the anatomy of a perfect push message
Post on 15-Apr-2017
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THE
ANATOMY!OF A
PUSH MESSAGE
perfect
WHAT ARE PUSH MESSAGES?
Push messages can be used to: o Promote special offers & sales
o Highlight exciting new features
o Encourage in-app engagement
But first of all…
o Notifications delivered to the home screen when a user is outside your app
o Used to drive attention and traffic back into the app
Push messages are:
PUSH MESSAGES ARE A BIG DEAL! o Push notifications boost app engagement by 88%
o 50% of users opt in to push and find push messages useful.
o 65% of users return to an app within 30 days when push is enabled
Click to see more stats on push & in-app messaging!
WHAT ARE THE ELEMENTS OF A PERFECT PUSH? 1. Doesn’t make opt-in mandatoryWhile apps should encourage new users to opt in to push messages byhighlighting value, they should also make it easy to opt out and not makepush required.
2. Makes use of rich featuresFor devices like Android that allow for rich features, consider including images,graphic, in-app actions, or emojis in your push messages.
3. Segments audiences & personalizesThe best push notifications aren’t one-size-fits-all broadcast messages – theyare relevant, highly-segmented, and personalized for specific audiences.
4. Finds the perfect timingEpic push messages are timed perfectly, coinciding with a user’s daily routineor working in tandem with a seasonal event or holiday.
5. Drives value with killer CTAsGood push notifications drive value with deals, discounts, and targeted CTAsthat deep link back into the app.
6. A/B tests like crazy A/B test all elements of your push message, from copy length to punctuation and CTAs. 7. Nails the frequency Find a push message cadence that works for your audience without coming off as spammy. 8. Measures the metrics that matter Avoid measuring vanity metrics and instead monitor metrics that hold value for your app. 9. Makes use of marketing automation Automatically segment new users into pre-crafted buckets with tailored nurture messages made for specific audiences.
WHAT ARE THE ELEMENTS OF A PERFECT PUSH? (CONTINUED)
DON’T MAKE OPT-IN MANDATORY
USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in.
DON’T MAKE OPT-IN MANDATORY
USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in.
HIGHLIGHT VALUE Explain to users how opting in to push messaging will benefit them and improve the value of your app.
DON’T MAKE OPT-IN MANDATORY
USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in.
HIGHLIGHT VALUE Explain to users how opting in to push messaging will benefit them and improve the value of your app.
BE TRANSPARENT Make sure users understand what kind of notifications they should expect from your app.
DON’T MAKE OPT-IN MANDATORY
USE PRE-PERMISSION SCREENS Use pre-permission screens to evaluate a user’s current mood before asking for the final opt-in.
HIGHLIGHT VALUE Explain to users how opting in to push messaging will benefit them and improve the value of your app.
BE TRANSPARENT Make sure users understand what kind of notifications they should expect from your app.
MAKE IT EASY TO OPT OUT Let users opt out of push (and who knows - they may choose to opt in later after using your app). Otherwise you risk annoying your users and driving them to uninstall your app. Android opts users into push by default, so make sure you have some information in your app settings for helping users opt out if they really want to.
DON’T MAKE OPT-IN MANDATORY
DON’T MAKE OPT-IN MANDATORY
Highlights value proposition
Specifies the type of notifications that will be sent.
Encourages users to opt in to push notifications, but makes it easy to opt out as well
DON’T MAKE OPT-IN MANDATORY
Highlights value proposition
Specifies the type of notifications that will be sent.
Encourages users to opt in to push notifications, but makes it easy to opt out as well
Click to read more about getting users to opt in to push!
RELATED BLOG POST
MAKE USE OF RICH FEATURES
USE IMAGES ON ANDROID Push messages on Android devices allow you to incorporate rich images.
MAKE USE OF RICH CONTENT
USE IMAGES ON ANDROID Push messages on Android devices allow you to incorporate rich images.
APP INTERACTIONS VIA PUSH Some devices also allow apps to set up actions that can be performed within push messages.
