What you'll learn in this playbook
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.
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 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.
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.
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.
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?
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.