Not Just a Hookup: Marrying Your Push & Email Strategies
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Not Just A Hook Up: Marrying Your Push And Email Strategies
Transcript of Not Just a Hookup: Marrying Your Push & Email Strategies
Not Just A Hook Up:Marrying Your Push And Email
Strategies
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:- #pushandemail or @Kahuna
Agenda- The mobile opportunity: Reaching your
customers anytime, anywhere
- The challenge: Delivering content that your customers care about
- Understanding the difference between channels
- How it gets done: Best practices for an integrated push & email strategy
PUSH EMAIL
The Mobile Opportunity:
Reaching Your Customers Anytime, Anywhere
Mobile has enhanced your ability to reach customers
Email has become a mobile channel
70% of emails are opened on mobile devices*
*Source: Kahuna customers who opted into benchmarking
Push remains the most effective way to re-engage your app audience
Company nowWith great power comes great responsibility
slide to view
64% of customers are opted in to receive push messaging
Push remains the most effective way to re-engage your app audience
Company nowWith great power comes great responsibility
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125% 30 day retention uplift for users who have received push messaging
Both channels benefit from customers now being “always on”
Consumers are hooked on their devices
44% of US adults say they could not go one day without their mobile
phone
Consumers are hooked on their devices
81% of consumers say they keep their phone near them at all times while
they are awake.
Consumers are hooked on their devices
63% of consumers say they sleep with their phone
as well.
The Challenge:
Delivering content that your customers care about
Always on doesn’t mean, always wanting to be messaged
YoHey
HiLook here
It’s made clear when we examine the effectiveness of old approachesEmails sent from businesses to consumers are up 14%
since 2013
Email click-to-open rates are down 25% since
2013Source: eMarketer
Many customers delete promotional email without even reading them
42%
delete promotional email without reading it
Source: Forrester Research, “Take Advantage of Positive Email Attitudes”
And, taking the wrong approach to push won’t drive the results you want
Push Uninstall Rate & Opt-out
Understanding the difference between channels
Email and push span digital engagement channels
PC Mobile Tablet Wearables
Push
How do you decide which to use?
Push EmailOR
How do you decide which to use?
Push Email
Goal
OR
Consider:Message ContentChannel AvailabilityResponse Rate Timing
When to Use Email
Push
Email Goal: Emails can be used to drive interactions in any channel. The more complicated the action you are trying to drive is (e.g., refinancing a loan) the better suited a message is to email.
Message: Longer, more content heavy messages.
Availability: All users opted in to receiving email.
Response Rate: Low
Timing: Non-immediate
When to use Push
Push
Email Goal: Bring users back into the app and incentivize action
Message: Short, simple with a specific call to action
Availability: Can only be sent to users who have downloaded the app and are opted in to push
Response Rate: High
Timing: Immediate
How it gets done
THE KAHUNA APPROACH.
Understand Engage Optimize
It requires a new approach
Create a centralized view of the customer
Jessica Smith
Sunday, 9AMBEST TIME / DAY TO CONTACT
28 day agoDORMANT SINCE
Mar 20, 2014LAST USE
Jan 4, 2014FIRST USE
Lifetime value More about Jessica
User credentials
Jessica’s devices
Jessica’s top activities
5TOTAL PURCH.
9TOTAL ITEMS
$1,927.00PURCHASE HISTORY
iPhoneiPadSafari on mobile
Galaxy s5Google Chrome on desktop
Added to cart
Purchased
Viewed
Black Gucci handbagLAST ITEM VIEWEDChanel SunglassesLAST ITEM PURCHASEDHandbagLAST CATEGORY VIEWEDAccessoriesLAST CATEGORY PURCHASEDNew YorkLOCATION
USER INFORMATION
BEHAVIOR OVERVIEW
Know which channel to use
Sarah - Having company? Come in Tuesday after work for half off all organics.
Jo - Get Fueled! Come in Friday before soccer for half off all bacon burgers.
Tim - Looking for a late night snack? We’re open. Come in now for half off all slices.
Orchestrate an automated “chain of command”
Push
In-app
Find the right cadence for your audience
Listia’s Onboarding emails receive higher engagement rates when they are based off of real time goal completion data and aren’t spammy.
Test and iterate, fast
Have metrics that measure action, not simply clicks or opens
For email: Look to quantify what happens after the open & click
• Delivered• Open• Click- through• Invalid/rejected• Blocked
• Bounced• Spam reported• Unsubscribe
Classic Email Metrics
For email: Look to quantify what happens after the open & click
• Delivered• Open• Click-through• Invalid/rejected• Blocked
• Bounced• Spam reported• Unsubscribe
Classic Email Metrics
+
++
Metrics To Add
Email goal achievement (through lifecycle)
Email engagement rate
Engagementuplift
For push: Focus on the action and positive experience indicators
• Scheduled • Delivered
Basic Push Metrics
Metrics that Matter
Email engagement rate
+
++
Goals achievedEngagement rate Uninstalls & push opt outs
Five universal best practices for push and email
1) Individually personalize the content
Personalization made easy. Simply pair merge tags with
Kahuna-recorded attribute & event data.
2) Optimize for best performing copy
12xconversion rate on best performing copy
87%+distribution of that copy, automatically, using RevIQ
A B
3) Time it right
3) Time it right
PREFERRED TIME OF DAY
% O
F US
ERS
8 PM4 PM12 NOON
8 AM
4 AM
12 AM
10.5%
7.5%
4.5%
1.5%
10 PM
12 PM
3) Time it rightBrowse
products Add to cart Purchase
4) Remove the hurdles
5) Let machine learning do the heavy lifting
Recap: Do’s and Don’ts Do Don’t
Create a centralized view of the customer
Message based on device IDs
Understand which channel to use Send blindly through all channels
Orchestrate an automated chain of command
Have campaigns siloed to one channel only
Find the right cadence Over message to drive results
Test and iterate, fast Make a series of educated guesses that don’t build off prior learnings
Prioritize metrics that speak to customer actions taken and the overall
experience
Default to tired metrics that don’t convey the real value of push and
email programs
Questions?
