTA highly visual Make button too small
to click
CTA DO’S CTA DON’T
Use quick verbs to convey
action

43. BEST PRACTICES OF IN-APP:
#6 INCORPORATE
VISUAL BRANDING

44. Maintain brand identity
with typeface and color
Make in-app message
look like an ad
BRANDING DO’S BRANDING DON’TS
Experiment with
visual elements
(borders, icons, etc.)

45. BEST PRACTICES OF IN-APP:
#8 A/B TEST

46. Test different content
layout, timing, etc.
Change more than
one thing at a time
A/B DO A/B DON’T

47. BEST PRACTICES OF IN-APP:
#9 TRACK METRICS FOR
SUCCESS

48. Always measure all campaigns
& track important metrics
Keep app analytics separate
from app marketing
METRICS DO METRICS DON’T

50. WHO: Segmented audience
Targeted offers
Carefully timed
A/B tested and automated
Improve conversions
WHAT:
WHEN:
HOW:
WHY:
PUSH & IN APP DONE RIGHT (IN A NUTSHELL):

51. ENGAGEMENT IS
THE FUTURE OF MOBILE

52. LOOKING FOR MORE?
Free eBook: The Complete
Guide to In-App Messaging
Free eBook: Recipes for
Perfect Push Messages
Localytics.com/resources

53. Q&A