Unify Your Email and Push Marketing Strategies

Unify Your Email and Push Strategy to Build Amazing, Seamless Customer Experiences.

Speakers

Tanisha Gupta Product Marketing Director -

FollowAnalytics Experienced Mobile Marketer @tanz0906

Jeff Hasen Mobile Strategist and Chief Marketing Officer Author of two books, including the new The Art of Mobile Persuasion Founder of Gotta Mobilize consultancy @Jeffhasen

About Follow Analytics

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Headquarteredin San Francisco

Headquarters Offices

Offices in Parisand Montreal

21 Customersin the Fortune 500

Investors

Aspect Ventures, Sapphire Ventures, Salesforce Ventures

& Zetta Ventures

Customers

Our Customers

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Agenda

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1. The continued value of email

2. The mobile opportunity and the value of push

3. Challenge – building seamless journeys

4. Why it’s important to integrate email and push strategies

5. The role of Mobile Marketing Automation in omnichannel marketing efforts

6. Best Practices

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Email is Not Obsolete

of consumers chose email as a preferred way for companies to communicate with them*

72%

*Study of American consumers by MarketingSherpa 2015

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But Email Has Limitations• As opposed to push notifications and text messages, the great majority of

emails are not read within seconds or a few minutes, nor are they as personal or contextual as push messages

• The volume of spam dissuades many users from following email in real-time

of emails in the U.S. are spam. 49%

Source - Trend Micro

Mobile Has Invigorated Email

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75% Of its 900 million users, 75% of Gmail users access their accounts on mobile devices

Email is primarily becoming a mobile channel

*Google/TechCrunch I/O dev conference, May, 2015

The Opportunity with Mobile

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Mobile gives you access to your customers at any time and place

of Americans check their smartphones “at least a few times a day”

admit they’re “constantly checking and using” their phones

89%

36%

*source aNewDomain


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Hardly ever, only when I really need it

In the morning and evening

A few times throughout the day

About once every hour

I am constantly checking and using my phone

2%

0%

6%

36%

54%

10%

4%

28%

21%

36%

Total respondents Younger millennials

Results from Bank of America study


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Mobile is a platform through which you can deliver optimized messages directly into the palms of your users for every major channel

Push Email

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In-app SMS

60%

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*Source FollowAnalytics customers

of enterprise brand users opt into push*

Push As A “Core Component”

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“Push notifications are not necessarily a replacement for email, SMS, and other direct messaging tactic. While they offer key benefits over this first generation of mobile messaging tools, they are mostly complementary…..Moving forward, we expect to see push notifications integrated as a core component of any direct marketing and relationship program.”

Push Mobile Engagement to the Next Level, Forrester

Benefits of Push Notifications

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Ability to engage and re-engage users

User controls let users opt-in

Valuable data and insights

Contextuality

Simplicity

Growth of Push Notifications

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In 2015, users who enabled push notifications launched an app an average of 14.7 times per month, while users who did not only launched an app 5.4 times per month

Push notifications are highly effective for many demographics, including millennials, with about 84% of them claiming to respond to push notifications they have received

Source: Retale

Growth of Push Notifications

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70% Of consumers found all types of push notifications, including order updates and location-based messages, to be valuable.

Source: Responsys

Best Practice For Push Notifications

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Have extremely high standards for what makes it into a push, or you will end up spamming your users.

Develop a value add strategy for push communication.

Ask your users to opt into push and tell them the benefit they will get from opting in.

Give your users control. Let users opt into the types of push they want.

Have a steady cadence for how often you communicate.

Offer an easy opt-out.

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The Challenge for Today’s Marketers

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4 Leveraging and optimizing through user insights across channels

3 Being aware of spam – separate email and push marketing teams can result in one unhappy and over-targeted customer

2 Knowing when to use what channel to get the best results and keep your customers happy

1 Delivering messages across channels in a seamless and engaging way

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Consumers Expect Brands to Offer an Integrated Experience

“An integrated strategy means making sure that all the messages you send, via any messaging channel, serve common goals and that taken all together, those messages aren’t overwhelming.”

