Christos Iosifidis, Vivino speaks at Nordic Growth Hackers Event #4

Automatingemailandpushforonboardingandre-activation

Christos Iosifidis

Aboutus

Product @vivino • Responsible for the app

Aboutus

Product @vivino • Responsible for the app

Vivino is a wine app startup • B2C, 3M MAU

Agenda

Whyonboardingandre-activation

Whyonboarding&re-activation?

“Youcanonlydoasmuchwiththe(mobile)product”“Emailandpusharetwoextrachannels”

Onboarding

Weworkwiththe#TARImodel

Mixpanel:Toolofchoice

10-Daycorecommunication

D0 D1 D3 D5 D7 D10

WelcomeScan

Rate

Scan

Rate

Add Friend

Scan

Rate

Add Friend

E-commerce

Scan

Rate

Add Friend

Premium

Wine offers

Primary Secondary Elective

“Mobile-first,short,simpleandactionable”

ResultsNew users first scan within 10 first days

78%71% (10%▲)

X2 new users follow a friend within 10 first daysX3 they add another one

No effect on ratings

Learnings

UserattentionisdriftingawayForeverydaypastdaywelose2,5%inopenrate.

Pushis(way)moreeffectiveonmobile

WellexecutedanimatedGIFsgiveyou+4-5%engagement

Overallverdict:Success!

Re-activation

40%ofourusersforgettoscanawine

Happyhour!

“Positivemessage,non-actionable,temporal”

Results

13% of inactive users activated the same Friday with push

92% of of them remain active 4W after re-activation

only 4% through email

Learnings#2

DuringHappyHourpeopledonotcheckemails

Timingissuper-crucial

Verdict:Promising,butunderreview

Thankyou