How to Craft Push Notifications That Users Actually Want to Receive

Adam Marchick

How To Cra! Push Notifications Users Actually Want To Receive February 2015 Presentation

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Adam Marchick - Kahuna - @adammstanford Adam Marchick is the CEO & co-founder Kahuna and an advisor to Heads of Mobile around growth, engagement and revenue. Before Kahuna, Adam was an early member of the Facebook growth team and funded mobile enterprise companies at Bain Capital Ventures ad Menlo Ventures.

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1 Opportunity and Challenges

2

Cra"ing User Centric Push Notifications 3

Examples, Best Practices, and Ge!ing Started

Table of Contents

Gathering the Right Data

4

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What is the opportunity?

1

Opportunity & Challenges


Source: comScore

What are the challenges?

1

Mobile ecosystem is fragmented Time spent across platforms


0%

20%

40%

60%

80%

100%

Mobile websites Social Native Apps

Consumers have many touch points with your brand.

Competition is fierce


1.2 million apps available

1.3 million apps available

Mobile customers are complex


Mobile engagement is nuanced


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How do you address these

challenges?

Understand & Engage

Gathering the right data

2

Gathering the right data can be hard


•  Billions of records

•  Non-linear, multi-device user interactions

•  Data coming from many sources

•  Data types include user actions, descriptors and more

What data should you gather?


•  User engagement state

•  User behavior – across multiple devices, mobile and web

•  User a!ributes

•  User response data

Data informs how you communicate with your customers


Location Timing Behavior Preferences Device

Cra"ing User-Centric Push Notifications

3

Notifications should enhance, not harm, the user experience

Cra"ing user-centric push notifications

Talk to the right people


Make it personal


Test & optimize rigorously

13%

20%

31%

7% 16%

2%

Message 1 Message 2 Message 4 Message 3 Control group Message 5

16%


Get the timing right


Know how to measure success

•  Goal achievement

•  User engagement

•  App uninstalls & push opt-outs


Examples, Best Practices, and Ge!ing Started

4

Onboarding Users With Personalized Messaging

Examples & best practices

Lifecycle messaging for engagement 47%

UPLIFT IN USER ENGAGEMENT

Yummly onboarding flow


Yummly onboarding notifications and results

47% UPLIFT IN ENGAGEMENT

1300% UPLIFT IN CONVERSIONS


Engage users at every stage in the lifecycle

REDUCED USER CHURN BY 8 PERCENTAGE POINTS


Targeting users by engagement state

8tracks now We have over a million playlists. Awww yeah. slide to view

8tracks now Never be annoyed by audio ads again. slide to view

8tracks now Hey there. You kinda seem like you could use a playlist, and we’ve got the perfect one. slide to view

8tracks now Since you liked that mix, we’ve got tons of recommendations for you. slide to view


Optimizing for cart conversions

43% INCREASE IN MOBILE PURCHASES


Message optimization in action

1800Flowers now Forget Something? Come back and send a truly original gift! slide to view

Message B A

1800Flowers now Forget Something? Come back and SAVE 15% with Promo Code MYCART slide to view

Message


And the winner is…

1800Flowers now Forget Something? Come back and send a truly original gift! slide to view

Test Message B

Kahuna sends users the winning message variant at the optimal time.


What to watch out for

Messaging the device, not the person


A/B testing gone wrong

Testing without a control group

Testing across different user segments


Tracking the wrong metrics

•  Engagement rate > CTR

•  Revenue > CTR

•  Goal achievement > CTR


Thinking it’s all upside

•  Push opt-outs

•  App uninstalls


Ge!ing Started

Top Lifecycle Campaigns for Mobile

New users Gather information & inspire sticky user experience

Registration incentives & onboarding campaigns

Engaged users Incentivize mobile conversions and brand advocacy

Cart fulfillment, referral incentives & VIP campaigns

Passerby Users Re-introduce the value proposition of your app

Personalized new feature alerts

Dormant Users Inspire re-engagement Affinity-based offers & campaigns

Goal Campaign Suggestion

Ge!ing started

Registration incentives for first-time users

Ge!ing started


Find users who…

•  Have used the app only one time

•  Have not registered

•  Have browsed food

Ge!ing started

Ge!ing started


Send them a personalized registration incentive…

You type:

Your user sees:

Affinity-based offers for re-engaging dormant users

Ge!ing started

Ge!ing started

Affinity-based offers for re-engaging dormant users

Find users who…

•  Have been dormant for 5 days

•  Have listened more than 2 times

Ge!ing started

Affinity-based offers for re-engaging dormant users Send them a personalized offer…

You type:

Your user sees:

Cart conversion messages for engaged users

Ge!ing started

Ge!ing started

Cart conversion messages for engaged users

Find users who…

•  Added an item, but did not complete the purchase

•  Cart value > $100

Ge!ing started

Cart conversion messages for engaged users Send them a personalized offer…

You type:

Your user sees:

Questions?

Adam Marchick CEO & Co-founder

Kahuna @adammstanford

[email protected]

Thue Madsen Marketing Operations Specialist

KISSmetrics @ThueLMadsen

[email protected]

THANK YOU

Adam Marchick CEO & Co-Founder, Kahuna

How to Craft Push Notifications That Users Actually Want to Receive

Marketing

Transcript of How to Craft Push Notifications That Users Actually Want to Receive