lcmc: native apps and email marketing

24

Upload: bluehornet

Post on 17-May-2015

531 views

Category:

Marketing


1 download

TRANSCRIPT

Page 1: LCMC: Native apps and email marketing
Page 2: LCMC: Native apps and email marketing

Apps: What Email Marketers Need to KnowBy Aaron Stannard and Dan Cronyn

Page 3: LCMC: Native apps and email marketing
Page 4: LCMC: Native apps and email marketing
Page 5: LCMC: Native apps and email marketing
Page 6: LCMC: Native apps and email marketing
Page 7: LCMC: Native apps and email marketing
Page 8: LCMC: Native apps and email marketing

….we don’t

Page 9: LCMC: Native apps and email marketing

“If an app doesn’t solve a critical business need in an elegant way, it has little chance of survival”

-graham hancock

Page 10: LCMC: Native apps and email marketing
Page 11: LCMC: Native apps and email marketing

Getting Started – The Mobile Way

Page 12: LCMC: Native apps and email marketing

View, Save and Like Jobs

Page 13: LCMC: Native apps and email marketing
Page 14: LCMC: Native apps and email marketing
Page 15: LCMC: Native apps and email marketing

CRM isn’t just e-mail

Page 16: LCMC: Native apps and email marketing

Push notificationsResponsive everythingPre-headers in mobile e-mailsSmarter events

Page 17: LCMC: Native apps and email marketing

“The difference between e-mail and spam, is data.”-Manish Bhatt

Page 18: LCMC: Native apps and email marketing

Challenges with Email Marketing1. Can't collect contact information from vast majority ofyour web traffic

Users who visitedyour website

Users who gave youan email address

2. Thus, the majority of your conversations with users end assoon as the browser tab gets closed.

Browser

Page 19: LCMC: Native apps and email marketing

But with Native Apps...

1. Native apps are sticky

2. Apps allow to communicatewith your entire conversionfunnel via push notifications

3. Work in concert with emailmarketing as part of thelifecycle messaging process

Customer Lifecycle Messaging

Page 20: LCMC: Native apps and email marketing

Customer Lifecycle Management in Native Apps

Days since first touchpoint0 1 2

Use r reten tion (%

)

100%

0%

1. Installation

2. Engagement

3. Retention

4. Conversion Attempts

Page 21: LCMC: Native apps and email marketing

The Engagement Phase1 Week User Retentionwithout Push

1 Week User Retentionwith Push

VS

42% user retention improvement on day 1

42% improvement

26% user retention improvement over 30 days

Page 22: LCMC: Native apps and email marketing

Email vs Push

Messaging Channels

Email

Long-form content

Less time-sensitive

Durable

MultipleCTAs

Personalized

Push

Short-form content

Real-time

Temporal

Single CTA(open the app to

some screen)

Personalized

Page 23: LCMC: Native apps and email marketing

Multi-Channel Lifecycle Messaging

Days since first touchpoint0 1 2

Use r reten tion (%

)

100%

0%

Push Messaging

Capture Email

Email Messaging

Goal Conversions

Page 24: LCMC: Native apps and email marketing

Example: StumbleUpon

1. Requires an email address to use the service.

2. Collects taste and preference data based off of user'sactivity.

3a. Custom Live Tile (Push) 3b. Weekly Recommendations(Email)