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1 © Urban Airship. Confidential. Do Not Distribute.
The Mobile Engagement PlaybookGoing from Good to Great
2 © Urban Airship. Confidential. Do Not Distribute.
Topics
• Benchmarks for opt-ins and engagement• The 4 stages of mobile engagement• What top performers are doing• The impact of data insights• Key takeaways
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Mobile is accelerating the “age of the customer”
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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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Drive Downloads & Messages
• Mobile is the front door• Personalization is the focus• Meet the user where they
are
Own the “Moments that Matter”
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User-Level Insight
Mobile-First Engagement
Own the mobile moments that matter
Open Ecosystem
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The Remote Control to Our Lives
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The Urban Airship SolutionTotal control of your mobile footprint
Grow and retain mobile app audience
Reach and engage mobile audiences without an app
User-level intelligence and retargeting
Stream mobile data to any business system
ENGAGE
INSIGHT CONNECT
WALLET
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Great Engagement Starts with Great Data
Advertising
In-App Behaviors
In-App
Location Data
Message Center POS
Push
Social
Wallet Website
IntegrationsUrban Airship
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Different Channels, Different ReachPush Notifications Push
notification opt-ins (iOS)*
100%0% 50%
In-app Messages Majority of app users
100%0% 50%
Message Center 100%of app users
100%0% 50%
Mobile Wallet 100%of smartphone users
100%0% 50%
*Android doesn’t require opt-in, so it’s 100%
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1
New customer
OnboardingWelcome seriesPush opt-inLocation opt-in
ConversionProduct view
Add to cartFirst purchase
RetentionReplenishmentLoyalty member sign-upCustomer satService reminders
Re-engagementWin-back programs
Account re-activation
4 critical stages in mobile engagement
Retarget and reacquire
Increasebrand value
3
4
2
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What are top performers doing?
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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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Massive gap between average and leaders
45% greater opt in rates
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Tell Them Why They Should Opt-In
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Make it contextual
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Use in-app messages to target opt-outs
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It really works
NHL’s opt-in rateincreased 31%since implementing value proposition messaging
Before After
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Welcome Series Automation Drives Results
HigherRedemption Ratethan typical free offers with automated welcome series messaging.
300%
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Pinpoint Targeting Boosts Conversion
Conversion rate for highly-targetedlast-minute ticket offers.
32%
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Targeting Boosts Response 4-7X
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Sell Product & Build Brand
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Message Centers Double Read Rates
8X Greater Direct Response Than PushComparing average message center read rate to direct taps on a push
Notifications Double Read RatesWhile home screen badges increase read rates 23%
High-performing apps see nearly half of all messages readOverall average read rate for high-performing apps is 44%, while it is 49% for retail apps
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Beyond the App: Mobile Wallet
Relevant Personalized and location-aware Convenient Store all of your coupons, cards, and event passes in one placePersistent & timely
Reach 100% of your mobile audience: no app necessary.
123456789
123456789
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Lock in LoyaltyLeverage wallet items as ongoing engagement channels
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Moving beyond campaigns
Insight
Engagement
Action
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Accelerate growth with data insights
@urbanairship
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Urban Airship Insight
User-level intelligence for smarter action
INSIGHT
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Activation
Retention
Referral
Revenue
Acquisition
Insight powers growth
How can I find more high value customers?
How can I improve user activation?
How can I optimize user retention?
Which audiences are likely to refer my app?
Which audiences are likely to drive future revenue?
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Acquisition: Create look-a-like campaigns
Find highly engaged users in your app Upload into Facebook to find more
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Activation: Find audiences primed for action
Use path analysis to find users that are on the threshold to convert
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Retention: Optimize user flows
Measure updates in your welcome series through cohort analysis
Welcome Series A
Welcome Series B
Sent message Sent message Sent message
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Retention: Create re-engagement campaigns
• Identify users that recently uninstalled
• Export a list for an e-mail, or social winback campaign
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Referral: Find your fans and encourage sharing
Drilldown into users that recently active
And find users that also visit frequently
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Revenue: Monetize engaged audiences
Retarget users that responded to an earlier message to boost conversion
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Stream mobile context to any business system
Power omni-channel engagement
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Transform Relationships at Scale
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Takeaways
Move from good to great:• Great data leads to great engagement• Welcome your users like you would a good friend• Mine user-level insight• Engineer mobile moments
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We deliver leading mobile engagement for more than 1,500 brands.
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