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PRESENTED BY: MYLES KLEEGER, CHIEF REVENUE OFFICER AT APPBOY
BEST PRACTICES FOR ACQUISITION, ENGAGEMENT, AND RETENTION
BUILDING A SUCCESSFUL GROWTH PLAN:
Founded in 2011
120+ employees and growing
Offices in NYC, SF and LONDON
M O. ACT I V E C U STO M E R S
500 +MM E S S AG E S / M O.
5 +BE V E N T S / M O.
100 +B
APPBOY – THE LEADING GLOBAL, LIFECYCLE MARKETING PLATFORM
User ID
Gender
Age Group
Loyalty
Language
City
Most Recent Device Locale
Number of Devices
Last Purchase
Last Push
Last Email
Sessions
voraciousmel
Female
22-34
true
German, English, Mandarin
Berlin
en-de
2
€78.00
17 hours ago
2 days ago
52
Mel Schwartz
Berlin, Germany [email protected] @voraciousmel +49 (30) 26050
CUSTOMER RELATIONSHIP
CUSTOMER DATA
WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS
TV
… AND DELIVER PERSONALIZED CUSTOMER EXPERIENCES IN EVERY CHANNEL
WEARABLES
PUSH NOTIFICATIONS
IN-APP/BROWSER MESSAGES
MOBILE/DESKTOP WEB
NEWS FEED CARDS
TV
EMAILS
MOST APPS ONLY RETAIN BETWEEN 10-20% OF THEIR CUSTOMERS
0
25
50
75
100
0 1 3 7 14 30 60 90
N E X T 5 0 0 0 A P P S
D AY S S I N C E A P P I N S TA L L
N E X T 1 0 0 A P P S
N E X T 5 0 A P P S
T O P 1 0 A P P S
MOST APPS ONLY RETAIN BETWEEN 10-20% OF THEIR CUSTOMERS
S O U R C E : Q U E T T R A V I A A N D R E W C H E N
€61EFFECTIVE COST PER ENGAGED CUSTOMER
L I F T O F F M O B I L E A P P E N G A G E M E N T I N D E X , 2 0 1 6
RETENTION RATE BY DAY AND PLATFORM
RETE
NTIO
N RA
TE0%
10%
20%
30%
40%
DAYS SINCE APP INSTALL1 2 3 4 5 6 7 14 30 45 60 90
AndroidiOS
APPBOY CLIENTS ENJOY ABOVE AVERAGE RETENTION RATES
35%UPLIFT VS. AVERAGE
20%UPLIFT VS. AVERAGE
S O U R C E : A P P B O Y P R O P R I E TA R Y R E S E A R C H
SO, HOW CAN YOU DRIVE BETTER ENGAGEMENT AND GROWTH?
5.6BNPush notifications sent
23MMAverage monthly push volume
25Push notifications sent/MAU
SOURCE: APPBOY PROPRIETARY DATA
ONE OBVIOUS TACTIC IS TO USE PUSH NOTIFICATIONS TO BRING USERS BACK
19%Increase in daily return rate
16%More daily sessions per user
5.6%Lapsed users reactivated
from one campaign
SOURCE: APPBOY PROPRIETARY DATA
AND WHILE PUSH NOTIFICATIONS CAN BE USED TO DRIVE ENGAGEMENT …
Push volume vs user activity
Sess
ion
s Pe
r U
ser
Per
Day
4.8
4.9
5
5.1
5.2
Number of Push Notifications Sent
0 25,000,000 50,000,000 75,000,000 100,000,000
SOURCE: APPBOY PROPRIETARY DATA
~0%CORRELATION
THE ANSWER IS NOT TO SEND MORE PUSH NOTIFICATIONS!
