How to Re-Engage Your Mobile Users Before and After the Holiday Season
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This document summarizes a webinar about re-engaging mobile app users before and after the holiday season. The webinar featured speakers from Pinterest, Branch, and AppLift discussing strategies for user re-engagement through push notifications, email, and mobile app retargeting. Specific techniques discussed included deep linking users from various marketing channels into apps, using product feed integration with retargeting ads, and designing dynamic and personalized ads targeted to user data and behaviors. The overall message was that retaining and reactivating existing users is important for ongoing app success and driving actions like conversions.
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How to Re-Engage Your Mobile Users Before and After the Holiday Season
- 1. AppLift Webinar How to Re-engage Your Users Before and After the Holiday Season Speakers: John Egan, Growth Engineer Manager, Pinterest Alex Austin, CEO, Branch.io Hugo Gersanois, CSO, AppLift
- 2. 2 Re-engaging Users for the Holidays X John Egan Engineering Manager - Notifications Team @ Pinterest
- 3. 3X Pinterest is a catalog of ideas 3Source: Millward Brown Pinterest Study | December 2015 88% of Pinners say they 鍖nd new ideas on Pinterest
- 4. 4X Source: Pew Research; internal data; ComScore 80% on mobile >45% international 40% of online millennials reached >100m users 50bPins 1bboards Were big, growing and were mobile
- 5. 5
- 7. 7X
- 8. 8X
- 9. 9X
- 10. 10 Last Year X
- 11. 11X
- 12. 12X
- 13. 13 Scalability X
- 15. 15X CRP 3 6
- 16. 16 This Year X
- 17. 17X
- 18. 18
- 20. 20 John Egan Growth Blog: jwegan.com Email: me@jwegan.com Twitter: @jwegan_com Pinterest: pinterest.com/jwegan X
- 21. Drive App Growth and Engagement with a Seamless Mobile Experience Powered by Deep Linking presents
- 22. Alex Austin CEO/Founder @illustriousalex About Me & Branch Avid mobile dev & entrepreneur Founded Branch in June 2014 Based in Palo Alto, CA $53M in total funding 15,000+ apps & 1.5 billion daily users
- 23. Branch is the deep linking infrastructure for the worlds best apps.
- 24. What is deep linking?
- 25. A deep link takes you to specific page. Most web links are deep links.
- 26. http://www.colehaan.com This is not a deep link. It links to the home page.
- 28. http://www.colehaan.com/pinch-campus-penny-loafer-sequoia-ivory This is a deep link. It links to a pair of shoes on ColeHaan.com
- 30. Deep links are broken in mobile. They rarely open up the native app.
- 34. SHORT LINKS zappos.app.link/redshoes branded, short links cross platform (6000+ edge cases) mobile optimized What is Branch?
- 35. SHORT LINKS DEEP LINKING zappos.app.link/redshoes branded, short links cross platform (6000+ edge cases) mobile optimized zappos.app.link/redshoes red shoes on website red shoes in app What is Branch?
- 36. SHORT LINKS DEEP LINKING ATTRIBUTION zappos.app.link/redshoes branded, short links cross platform (6000+ edge cases) mobile optimized zappos.app.link/redshoes red shoes on website red shoes in app view click install purchase What is Branch?
- 37. A revolution is changing the rules of ecommerce. ARE YOU GETTING LEFT BEHIND? BETTER RESULTS FOR MOBILE ECOMMERCE YOUR APP MATTERS. 30% higher repeat shopper rate app users are 18X more loyal than web users converts 120% better than mobile web
- 38. How to use deep linking to maximize app conversions
- 40. mobile web is the largest source of installs that no one talks about.
- 41. 2 31
- 42. JOURNEYS WEB-TO-APP CONVERSION Deep linking from mobile web-to-app with Branch was a game-changer for us. Branch creates a seamless experience across platforms -- we're seeing a 7x increase in first week in-app purchase rate from Journeys users. Lauren Picasso, Director of Mobile increase in daily downloads 3X7X higher in-app purchase rate
- 43. USED BY: 20% Install-to-booking rate Optimize conversion from ads using links that keep context DEEP LINKED INSTALL ADS
- 45. 70% of emails get opened on mobile 98% of links in emails route to mweb 40% of mobile users should enter the app
- 46. Source: https://www.internetretailer.com/2014/08/13/jackthreads-proves-deep-linking-e-mail-apps-boosts-sales lift in revenue per email DEEP LINKED MARKETING EMAILS 21% Attributable results mobile email clicks that launch the app 40% Source: http://www.prnewswire.com/news-releases/branch-launches-the-first-cross-channel-mobile-marketing-solution-that-unifies-mobile-experiences-between-native-apps-and-major-digital- channels-300316702.html
- 47. Missing $100,000 in revenue per 10M emails sent
- 48. DEEP LINK FROM SOCIAL MARKETING POSTS
- 49. DEEP LINK FROM SOCIAL SHARES
- 50. Native mobile is taking over Capture the lowest hanging fruit Get your best users in you app & reap the reward Get better results at every stage of the funnel than mobile web Increase activation, engagement, and retention this holiday season Use the channels you already have to grow Every holiday strategy has something to gain from deep linking
- 51. Alex Austin CEO & co-founder, Branch @illustriousalex @branchmetrics Thanks! Get started at branch.io
- 52. Moving Beyond the Install Hugo Gersanois, CSO
- 53. The 3 Steps of the App Marketing Lifestyle
- 54. Launching your app is just the beginning: 23% of users abandon an app after the initial install
- 55. Retaining users continues to be difficult Source: AppBoy
- 56. A mobile user has an average of 33 apps installed on their device 3 Apps account for 80% of app usage 80% of time
- 57. Users shop on their smartphones Mobile transactions are a reality
- 58. How do you re-engage your users? 58
- 59. Push Notifications Increase in user engagement and retention App user retention increases 45% within the first 30 days of downloading the app (with push enabled) Source: Localytics 2016 Available to users in real time
- 60. Email Re-engagement Allows precise targeting and better engagement 72% of people send and receive emails via their mobile device Source: Retargeting.biz 2015
- 61. Mobile App Retargeting Allows precise targeting and provides the best user experience through deep linking
- 63. Mobile app retargeting Retain your users and trigger actions Re-design Paying Users Non-Active (Churn)
- 64. They are already your users Make them convert Your App The Right Message
- 65. Campaign combinations unleash a world of opportunities by using your data Re-design Retain the users who matter Show them the right creatives Integrate with your product feed Drive them to action with deep linking
- 66. API Integration CSV Download Retain users that matter Dynamic audienceStatic audience Retarget the right segment with a simple CSV upload of Device IDs Connect your attribution/CRM solution to our platform through API calls for 1:1 retargeting
- 67. Show the right creatives Dynamic AdStatic Ad User Meant to reach the whole retargeted segment Created with any type of rotating creative component (product feed)
- 68. Design dynamic personalized ads User data Creative assets Ad template Dynamicad
- 70. Making sure users come back to your app with deep linking Your Ad InstalledAppAppStore
- 71. Key takeaways Launching your App is easy, keeping your users active is a skill Your data is an essential part in retaining your users Messaging is key
- 72. Q&A