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Premier League is the highest level of the men’s English football league system, contested by 20 clubs.
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Premier League's messaging strategy solves the major challenges mobile apps face with engaging less active app user segments
It’s hard to engage less active mobile app users to increase retention KPIs.
Many people limit, or completely turn off, mobile app notifications on their phones. Apple’s App Tracking Transparency framework also makes collecting customer signals for retargeting more difficult. App uninstall win back campaigns are complex and costly.
So how did messaging help mobile app marketers at Premier League connect with their audiences and increase app retention?
Premier League nurtures an ongoing relationship by converting specific segments directly from their app into their preferred messaging channel
Here’s an overview of the Premier League customer journey from start to finish.
It shows you how to send audiences into Messenger from Facebook ads, how to engage and qualify them, typical conversion paths, and then how to re-engage them to increase customer lifetime value.
1 | Acquire users
with paid and organic entry points.
2 | Engage & qualify
understanding each user needs and preferences.
3 | Convert users
into your app to redeem offers.
4 | Send notifications
to opted-in users based on their individual preferences.
5 | Increasy loyalty
with tailored offers to continuously drive app traffic and LTV.
Premier League captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Incentivising less active app users in chat with a guided experience helps Premier League capture zero party data on their preferences. They use this to personalize the buyer journey in real-time and send exclusive content and special prizes.
Below is an example of how Premier League structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Messenger.
Premier League increases customer engagement and app retention with exclusive content and in-app prizes
It’s not easy to encourage users to use an app once they downloaded it. Premier League managed to incentivize their less active app users by offering exclusive content and in-app special prizes in a fully automated guided experience on Messenger.
Using zero party data from chat conversations to understand customer needs, Premier League sent special prizes on Messenger that could be redeemed in their mobile app. This encouraged customers to use the app, significantly increasing app retention rates.
The personalized offers sent via Messenger also enabled Premier League to reach each contact directly even if they uninstalled the app and win back users with special coupons.