holiday mobile campaign strategies

1 © Urban Airship. Confidential. Do Not Distribute.

Gearing Up For Holiday 2016: Mobile Campaign Insights & Planning Tips

Participate in the social conversation @urbanairship #MobileStrat

Speakers

Stephanie CaprettoDigital StrategistUrban Airship

Bill SchneiderSr. Director of Product MarketingUrban Airship

Black Friday Will Never Be the Same

According to the NRF, Holiday 2015 was the first year online shopping eclipsed in-store.

102 million shoppers

103 million shoppers

In-store Online

60%of online traffic came from mobile devices — a 15.4% increase over 2014

35% of shoppers would be more interested in shopping at a particular retailer in a physical store after seeingcontent in a general shopping app .

Mobile engagement trends from holiday’s past

1. Notifications were up 34% y/y

2. Shopper engagement rates doubled in 2014

3. More than 1/3 of all retail app opens were attributed to a notification

4. Shoppers were most engaged the Saturday before Thanksgiving

2015 Mobile Engagement Holiday Recap & Strategies

Daily retail app downloads increased 21% compared to October 2015

Strategy: Find Look-a-Like Audiences

Find highly-engaged users in your app.

Top performing apps saw notification opt-in rates increase from 55% to 58%

Strategy: Optimize the Opt-In

Ask when the value is clear

… and Use Email for Personalized Deals via Push

… or Retarget Opt-Outs with In-App Messaging

Retarget opt-outs with the message center

- Or -

In-app notifications

Out-of-the-box device property tag includes opt-out status for easy targeting.

Nurture New App Users

Opportunity: Update automated welcome messages seasonally

How should the customer use the app during the holidays?

Push Notification Send Volume Year-over-Year

Su T Th S M W F Su T Th S M W

Black F

riday Su

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

2014 2015

Promoting Black Friday & Holiday Deals Early

Push Notification Engagement Rate Year-over-Year

Su M T W Th F S Su M T W Th F S Su M T W Th F S Su M T WTh

ay S SuCy

2014 2015

22% of app users opened the app after receiving a push notification the Sunday before Black Friday

Deals Parade Leading up to Black Friday

Prepping for In-Store Experiences – Macy’s

Monday 11/23

Email received after sweeps signup

App-y Thanksgiving! Stores are Closed, but Apps are Open

Dynamic Mobile Coupons

Strategy: Leverage Mobile Wallet to Lock in Loyalty

Leverage wallet items as ongoing engagement channels.

Anti-Black Friday – REI’s #OptOutside Campaign

More Notifications are Including a Call to Action

Increased Use of Engaging Emojis

Offer Code in the Push Notification

Tip: Make sure there’s a persistent place for the offer code to live once the user taps though.

In-app message center is a great for personalized offer codes

Strategy: Test Your Messages and Offers

Take the guesswork out of mobile engagement success

• Test up to 26 variants• Make decisions with

confidence• Control group

• Measure engagement impact• Direct opens, indirect opens

and custom events

VIP Treatment

Retailers sent 152% more in-app message center messages

In-App Message Centers – GameStop Holiday

In-App Messaging Reaching Users in the Moment

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

Black Friday is Ending…but Don’t Fret! Cyber Monday is Starting!

Last Call for Cyber Monday Deals!

Post-Cyber Monday, Content Ideas…

• Gift guides• Last minute gifts,

including gift cards• Shipping deadline

reminders• More deals!• Warm & fuzzy holiday

5 Ideas to Plan for Holidays

1. Mine your app for valuable customers and power look-a-like acquisition campaigns

2. Define your push notification value proposition to nurture new app users acquired during holiday

3. Double your “stickiness” with Message Center

4. Leverage Wallet to build an offer based engagement channel thru the holidays

5. Use mobile data to start learning about your customers now to improve holiday experiences

Q&A@urbanairship #MobileStrat

holiday mobile campaign strategies

Mobile

holiday online fundraising: 30 tips for campaign success

anthropologie digital marketing holiday campaign

add a holiday twist to your ppc campaign

smarter search strategies for holiday shoppers

5 strange election campaign strategies

holiday 2014 campaign recap · holiday 2014 campaign recap...

holiday marketing strategies for small businesses

post holiday planning tips & strategies

holiday mail for heroes campaign poster (8.5"x11")

holiday inn express digital marketing campaign

2017 campaign january 23, 2018 recognition holiday …

social media campaign strategies 101

salesitv | webinar | holiday selling strategies

advocacy campaign strategies & best practices

holiday campaign planning with a dash of influence

ray-ban holiday campaign 2018 - luxottica€¦ ·...

holiday email campaign kickoff infographic

best practices for your holiday marketing campaign!

campaign monitor holiday webinar (2015)

planning your holiday fundraising campaign