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Apps: What Email Marketers Need to KnowBy Aaron Stannard and Dan Cronyn
….we don’t
“If an app doesn’t solve a critical business need in an elegant way, it has little chance of survival”
-graham hancock
Getting Started – The Mobile Way
View, Save and Like Jobs
CRM isn’t just e-mail
Push notificationsResponsive everythingPre-headers in mobile e-mailsSmarter events
“The difference between e-mail and spam, is data.”-Manish Bhatt
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
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
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
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
Email vs Push
Messaging Channels
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
Multi-Channel Lifecycle Messaging
Days since first touchpoint0 1 2
Use r reten tion (%
)
100%
0%
Push Messaging
Capture Email
Email Messaging
Goal Conversions
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)