The Top 10 Mobile Marketing Automation Best Practices: Part II

For those who need a quick catch up - over the course of three posts I'm looking at some of the smartest and quickest ways you can deliver real ROI with your mobile marketing campaigns. And I'm doing so as a member of the Swrve customer success team who has worked with some of the world's largest and smartest apps companies and seen what works (and what doesn't!) The entries also let you know what you'll need to do (pre-requisites) both from a marketing and a development perspective.

So without further ado, here's three more ways to deliver knockout ROI with our mobile marketing automation efforts:

4. "Experience Feedback"

If your app redirects users to third parties - a flight or hotel search app for instance, that ultimately sends a user to another location to actually make the transaction - your business model should include collecting feedback on your customers’ experiences with those third party services. Affiliate business models like these often depend on peer reviews - their volume and quality being a key competitive differentiator and providing the social proof that leads to purchase.

Making it happen is simple. Either using push notifications or in-app messaging, request feedback after the date provided for the booking (when you’ll know they have used the service). If you use deep linking to open your app from a push in exactly the right spot to give feedback, you'll make the process as simple as possible (and get more reviews)!

 Prerequisites

 Marketing

  • Create various copy for the push notifications and in-app messages, to test which one most effectively prompts users to leave a review
  • Have your development team provide you with the list of deep links for push notifications.  Using these you can open the app at the appropriate spot when users interact with your push campaign.

 Development

  • Deep Links: Instrument deep links to open the app at the defined places

5. Welcome after Check-in

Be a part of the user’s experience - and show that you are paying attention - by opening up the lines of communication at the right time.  Allow your users to check in to their flight or hotel via the app and let them know you’re right there with them using an in-app message or push notification. It's relatively straightforward to create a 'check in' event if the customer uses an app to simplify the process, and when that event occurs it can trigger a range of potential campaigns.

You could simply welcome them to their hotel or airport with a timely message. oret them know you’re there for them if they need help.  But also consider partnering with other vendors, particularly in the airport, to offer discounts or special offers to enhance their experience.

Prerequisites

Marketing

  • Create copy for various messages
  • Identify partner organizations

Development

  • Events: Send an event when a user checks in
  • Deep links:
    • Deep link to a coupon code or second message with details of their deal
    • Deep link to online help if appropriate

 

6. App Update Reminder

Notifying users when you have new content or an update is a relatively simple push notification campaign, and yet it can be very effective. This is particularly true for the kind of lifestyle app that users will not be in every day. Travel apps, for example, are often designed for occasional use, and it helps to remind users of the app’s existence periodically so it is top of mind when they might need it. It’s also a great way to re-engage lapsed users.  Remember, these are users who already understand your business and as such are ‘low-hanging fruit’. Think of it as easy, inexpensive user acquisition.

Example:

A music app sent an update message to lapsed users who had not been in the app in the last month. The message told them about all of the cool features that were added in the last product update and encouraged the user to try them out. Of the users who responded to the push, 26% of those users became fully re-engaged and were still in the app on a regular basis 6 weeks later.

Prerequisites

Marketing

  • Create various copy for this kind of re-engagement campaign, perhaps highlighting different improvements or enhancements. This way you will discover what functionality is most intriguing to your users.

Development

  • Deep Links:  Create deep links to open the app at the point where the functionality being advertised is most relevant