Push Mobile Engagement to the Next Level, Forrester

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of customers are more likely to make a purchase when mobile offers are part of an orchestrated campaign that unfolds over time across multiple channels

Source: Responsys

43%

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Create Experiences, Not Campaigns

60%of Americans switch between devices in

the same day.1

1-Google Research, 2- Aberdeen Group

Companies with strong omnichannel customer engagement retain on average 89% of their customers2

89%

Sample Cross-Channel Customer Experiences

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Personalized Email – incentivizing app download

Nurture on site Newsletter opt-in Downloads app

Trigger based Onboarding Message

Email inviting customer to boutique

pop-up weekend event

Personalized Contextual discount coupon sent based on geo-location

Coupon used. First purchase

Mobile push to check on quality of experience

Social evangelizing

Personalized email with curated content based

on purchase

Clicks on ad for retailers

Email Marketing System FollowAnalytics

A Day In The Life Of A Traveler

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An airline will send a push notification to an opted-in mobile app user for a flight or gate change and send an email with less timely info like a sale or new destination

A Day In The Life Of A Shopper

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A retailer will employ beacons or other location-based services to send a push notification when a customer is in proximity

Email is ineffective in that situation since most aren’t looked at immediately

A Day In The Life Of A Customer

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A business will send a push notification to a consumer about expiring services

An email would not be the most efficient given the time it likely will take for a view, especially if it’s a weekend

A Day in The Life of a Customer

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A pharmacy customer will receive an email, detailing services, hours of operation, and a discount on the first visit

Following an opt-in based off communication in the email, the consumer will receive a push notification with an alert that a prescription is ready for pickup

How Can Marketers Integrate Email and Push?

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Mobile Marketing Automation technology allows marketers to integrate multiple channels and build omnichannel customer experiences

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What is Mobile Marketing Automation?

“Marketing technologies that use real-time and contextual insights to proactively engage with known users in the appropriate mobile moment across the customer life cycle via a mobile device”

Vendor Landscape: Mobile Engagement Automation Solutions, November 2015, Forrester

Benefits of Mobile Marketing Automation

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Source: Mobile Marketing Automation, How The Most Successful Apps Drive Massive Engagement & Monetization, VentureBeat

“The good news is that higher engagement, retention and increased revenue are among the top results of implementing Mobile Marketing Automation, with higher engagement being the single most cited benefit…”

Mobile Marketing Automation ReportVentureBeat

Higher ratings

Lower user acquisition costs

More downloads

Haven’t really started yet

Better insight

Increased conversions

Omnichannel

No benefit

Increased Revenue

Retention

Minor benefits

Increased engagement

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What To Look For In A MMA Solution?

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THE ESSENTIALS CHECKLISTIs it rich enough?Are there a rich variety of campaigns for you to chose from? Video, pictures, in-app, contextual and geo-targeted?

Is it powerful enough?Can campaigns be scheduled and also self-triggered by any action inside or outside your mobile app?

Is it real time?Can the technology support an immediate real time interaction with your customers, in their mobile moment?

Is it friendly enough?Can marketers use the solution to analyze data and build campaigns without relying on I.T.?

Is it quick?Can you get set up with your new technology and start sending campaigns quickly?

Is it connected?Will it easily plug into your existing CRM and other customer data systems to trigger campaigns?

Is it smart?Does it use machine learning and predictive analytics to make recommendations about what you should be doing?

Is it scalable and secure?Can you trust the solution to scale as your business grows?

Data Is The Foundation to Mobile Marketing Automation

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Codeless connectors make it easy to unify all your customer data and build mobile campaigns

Combine real-time mobile data with existing marketing systems and CRM to get accurate customer profiles

MMA Is The Catalyst For Your Omnichannel

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An integrated strategy means making sure that all the messages you send, via any messaging channel, serve common goals and that taken all together, those messages aren’t overwhelming.

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GOAL

Best Practice For Ommichannel Marketing

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Tracking customer behavior is critical. What have they bought recently? What items are they abandoning in shopping carts? What pages do they spend the most time on? This info creates understanding and allows you to create personalized experiences with your customers

For many companies, this data lives in dozens of different silos. That won’t fly

You need a Marketing Automation tool that integrates with your CRM, web analytics, eCommerce platform, BI solution, and any information source in your stack

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