MAKE USE OF RICH CONTENT
USE IMAGES ON ANDROID Push messages on Android devices allow you to incorporate rich images.
APP INTERACTIONS VIA PUSH Some devices also allow apps to set up actions that can be performed within push messages. ADD EMOJIS Try including emojis in your push messages for added visual interest!
MAKE USE OF RICH CONTENT
MAKE USE OF RICH CONTENT
Medium on Android lets users perform app-related actions from within push notifications
Groupon for Android inserts bright, colorful banner images in to push notifications to grab attention
MAKE USE OF RICH CONTENT
Both Android and iOS devices can incorporate emojis into push messages for added visual interest
SEGMENT AUDIENCES & PERSONALIZE
SEGMENT AUDIENCES Bucket app users into groups based on past purchases, user characteristics, and behaviors.
SEGMENT AUDIENCES & PERSONALIZE
SEGMENT AUDIENCES Bucket app users into groups based on past purchases, user characteristics, and behaviors.
SEND PERSONALIZED MESSAGES Send messages personalized for your segmented user buckets that are hyper-relevant for specific audiences.
SEGMENT AUDIENCES & PERSONALIZE
SEGMENT AUDIENCES Bucket app users into groups based on past purchases, user characteristics, and behaviors.
SEND PERSONALIZED MESSAGES Send messages personalized for your segmented user buckets that are hyper-relevant for specific audiences.
AVOID GENERIC MESSAGING Do not send out one-size-fits-all broadcast messages that may not be relevant to all your audiences.
SEGMENT AUDIENCES & PERSONALIZE
SEGMENT AUDIENCES & PERSONALIZE
Runkeeper uses past profile data to remind users when they might want to go for a run
SEGMENT AUDIENCES & PERSONALIZE
Uses location data combined with in-app data to send a targeted message with an actionable alert
Highlights monetary discount to entice users
FIND THE PERFECT TIMING
USE LOCAL TIMING Send push notifications at appropriate times of day that match the user’s local time.
FIND THE PERFECT TIMING
USE LOCAL TIMING Send push notifications at appropriate times of day that match the user’s local time. CUSTOMIZE MESSAGING FOR HOLIDAYS Send messages that coincide with certain times of the year, holidays, or cultural events.
FIND THE PERFECT TIMING
USE LOCAL TIMING Send push notifications at appropriate times of day that match the user’s local time. CUSTOMIZE MESSAGING FOR HOLIDAYS Send messages that coincide with certain times of the year, holidays, or cultural events. END IRRELEVANT MESSAGES Make sure to shut off expired messages when they become out of date. For example, you wouldn’t want to send a Thanksgiving message in December.
FIND THE PERFECT TIMING
FIND THE PERFECT TIMING
Hydro Coach reminds users to drink a glass of water as soon as they wake up in the AM
Best Buy celebrates Thanksgiving with a great emoji while promoting their Black Friday sales!
DRIVE VALUE WITH KILLER CTAS
INCORPORATE CTAS Include call-to-actions in your push messages to drive user action.
DRIVE VALUE WITH KILLER CTAS
INCORPORATE CTAS Include call-to-actions in your push messages to drive user action.
CONVEY URGENCY Notify users about time sensitive deals and 24 hour flash sales to drive immediate engagement and conversions.
DRIVE VALUE WITH KILLER CTAS
INCORPORATE CTAS Include call-to-actions in your push messages to drive user action.
CONVEY URGENCY Notify users about time sensitive deals and 24 hour flash sales to drive immediate engagement and conversions.
DEEP LINK Make sure that your push messages deep link to relevant screens within your app – don’t just dump users at the home screen!
DRIVE VALUE WITH KILLER CTAS
DRIVE VALUE WITH KILLER CTAS
Call-to-action conveys urgency and encourages immediate action
Profile data & preferences are used to segment female users and send them targeted sales notifications
DRIVE VALUE WITH KILLER CTAS
Concise and specific call-to-action
Highlights discount and value, segmented to a specific audience of free subscribers
A/B TEST LIKE CRAZY
TEST MESSAGING Try different wording, phrases, message length, and CTAs.
