If you’re using push notifications only to sell, promote, and blast, then you’re doing it all wrong.
Competition among apps is fierce. The question for mobile companies is no longer simply how to get their app installed, but how to become part of a user’s regular routine. To rise above the noise, your push notifications must engage users at every stage of the lifecycle and keep them coming back for more.
Do you wonder if your push notifications are hitting the mark? In this webinar, we’ll show you a number of examples and explain how to get started with super-personalized, user-centric push notifications.
3. Adam Marchick - Kahuna - @adammstanford
Adam Marchick is the CEO & co-founder Kahuna and an
advisor to Heads of Mobile around growth, engagement and
revenue. Before Kahuna, Adam was an early member of the
Facebook growth team and funded mobile enterprise
companies at Bain Capital Ventures ad Menlo Ventures.
5. 1 Opportunity and Challenges
2
Cra ing User Centric Push Notifications3
Examples, Best Practices, and Ge ing Started
Table of Contents
Gathering the Right Data
4
11. Mobile ecosystem is fragmented
Time spent across platforms
Opportunity & Challenges
0%
20%
40%
60%
80%
100%
Mobile websites Social Native Apps
Consumers have many touch points with your brand.
19. Gathering the right data can be hard
Gathering the right data
• Billions of records
• Non-linear, multi-device user interactions
• Data coming from many sources
• Data types include user actions, descriptors and more
20. What data should you gather?
Gathering the right data
• User engagement state
• User behavior – across multiple devices, mobile and web
• User a ributes
• User response data
21. Data informs how you communicate with your customers
Gathering the right data
Location Timing Behavior Preferences Device
32. Yummly onboarding notifications and results
47%
UPLIFT IN
ENGAGEMENT
1300%
UPLIFT IN
CONVERSIONS
Examples & best practices
33. Engage users at every stage in the lifecycle
REDUCED USER
CHURN BY
8 PERCENTAGE
POINTS
Examples & best practices
34. Targeting users by engagement state
8tracks now
We have over a million
playlists. Awww yeah.
slide to view
8tracks now
Never be annoyed by audio
ads again.
slide to view
8tracks now
Hey there. You kinda seem
like you could use a playlist,
and we’ve got the perfect
one.
slide to view
8tracks now
Since you liked that mix,
we’ve got tons of
recommendations for you.
slide to view
Examples & best practices
35. Optimizing for cart conversions
43%
INCREASE IN MOBILE
PURCHASES
Examples & best practices
36. Message optimization in action
1800Flowers now
Forget Something? Come back and
send a truly original gift!
slide to view
Message
BA
1800Flowers now
Forget Something? Come back and
SAVE 15% with Promo Code
MYCART
slide to view
Message
Examples & best practices
37. And the winner is…
1800Flowers now
Forget Something? Come back and
send a truly original gift!
slide to view
Test Message
B
Kahuna sends users the
winning message variant at
the optimal time.
Examples & best practices
44. Top Lifecycle Campaigns for Mobile
New users
Gather information & inspire sticky user
experience
Registration incentives & onboarding
campaigns
Engaged users
Incentivize mobile conversions and
brand advocacy
Cart fulfillment, referral incentives &
VIP campaigns
Passerby Users
Re-introduce the value proposition of
your app Personalized new feature alerts
Dormant Users Inspire re-engagement Affinity-based offers & campaigns
Goal Campaign Suggestion
Ge ing started
46. Registration incentives for first-time users
Find users who…
• Have used the app only one time
• Have not registered
• Have browsed food
Ge ing started
47. Ge ing started
Registration incentives for first-time users
Send them a personalized registration incentive…
You type: Your user sees: