What you'll learn in this playbook
Messaging solves the major challenges mobile apps face with app retention rates and increasing revenue per user.
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 | Build audience
directly from your app and add more paid and organic entry points on social later.
2 | Engage & qualify
users to understand their individual preferences and build high value segments.
3 | Convert users
by sending personalized offers, gifts, and upgrades in private DMs.
4 | Send notifications
to opted-in users on their preferred messaging app for ongoing engagement.
5 | Increasy loyalty
with tailored offers to boost app retention rates and 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.
GSN Games grow revenue 10× for less active user segment by using recurring notifications on Messenger
GSN Games activates app users by sending personalized tokens in a one to one Messenger chat conversation.
GSN Games launched an automated Messenger experience. The company used an in-app entry point, and directed customers into a Messenger conversation directly from their mobile app. This way they managed to build a new audience and activate younger customers on Messenger.
The Messenger bot engaged customers with an interactive conversation and offered tokens for participation.
GSN Games’ Messenger bot was great success among users:
- 40% of users opted in to chat on Messenger for prizes and special offers.
- By collecting customer signals from chat conversations to improve personalization, GSN Games achieved 2x longer “session length in app” for Messenger users vs the app notification control group.
- The new Messenger users have also brought 10x more “high payers” compared to the app notification group.
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.