A/B TEST LIKE CRAZY
Click to read more about how to master A/B testing!
RELATED BLOG POST
TEST MESSAGING Try different wording, phrases, message length, and CTAs. SEE WHICH PUSHES PERFORM BEST Experiment with different push messages and see which kind of message your audience responds to.
A/B TEST LIKE CRAZY
Click to read more about how to master A/B testing!
RELATED BLOG POST
TEST MESSAGING Try different wording, phrases, message length, and CTAs. SEE WHICH PUSHES PERFORM BEST Experiment with different push messages and see which kind of message your audience responds to. DON’T A/B TEST MORE THAN ONE ELEMENT AT A TIME You should only A/B test one element change at a time so that you’re never confused about which change is driving the results.
A/B TEST LIKE CRAZY
Click to read more about how to master A/B testing!
RELATED BLOG POST
TEST MESSAGING Try different wording, phrases, message length, and CTAs. SEE WHICH PUSHES PERFORM BEST Experiment with different push messages and see which kind of message your audience responds to. DON’T A/B TEST MORE THAN ONE ELEMENT AT A TIME You should only A/B test one element change at a time so that you’re never confused about which change is driving the results.
A/B TEST LIKE CRAZY
Click to read more about how to master A/B testing!
RELATED BLOG POST
NAIL YOUR FREQUENCY
FIND THE PERFECT FREQUENCY FOR YOUR APP AUDIENCE Different apps allow for different push notification frequencies – for example, social apps can send more notifications detailing friends’ posts and activity.
NAIL YOUR FREQUENCY
FIND THE PERFECT FREQUENCY FOR YOUR APP AUDIENCE Different apps allow for different push notification frequencies – for example, social apps can send more notifications detailing friends’ posts and activity.
DON’T SPAM USERS While social apps may send frequent push notifications, other apps such as promotional or ecommerce apps may need a lower frequency to avoid spamming users with constant ads.
NAIL YOUR FREQUENCY
MEASURE MOBILE METRICS THAT MATTER
LOOK PAST APP OPENS App opens aren’t everything – you’ll likely have much more important metrics to measure that are relevant to your app, such as your KPIs.
MEASURE MOBILE METRICS THAT MATTER
LOOK PAST APP OPENS App opens aren’t everything – you’ll likely have much more important metrics to measure that are relevant to your app. Use KPIs to influence your key metrics to measure.
MEASURE WHAT MATTERS FOR YOUR APP Different apps will have different metrics for success.
MEASURE MOBILE METRICS THAT MATTER
o Media apps might measure articles read o Music apps might measure songs played o Gaming apps might measure levels completed
MAKE USE OF MARKETING AUTOMATION
AUTO-ENROLL NEW USERS INTO EXISTING CAMPAIGNS New users can be enrolled into pre-designated campaigns that match certain criteria.
MAKE USE OF MARKETING AUTOMATION
AUTO-ENROLL NEW USERS INTO EXISTING CAMPAIGNS New users can be enrolled into pre-designated campaigns that match certain criteria.
NURTURE VIA AUTOMATED PUSH Nurture users down the funnel with automated push messaging campaigns that match their assigned segments.
MAKE USE OF MARKETING AUTOMATION
AUTO-ENROLL NEW USERS INTO EXISTING CAMPAIGNS New users can be enrolled into pre-designated campaigns that match certain criteria.
NURTURE VIA AUTOMATED PUSH Nurture users down the funnel with automated push messaging campaigns that match their assigned segments.
MAKE USE OF MARKETING AUTOMATION
Click here to get your free app marketing automation kit from Localytics!
FREE MARKETING AUTOMATION KIT
THE END
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Check out our blog for more app marketing awesomeness!
Presented by
Check out our blog for more app marketing awesomeness!
AND DON’T FORGET TO
PUSH IT
Presented by
Check out our blog for more app marketing awesomeness!
AND DON’T FORGET TO
PUSH IT
Push it good
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