YOU MUST FIND YOUR MAGIC MOMENT TO LOYALTY
ENSURE THAT MORE USERS EXPERIENCE THAT MAGIC MOMENT AS EARLY AS POSSIBLE IN THE CUSTOMER LIFECYCLE
NEW
USERS
EXISTING
USERS
MAGIC
MOMENT
#1 INVEST IN NEW USER ONBOARDING—BUILD VALUE FROM THE START
FiberMonk 5m ago
PROACTIVELY MARKET TO CUSTOMERS WHO DON’T FINISH INITIAL ONBOARDING
SOURCE: APPBOY PROPRIETARY DATA
50%RISE IN
NEXT DAY RETENTION
71%RISE IN
TWO-MONTH RETENTION
PRODUCT OBSERVATION When customers added their home or work address to profiles it correlated with increased engagement (and ease of use)
STRATEGY Influence more customers to add home or work address
METHOD: TARGETED PUSH Send customers who haven’t added work and home targeted push notifications to encourage them to add that missing information
RESULTS Customers who received the campaign converted; thus user engagement within the app increased
CASE STUDY: MAPQUEST
S O U R C E : A P P B O Y P R O P R I E TA R Y R E S E A R C H
1,000%MORE LIKELY
TO TAKE ACTION WITH PUSH VS
NO PUSH
EFFECT OF DAY 1 AND DAY 2 ACTIVITY ON RETENTION
RE
TEN
TIO
N R
ATE
0%
20%
40%
60%
80%
100%
DAY
10 100
D1 Active D1 Inactive (Dotted) D1 Active, D2 Active (Dotted) D1 Inactive, D2 Inactive
DATA FROM APPS WITH MORE THAN 5,000 NEW USERS IN JANUARY 2016
DAY 1 AND 2 ACTIVITY = 550%+ RETENTION BY DAY 3
#2 FOCUS ON CONSISTENT ENGAGEMENT EARLY IN THE CUSTOMER LIFECYCLE
EFFECT OF RECEIVING A PUSH OR IN-APP WITHIN FIRST 24 HOURS
RE
TEN
TIO
N R
ATE
0%
8%
16%
24%
32%
40%
DAY
1 2 3 4 5 6 7 14 21 30
Campaign No Campaign
200% GREATER RETENTION AFTER 30 DAYS WITH ANY MESSAGE IN THE FIRST 24 HOURS
S O U R C E : A P P B O Y P R O P R I E TA R Y R E S E A R C H
USE PUSH TO HELP USERS FORM THESE HABITS EARLY AFTER INITIAL DOWNLOAD
#3 USE A MORE SEGMENTED APPROACH TO YOUR MARKETING CAMPAIGNS
SOURCE: APPBOY PROPRIETARY DATA FOR ANDROID
Push Open Rate vs Audience Send Size
PU
SH O
PE
N R
ATE
0%
2%
4%
6%
8%
10%
AUDIENCE SEND SIZE
1,000 - 5,000
5,000 - 10,000
10,000 - 20,000
20,000 - 40,000
40,000 - 80,000
80,000 - 160,000
160,000 - 320,000
320,000 - 640,000
640,000 - 1,280,000
1,280,000 - 2,560,000
2,560,000+
P U S H
E - M A I L
I N - A P P
M E S S AG E S
N E W S
F E E D
W E A R A B L E S
P E A K E N G AG E M E N T
U S E R SM O R N I N G M I D DAY E V E N I N G
PA U L
R AC H E L
BOOST ENGAGEMENT WITH MESSAGES THAT USE SEND-TIME OPTIMIZATION
25%RISE IN USER
ENGAGEMENT
SOURCE: APPBOY PROPRIETARY DATA
#4 PERSONALIZE YOUR MESSAGING AND LEVERAGE CONTEXT
COLOMBIA
GERMANY
KUWAIT
SOURCE: APPBOY PROPRIETARY DATA; CONVERSIONS = APP USAGE, CUSTOM EVENTS, PRODUCT PURCHASES
3XRISE IN
CONVERSIONS
PRODUCT OBSERVATION Customers click on local news stories more often than non-local stories
STRATEGY Deliver more locally-based content as it’s happening
METHOD: ENHANCED ALERTS Personalization by location and content preferences live alongside a highly customizable Alerts feed
RESULTS ABC News saw increased engagement and improved their regional push open rates
S O U R C E : A P P B O Y P R O P R I E TA R Y R E S E A R C H
CASE STUDY: ABC NEWS
SEAMLESS, CHANNEL-AGNOSTIC APPROACH TO CUSTOMER ENGAGEMENT
#5 USE COORDINATED MULTI-CHANNEL MESSAGING WHEN RUNNING CAMPAIGNS
S O U R C E : A P P B O Y P R O P R I E TA R Y R E S E A R C H
2.2xINCREASE IN
CONVERSIONS
131%RISE IN
TWO-MONTH RETENTION
1/ PRIORITIZE CUSTOMER ONBOARDING
2/ FOCUS ON ENGAGEMENT EARLY IN THE CUSTOMER LIFECYCLE
3/ USE MORE REFINED TARGETING AND SEGMENTATION STRATEGIES
4/ INCREASE THE EFFECTIVENESS OF YOUR OUTREACH WITH PERSONALIZATION
5/ SUPPLEMENT PUSH NOTIFICATIONS WITH ADDITIONAL MESSAGING CHANNELS
KEY TAKEAWAYS
JOIN APPBOY AT OUR BOOTH FOR OUR RECENTLY RELEASED DIGITS REPORT
