What you'll learn in this playbook
Messaging solves the major challenges mobile apps face with rising app install campaign costs and low activation rates.
It’s hard to maintain efficient customer acquisition campaigns for mobile apps.
Install costs are rising for social campaigns, and getting people to actually order after they download the app is difficult. Apple’s App Tracking Transparency framework also makes collecting customer signals for targeting more difficult.
In today’s crowded app landscape, how can you engage and convert new users and ensure they will contribute to revenue growth for your business?
How exactly can messaging achieve the above? Let’s dive into how it works at each step of the customer journey.
Nurture an ongoing relationship with each app user based on their preferences to accelerate acquisition and retention.
Here’s an overview of what the customer journey looks like from start to finish for this messaging playbook. It’s a best practice example from one of our customers.
It shows you how to send audiences into the messaging channel, 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 ads, organic search and social entry points, plus owned and offline channels.
2 | Engage & qualify
users to understand their individual needs and personal preferences.
3 | Convert leads
by sending personalized offers to segmented users in a private channel.
4 | Send notifications
on their preferred messaging app to drive ongoing engagement.
5 | Increase loyalty
with tailored and timely offers that grow sales and boost customer LTV.
Now that the steps of the customer journey are clear, let’s look at the type of customer data that is captured at each step.
ONE TO ONE PERSONALIZATION
Capture zero party data in a privacy-safe channel to improve your customer profiles, segment audiences, and reach them directly.
Engaging and qualifying customers in chat with a guided experience helps you capture zero party data on their preferences. You can use this to personalize your buyer journey in real-time.
Below is an example of how to structure the data from chat so you can build audience segments to re-engage customers one to one with push notifications from the messaging app.
This helps maximize conversions during the first engagement. But is also acts as the foundation for your re-engagement strategy. Each data point helps you build hyper-specific segments to personalize follow-up messages.
Segments you build in messaging channels can be continuously monetized over time. Kind of like email marketing, except that comparison doesn’t due the performance of messaging channels justice.
Re-engagement messages on messaging apps have open rates of around 80% with 25-45% CTR on average depending on the level of personalization.
Compare that to average email performance and you start to see why messaging can drive such a big revenue impact.
UberEats increases order volume 4× with Spectrm compared to ads that click to app.
Uber Eats acquires new app users by sending personalized offers in an automated one to one Messenger experience.
Uber Eats launched an automated Messenger bot to solve significant mobile app challenges. The company used paid and social entry points to acquire new app users, and directed them from Click to Messenger ads and social posts into a one to one Messenger chat.
After engaging new users on Messenger to understand their needs, Uber Eats sent personal offers and coupons to incentivize app installs.
Personalized offers and coupons encouraged app installs and orders. Uber Eats achieved:
- 6x more first order via Messenger compared to ads that click to app
- 80% decrease in cost per first order
- 4x more purchase via Messenger compared to ads that click to app
Once you’ve proven the impact, how can you scale it?
Grow your messaging audience faster by scaling entry points and channels.
Messaging playbooks help to quickly validate messaging as a revenue channel for your business.
Once you’ve validated the impact of your use case, you can start scaling this to new channels and growing your audience faster by introducing new entry points.
Here’s an overview of how you can connect with customers where they are, in the high intent moments that matter.