Fantasy Premier League drives app retention by engaging users with exclusive content and prizes on Messenger
- 35% Avg. opt-in for recurring notifications
- 27% CTR for recurring notification messages
What you'll learn in this playbook
- Best practices for app acquisition on Messenger
- What an ideal customer journey looks like
- Ways to structure conversational data
- Segmenting customers for one to one retargeting
- How to grow your messaging audience faster
CHALLENGE
Messaging strategy solves the major challenges mobile apps face with engaging less active app user segment
It’s hard to engage less active mobile app users to increase app retention rates.
Many people limit, or completely turn off, mobile app notifications on their phones. And even when notifications are turned on, it’s not easy to compete for attention among the many notifications apps send on a daily basis.
Apple’s App Tracking Transparency framework also makes collecting customer signals for retargeting more difficult. App uninstall win back campaigns are complex and costly.
Push notifications
Increase engagement with 80% Messenger notification opt-ins and reach contacts directly even if they uninstall your app.
Signals
Collect customer signals to improve personalization and increase order frequency with hyper relevant offers.
Audience growth
Build new seed audiences that grow with each event and activate younger customers on their preferred channel.
Ongoing engagement
Drive continuous value with a directly reachable messaging audience you can engage with free recurring notifications.
How exactly can messaging achieve the above? Let’s dive into how it works at each step of the customer journey.
CUSTOMER JOURNEY
Nurture an ongoing relationship by converting specific segments directly from your app into their preferred messaging channel.
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 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.
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.
Customer profile
Thomas Barbely
First seen: September 20, 2022
Source: Facebook profile message button
Source: Facebook profile message button
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.
SUCCESS STORY
Premier League increases customer engagement and app retention with exclusive content and in-app prizes
Premier League activates app users by sending exclusive content and tokens in a one to one Messenger chat conversation.
35%
avg. opt-in for recurring notifications
27%
CTR for recurring notification messages
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.
Once you’ve proven the impact, how can you scale it?
SCALE
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.
Talk to a conversational specialist about increasing app retention
See how marketers use messaging playbooks to grow revenue.
37% total app install rate
Proximus drives app installs with a paid campaign on Instagram, then boosts retention with recurring notifications sent before each Belgium game during the 2022 World Cup.
INCREASED IN STORE SALES
Rewe delivers targeted promotions to grocery shoppers on their preferred messaging app to grow repeat sales and increase LTV.
3.2x incremental ROAS
Zalando increases engagement by sending offers in private Messenger DMs during live shopping events.
10x more high payers
GSN Games grows revenue 10x compared to BAU by converting less active app users into Messenger.
94% CTR to landing page
Omio increases ticket sales and engagement by automating their FAQs on Instagram.
6x more first orders
Uber Eats increases app acquisition efficiency with personal offers sent privately on Messenger.
30% more purchases
Deichmann recommends shoes on Messenger based on preferences and budget.
-59% cost per conversion
Beliani inspires new customers with recommendations for their personal style on Messenger.
3x higher CTR
Volkswagen books test drives for their new electric vehicles by guiding customers to find their ideal car.