This is the third post in our Mobile Marketing Strategies series, where we're tackling the building blocks of creating a framework for success with mobile marketing. See prior posts: 1) Building your First Mobile Strategy; 2) 5 Essentials for Implementing Your Mobile Messaging Strategy
If you read the first two articles in this series, “Building your First Mobile Strategy,” and “5 Essentials for Implementing Your Mobile Messaging Strategy,” you know how strongly we believe in aligning your mobile messaging with your user goals and your brand goals.
In today's post, we're looking at optimizing your mobile messaging.
Even without a staff of data scientists or a CRM system with a 360 degree view of your customer, there are incremental improvements you can make to your mobile messaging. The following principles can get you started at a tactical, campaign level.
Tagging for Messaging and Insights
The actions your mobile user takes signal their interests and intent. You can collect these actions in the form of tags for targeted messaging and for custom analytics events. We’ve seen a 4-7x increased response rate when messaging is targeted1!
Look at your app and identify the different high value tasks a new user might complete. For example:
- Are there places where automated messaging might improve an interaction?
- Are there features that are buried or hard to discover that could be highlighted in a welcome series?
The first actions a new user takes show their natural interests. For example, a music streaming service might want to capture what genre their user first explores. That implicit preference could be used for remarketing efforts if the user becomes lapsed.
Nine out of ten marketers agree that individualized marketing is a priority, yet only 50% of those surveyed use data to individualize messages and offers.
Tagging allows you to target your messaging and understand user actions related to notifications. With tagging in place, you’ll now be able to better analyze the effectiveness of your messaging.
Executing Targeted Messages
With tags in place, you can start sending segmented messaging.
Before pushing send, ask yourself:
- How is the message relevant to the user?
- Why does it matter here and now? Could this message be in Message Center or displayed as an in-app notification?
- What do you want the user to do? Is there a call to action, or is this purely for brand awareness? How is this message furthering your relationship?
- This very basic form of governance will help assure that your messaging is both useful and relevant.
After a messaging effort, ask yourself, “Did your messaging generate the response you were hoping for?”
What is your hypothesis if you didn’t get the response you were hoping for?
For low open rates: Was your message relevant to the user? Did you have a strong call to action?
For low open rates, but high influenced open rates: Try a different time of day.
For a decline in active users, or an increase in opt-outs: You may be pushing too often, or not offering enough value to the user.
You have an arsenal of messaging tools you can use: notifications, in-app messages, message center and interactive notifications. Would one of these tools better serve the type of message you are sending?
Keep in mind that what works now may not work tomorrow. By holding monthly or quarterly optimization meetings, your team will gain shared knowledge about your users and what they may respond to best.
Our strategic consulting team can help your team plan and optimize your mobile strategy and efforts for more effective mobile engagement. To learn more, check out our whitepaper on “Getting a Grip on the Mobile Engagement Gap.”