Localytics CMO Josh Todd talks about overcoming mobile engagement through powerful, personalized app messaging. Learn best practices around mobile marketing.

1. How To Overcome
The Mobile Engagement Crisis

2. MEET YOUR HOSTS.
Justina Perro Josh Todd
Senior Content Marketing Manager CMO
Questions during the webinar? Tweet us @Localytics with

3. ▪ State of Mobile Engagement
▪ Power of Push Notifications
▪ Segmentation
▪ Setting yourself up for success
Agenda

4. Bad mobile engagement happens…

5. 5
Consumers’ everyday lives
have become mobile

6. 6
Personalization
Consumer expectations have grown:
Quick Useful Instant-gratificationOptions

7. 7
 23% of apps are used only once
 50% people view push as annoying
 Wrong success metrics (downloads)
 35% of push messages not segmented
Most companies are failing to meet
consumer expectations

8. 8
Some simple math

9. We are in a
Mobile Engagement Crisis.

10. How do we
toward the
right path?

11. your mobile users
1. Being
2. TRULY

12. 12
▪ What they like and want
▪ When they want it
▪ How they want to get it
▪ And so much more
It’s all about the data…
Our customers are telling us

13. 13
▪ State of Mobile Engagement
▪ Power of Push Notifications
▪ Segmentation
▪ Setting yourself up for success
Agenda

14. Bring them back and keep
them engaged with Push
Motivate inactive users to return to
your app with targeted, carefully
timed, and well-written copy
88% MORE
Users with push enabled have
app launches.
Source: Localytics, 2015

15. Engagement  deceivingly complex
Push
Message
In-app
Message
Customer
Profile
Database
Dynamic
Messaging for
Personalization
CTA tracking:
Engagement,
Conversion,
Retention etc.
Push Tracking:
Viewed / Open /
Clicked
Audience
Qualification
Event
behavior
tracking
Deep linked
via key value
pairs
Message
A/B Test
Scheduling
Automation to send
at right time
Custom
HTML for In-
app
message
Influence on
Engagement,
Conversion, Retention

16. ▪ State of Mobile Engagement
▪ Power of Push Notifications
▪ Segmentation
▪ Setting yourself up for success
Agenda

17. Sports Content App
(your entire user base)
Broadcast, Blast or even Spam
Segment your audience

18. 7% of broadcast push
messages are clicked
13% of targeted push
messages are clicked
15% of users converted 54% of users converted
Broadcast: Targeted:
Segment your audience
vs

19. Imagine an app with
100,000 users
Segment your audience

20. 7% of 100,000 users =
7,000 opened messages
13% of 100,000 users =
13,000 opened messages
15% of 7,000 =
1,050 converted users
54% of 13,000 =
7,020 converted users
Segment your audience
vsBroadcast: Targeted:

21. Segmentation - A Little Deeper

22. 22
2 Ways to Segment

23. Behavioral
You know which users are reading
your articles
You know their interests (sports,
finance, travel)
Source: Localytics, 2015
Results?
8.6% CLICK-THROUGH

24. User Profile
Engage based on traits like gender,
location, language, type of customer
Results?
13% CLICK-THROUGH

25. Layering SegmentationClickthroughrate
(CTR)
0
5
10
15
20
25
30
35
Broadcast Behavioral User Profile Behavioral + User Profile
7%
9%
13%

26. 0
5
10
15
20
25
30
35
Broadcast Behavioral User Profile Behavioral + User Profile
Layering Segmentation
7%
9%
13%
30%
Clickthroughrate
(CTR)

27.  Measure which messages
are driving business results
 Optimize your strategy with
A/B testing
 Move beyond vanity metrics
(clicked message)
 Stop sending ineffective
messages
True Impact

28. ▪ State of Mobile Engagement
▪ Power of Push Notifications
▪ Segmentation
▪ Setting yourself up for success
Agenda

29. Increase Push audience, increase
success
52% of app users have push
enabled on their phones
Industry Averages

30. Increase Push audience, increase
success
52% of app users have push
enabled on their phones
48% of app users don’t have
push enabled on their phones
Industry Averages

31. Bad Example
Increase Push audience, increase success
(first launch)
Ask them to opt-in
immediately after launching
the app for the first time

32. Welcome your users with a
sequence of introductory,
how-to screens to show value
Increase Push audience, increase success
Good example

33. Good example
-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
Increase Push audience, increase success

34. Admit we have a problem
 Do something about it:
Final Thoughts
• Segment your audiences
• Set yourself up for success
• Contribute to the knowledge base

35. LOOKING FOR MORE?
Free eBook:
How To Build Stellar
App User Acquisition
Campaigns
Free eBook:
Even Better Recipes
for Perfect Push
Messages
Localytics.com/resources

36. Q&A