Good vs. Great Mobile Engagement: Getting the Opt-In

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Good vs. Great Mobile Engagement: Getting the Opt-In

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Today’s SpeakersGood vs. Great Mobile Engagement: Getting the Opt-In

Brought to you by

Neel BanerjeeSenior Product ManagerUrban Airship

Alyssa MerittHead of Strategic ConsultingUrban Airship

Andrew GerrardDirectord-marketing

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Urban Airship intro

An expanding suite of insight and engagement

Engage Wallet Connect Insight

#Good2Great

This presentation is from “Good vs. Great Mobile Engagement: Getting the Opt-In”, a marketingfinder.co.uk webinar.

To find out more, or for the on-demand recording, visit http://bit.ly/23ue1cr

http://bit.ly/23ue1cr

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Agenda

• Benchmarks for opt-ins and engagement• Engagement signals • What top performers are doing• The impact of data insights• Key takeaways

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The mobile influence factor has increased

500x in 3 years1




77 © Urban Airship. Confidential. Do Not Distribute.

Insert photo here. Drag picture to placeholder or click icon to add.The funnel is blown to bits.- Jake Sorofman, Gartner




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From funnel to flight of the bumblebee

Action

Awareness

Consideration

Preference Web

Display

Search

Mobile

Social

App

In Store

OOH

Email

TV

WOM




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Engagement signals

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Average opt-in rates vary

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Massive gap between average and leaders45% greater opt in rates

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What are top performers doing?

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1313 © Urban Airship. Confidential. Do Not Distribute.

Insert photo here. Drag picture to placeholder or click icon to add.

Power is in the hands of the consumer




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Where do your needs intersect?

USERBRAND• Reach, engage, retain

customers• Generate repeat

business• Gain user insight• Reduce cost• Operational efficiency

• Easy & convenient• Save money• Save time• Security• Better deals• Be reminded

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Tell them why they should opt in

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Show them how

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It really works

NHL’s opt-in rateincreased 31%since implementing value proposition messaging

Before After

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Use in-app messages to target opt-outs

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Make it contextual

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Manage expectations

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Targeting boosts response 4-7X

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Does it work?

878%return on investment (ROI)

10%-70% Increase in one-day mCommerce sales from a product promoted through a push notification.

15%-30%Increase in average spend per customer due to mobile influence on purchase behaviour.

$351,660Savings in email marketing spend and reducing the number of app updates.

Forrester Total Economic Impact confirms value:

Topline value: An increase in app engagement, traffic and sales driven to other channels.

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Leaders go beyond the download

Explorers

Converts

Advocates

Skeptics

Your App

On and offline marketing

App store discovery

Download

Open app

Opt-in to push, location

Register / key action

Purchase, return

Share & refer a friend

Action

Awareness

ConsiderationPreference

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Remember the bumblebee?

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Moving beyond campaigns

Insight

Engagement

Action

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What engagement signals matter?

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User-centric mobile information

A comprehensive view of your customer

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Opt-in >> Convert >> Grow >> Retain >> Reactivate

Acquiring the Customer Building the Relationship Win back

Prospect Customer Super User Best Customer

Recaptured Customer

ReactivationTransactional &

operational

Broadcast

Obtainpermission Loyalty

1:1 triggeredTargeted by segment

Preference/behaviourbased push

Exclusive rich contentWelcome

Get the opt-in

Value prop

Deals & alerts

Sharing preferences

Aggressive deals/content

Engage pre-install

Opportunity

Interstitial

education on value prop

Pre-opt in screen

Customer Insight

Engagement signals across user lifecycle

Register

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Data drives action

Power real-time action across your business

All mobile data Cross-channel ROI insights

Uninstalls E-mail win-back program

Engaged users Facebook look-a-like campaign

Product interest Mobile ad campaign

Mobile insights Business actions

VIP customer in-store Personal customer service

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What should you really be measuring?

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Measure

• Identify the most important goal in you app and then track users that achieve and don’t achieve the goal

• Measure acquisition cohorts in the first 30 days• Look at the behaviour of users that are weekly active users and see what

they did in the first 14 days of installing your app

Start simple

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How do you move from good to great?

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Takeaways

Move from good to great:• Engage from the start• Identify the actions and behaviours of a good user• Establish a learning agenda• Find look-a-likes

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Your QuestionsGood vs. Great Mobile Engagement: Getting the Opt-In

Brought to you by

Neel BanerjeeSenior Product ManagerUrban Airship

Alyssa MerittHead of Strategic ConsultingUrban Airship

Andrew GerrardDirectord-marketing

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3 Reasons to Complete the Exit SurveyGood vs. Great Mobile Engagement: Getting the Opt-In

1. You can give us your feedback

2. You can request your free copy of ‘Winning in Mobile: 8 New Principles for Today’s Marketers’

3. You can send a recording of the webinar to colleagues

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Good vs. Great Mobile Engagement: Getting the Opt-In