Mobile Marketing Benchmarks: How Do You Stack Up?
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Transcript of Mobile Marketing Benchmarks: How Do You Stack Up?
Doug RobergeStrategic Services
Kahuna
Today’s speaker
Housekeeping
• Webinar will be recorded and emailed out• Have a question during the webinar?
- Ask us via the comments box- Q&A time at end of webinar
• Let’s get social! Tweet us with:- #mobilemetrics or @Kahuna
Source: Gartner (June 2014)
2013 2014 20150
200
400
600
800
1000
1200
1400
1600
1800
2000
269 276
261206 256
320
1806 18631946
PCs Tablets Mobile phones
(in millions)
Tablet sales overtake PC sales
The game has changedWorldwide Device Shipments, 2013 - 2015
#mobilemetrics
Consumers are channel agnostic
Source: KPCB/Mary Meeker: Internet Trends 2015 report
Daily time spent per adult user with digital media
2008 2009 2010 2011 2012 2013 2014 2015YTD0
1
2
3
4
5
6
0.3 0.3 0.4 0.81.6
2.3 2.6 2.82.2 2.3 2.42.6
2.52.3
2.4 2.4
0.2 0.30.4
0.3
0.30.3
0.30.4
Mobile PC Other connected devices
Hours per day
2.7 3.0 3.23.7
4.34.9
5.3 5.6
12% of total
80% of total
9% of total
51% of total
42% of total
7% of total
#mobilemetrics
Retention just got more important
#mobilemetrics
Use of mobile communication tools like push messaging is still maturing
#mobilemetrics
How Do
You Stac
k Up?
#mobilemetrics
Kahuna Mobile Marketing IndexA quarterly report on customer engagement metrics
#mobilemetrics
Methodology Data collected & aggregated from:
400 million user profiles
500 million+ events per day
Q3 2015
#mobilemetrics
Deliver utility with messaging to boost and maintain opt-in rates
Company nowYour message here!
slide to viewX% of customers are opted in to receive push messaging
#mobilemetrics
Deliver utility with messaging to boost and maintain opt-in rates
Company nowWith great power comes great responsibility
slide to view
64% of customers are opted in to receive push messaging
#mobilemetrics
Android outpaces iOS due to its opt-in process
Push Opt-in Rates
#mobilemetrics
Verticals with utility-focused communication have higher opt-in
Push Opt-in Rates
Games, health & fitness, real estate and travel & transportation have the
highest overall opt-in rates
#mobilemetrics
Tactics to boost opt-in rates
• Set expectations clearly and convey the value of messaging
• Know when to make the ask, and when not to
• Use other channels to help yourself out• Expose messaging preference settings and
make it easy to toggle them on or off
#mobilemetrics
Mobile customers are hard to get and easy to lose
X%of customers who download your app will not
be retained after 90 days without an engagement marketing strategy
#mobilemetrics
Mobile customers are hard to get and easy to lose
89%of customers who download your app will not
be retained after 90 days without an engagement marketing strategy
#mobilemetrics
Personalized communication doubles 30, 60 & 90 day retention
#mobilemetrics
Personalized communication doubles 30, 60 & 90 day retention
123%
#mobilemetrics
Personalized communication doubles 30, 60 & 90 day retention
186%
#mobilemetrics
Messaging differentiates apps in competitive verticals
7x retention uplift for 90 day retention of music app customers
#mobilemetrics
Messaging drives unplanned visits to sporadically used app verticals
100%+ retention uplift across 30, 60 and 90 day periods for each
#mobilemetrics
Tactics to boost app retention using messaging
• Don’t be coy, convey your value immediately
• Create momentum by encouraging virtuous actions
• Make every interaction for customers easy• Measure the impact of everything
#mobilemetrics
Messaging safeguards against the dreaded opt-out
Push Uninstall Rate & Opt-out
#mobilemetrics
Intelligent messaging helps media and gaming apps stay top of mind
2x less likely to churn as a result of intelligent messaging
#mobilemetrics
Tactics to reduce opt-outs and uninstalls
• Get personalization right• Keep messaging short and to the point• Watch your cadence• Be careful with location triggers
#mobilemetrics
Email has evolved into a mobile communication channel
X%of emails sent by mobile-centric brands are
opened on mobile devices
#mobilemetrics
Email has evolved into a mobile communication channel
70%of emails sent by mobile-centric brands are
opened on mobile devices
#mobilemetrics
Click-to-Open rates are higher on desktop than mobile for now
CTOR -- mobile vs. PC
#mobilemetrics
Simple steps to boost email engagement on mobile
• Incorporate mobile behavioral data into email campaigns
• Mind the messaging medium• Consider your customer’s overall experience
#mobilemetrics
Let’s recap
Average uninstall rate (with messaging):
0.24%Average email open rate on mobile:
70%
Average push opt-in rate:
64%Average 30 day retention
(with messaging):
51%
#mobilemetrics
*mobile-focused brands
Not seeing the same results? It’s time to change your approach
#mobilemetrics
Questions?
