Watching your app download numbers grow makes no sense if people just delete your app shortly afterward. Or abandon it. For good.
So how can you beat that?
Focus on increasing user loyalty and retention. That’s the key for your app success in the long run.
And mobile push marketing is one hell of a great solution to that.
Want some proof?
Just look at these numbers:
The average engagement rate for users, who opt in for receiving push messages is 88%.
However, the number changes goes even higher for some industries:
In this guide, we’d like to share some of the greatest push strategy examples along with the overall tips on how to design your entire marketing strategy.
Let’s dive in.
Opt-in Permission Strategies
Before you go galore with creating those push messages…there’s one other important thing to do first.
Solicit a user permission for receiving those messages.
That’s how you make a nice first impression, which can make or break the entire brand credibility.
Under Android’s current data sharing permissions, users by default opt-in to receive a bunch of push notification from different apps. While that is subject to change, don’t be sleazy and take advantage of this gap now. Play the nice guy card and just ask first.
iOS gadgets feature a mandatory push opt-in message, that you can’t really customize.
And here comes a major problem.
A lot of users don’t feel instantly encouraged to accept mobile app push notifications from an app they haven’t really tried!
According to Localytics, people who have used an app between 1-3 times, have an average opt-in rate of 35%. The rate rises to 70% whenever a user has used the app for 4-6 times.
So how do you target user with opt-ins on iOS?
The workaround here is to offer a custom splash screen and bait the user again with push messages opt-in during a more convenient moment.
Here are a few clever ideas to you may want to consider:
Build a custom permission screen to entice the user before the native iOS permission screen launches:
You are safe here as if the user opts-in, you carry on and launch the official iOS permission dialog. If they skip it, for now, fret not, you can re-suggest the request later on!
These can be sent to the user once they get a taste of your app and play around with some features. Make sure the message is highly personalized and offers added value.
Here are a few non-distracting push marketing strategy examples to illustrate this point:
Viewed Items and Products.
When a user has browsed through a few different products in your shopping app, you can offer to reconnect with them by a simple message like:
Content read. After the user has read a certain amount of articles within your app, they are more likely to accept the following suggestion:
Special actions. If we are talking about a social networking app, for instance, users may want to receive push notifications about the new messages/contact requests. You can pitch them this idea after they have used reached a certain number of connections.
Gaming app users may prefer to get notified when a new level is unlocked or they have restored their lives. Think how Candy Crush does that.
Time-sensitive apps e.g. Uber, food delivery apps and transportation apps usually generate more push messages opt-ins with less efforts involved.
After all, users want to receive important notification. Hence, your main goal is to clearly communicate the value of your opt-in and pitch it at the right times.
Personalized Push Messages
Fact: users are three times more likely to take action when receiving a personalized push message. Batch-sent push messages no longer drive engagement.
So make “being personal” a major part of your mobile push promotional strategy.
Great personalization is achieved through smart user segmentation.
Start grouping your users based on the data you currently have in your CRM and their overall in-app behavior gathered by other app analytics tools.
That should include:
- App usage frequency.
- Time spent in the app per week/month
- Free or premium plan user.
- Current history of purchases/upgrades.
- Common activities in the app.
- Recent actions.
- Demographic data.
Today, users tend to click more on messages, which are directly related to them:
Here are just a few great examples of personalized push messages. They are short, sweet and straight to the point:
So, what makes these mobile push notifications particularly great?
- They are based on the user’s past/current in-app activity.
- They deliver value and inform the user about something they don’t want to miss out.
- They encourage further in-app action.
Location Based Push Notifications
Location-based marketing is another hotness in the marketing space.
After all, consumers come to your venue and still use their phone for a variety of things – from browsing social media for discounts and comparing prices to figuring out indoor navigation. In fact, 90% of retail shoppers already use their gadgets in stores.
This means that by using geo-targeted push notifications during their visit you can drive more attention to new products, current promos and ultimately generate more business.
Below are some great options to integrate into your overall push marketing strategy.
Geofencing Push Notifications
Geofencing works really simple.
Imagine that your location is a pin on the map. Now, you draw a circle around it. Any user having your app installed, we’ll receive relevant geo push notifications once they step inside your virtual fence.
You can adjust the following variables for location based notifications:
- Your radius width.
- Create different messages based on the user’s proximity.
- Adjust the times and dates when your messages will be sent. For instance, during flash sales only, before Black Friday etc.
iBeacon Push Notifications
We’ve previously spoken of how iBeacon technology can be leveraged in the airports and for indoor navigation in general.
I’ll go on and quickly explain you the concept.
Beacons are small Bluetooth transmitters, which can send and receive static data within short distances. Unlike GPS, Beacons work perfectly indoors.
Basically, iBeacons act like links to the physical world around you. If the venue has a beacon installed and the user has an app, they can receive handy notifications, for instance, their gate number; queuing times, event ticket prices, maps and much more.
Unlike traditional mobile push notifications marketing with iBeacons, users don’t have to be connected to the Internet to receive promo messages. However, they do need to have their Bluetooth on and have your branded app installed.
Want proof that mobile messaging marketing with iBeacons work?
Well, after installing beacons at 28 Carrefour in Romania, the company’s app engagement rate increased by 400% and the number of active app users grew by 600% in just 7 months. Not to mention the fact that the food chain developed a better of understanding of the shoppers in-store behavior.
Here’s another example of mobile push strategy with iBeacons.
Meadowhall Shopping Center in the UK leveraged iBeacon technology during their recent event – the Ladies’ Night. Multiple vendors took part in the promo campaign and sign on to issue special promos, discounts and take part in the hosted giveaway as sponsors.
One event resulted into 500 app installs within just 3 hours and 500 offers were redeemed. In fact, 120 offers were used just within the first 52 minutes of the event, driving insane traffic to the participating partners.
The lesson here is this – customers do pay attention to timely, on-spot messaging that brings them value.
Split Test For The Best Results
Getting things right with push notification marketing may be tough from the very first try.
You have limited texts. So you need to choose your wording carefully.
A/B test your push mobile marketing messages to understand the optimal character length, key action-triggering phrases, and verbs. Toy around with scarcity and the time-sensitive factor to see whether it will impact the engagement rates.
Test different strategies and variations to unlock the most accurate results for your business.
When you analyze push marketing campaign success, don’t focus on the message open numbers only.
If getting mo’ app traffic is your main goal, then sure, those do make a lot of sense.
However, if your aim is to drive more sales, for instance, measuring in-app purchases stats will be more accurate.
Always track those metrics, which make the most sense for your app monetization strategy:
- Social interactions.
- Time spent within the app.
- App use frequency.
- Amount of content read etc.
Based on the data adjust your strategy. Rinse and repeat what works – ditch the rest!
And if you don’t have an app just yet, or planning to launch a new one anytime soon, our developers would love to walk you through the project development scope and prices involved!