not just a hookup: marrying your push & email strategies

Not Just A Hook Up:Marrying Your Push And Email

Strategies

Doug RobergeStrategic Services

Kahuna

Today’s speaker

Housekeeping

• Webinar will be recorded and emailed out• Have a question during the webinar?

- Ask us via the comments box- Q&A time at end of webinar

• Let’s get social! Tweet us with:- #pushandemail or @Kahuna

Agenda- The mobile opportunity: Reaching your

customers anytime, anywhere

- The challenge: Delivering content that your customers care about

- Understanding the difference between channels

- How it gets done: Best practices for an integrated push & email strategy

PUSH EMAIL

The Mobile Opportunity:

Reaching Your Customers Anytime, Anywhere

Mobile has enhanced your ability to reach customers

Email has become a mobile channel

70% of emails are opened on mobile devices*

*Source: Kahuna customers who opted into benchmarking

Push remains the most effective way to re-engage your app audience

Company nowWith great power comes great responsibility

slide to view

64% of customers are opted in to receive push messaging

Push remains the most effective way to re-engage your app audience

Company nowWith great power comes great responsibility

slide to view

125% 30 day retention uplift for users who have received push messaging

Both channels benefit from customers now being “always on”

Consumers are hooked on their devices

44% of US adults say they could not go one day without their mobile

phone

Consumers are hooked on their devices

81% of consumers say they keep their phone near them at all times while

they are awake.

Consumers are hooked on their devices

63% of consumers say they sleep with their phone

as well.

The Challenge:

Delivering content that your customers care about

Always on doesn’t mean, always wanting to be messaged

YoHey

HiLook here

It’s made clear when we examine the effectiveness of old approachesEmails sent from businesses to consumers are up 14%

since 2013

Email click-to-open rates are down 25% since

2013Source: eMarketer

Many customers delete promotional email without even reading them

42%

delete promotional email without reading it

Source: Forrester Research, “Take Advantage of Positive Email Attitudes”

And, taking the wrong approach to push won’t drive the results you want

Push Uninstall Rate & Opt-out

Understanding the difference between channels

Email and push span digital engagement channels

PC Mobile Tablet Wearables

Email

Push

How do you decide which to use?

Push EmailOR

How do you decide which to use?

Push Email

Goal

OR

Consider:Message ContentChannel AvailabilityResponse Rate Timing

When to Use Email

Push

Email Goal: Emails can be used to drive interactions in any channel. The more complicated the action you are trying to drive is (e.g., refinancing a loan) the better suited a message is to email.

Message: Longer, more content heavy messages.

Availability: All users opted in to receiving email.

Response Rate: Low

Timing: Non-immediate

When to use Push

Push

Email Goal: Bring users back into the app and incentivize action

Message: Short, simple with a specific call to action

Availability: Can only be sent to users who have downloaded the app and are opted in to push

Response Rate: High

Timing: Immediate

How it gets done

THE KAHUNA APPROACH.

Understand Engage Optimize

It requires a new approach

Create a centralized view of the customer

Jessica Smith

Sunday, 9AMBEST TIME / DAY TO CONTACT

28 day agoDORMANT SINCE

Mar 20, 2014LAST USE

Jan 4, 2014FIRST USE

j.smith@email.com

Lifetime value More about Jessica

User credentials

Jessica’s devices

Jessica’s top activities

5TOTAL PURCH.

9TOTAL ITEMS

$1,927.00PURCHASE HISTORY

j.smith@email.comEMAILjessica.smithUSERNAME

iPhoneiPadSafari on mobile

Galaxy s5Google Chrome on desktop

Added to cart

Purchased

Viewed

Black Gucci handbagLAST ITEM VIEWEDChanel SunglassesLAST ITEM PURCHASEDHandbagLAST CATEGORY VIEWEDAccessoriesLAST CATEGORY PURCHASEDNew YorkLOCATION

USER INFORMATION

BEHAVIOR OVERVIEW

Know which channel to use

Sarah - Having company? Come in Tuesday after work for half off all organics.

Jo - Get Fueled! Come in Friday before soccer for half off all bacon burgers.

Tim - Looking for a late night snack? We’re open. Come in now for half off all slices.

Orchestrate an automated “chain of command”

Push

Email

In-app

Find the right cadence for your audience

Listia’s Onboarding emails receive higher engagement rates when they are based off of real time goal completion data and aren’t spammy.

Test and iterate, fast

Have metrics that measure action, not simply clicks or opens

For email: Look to quantify what happens after the open & click

• Delivered• Open• Click- through• Invalid/rejected• Blocked

• Bounced• Spam reported• Unsubscribe

Classic Email Metrics

For email: Look to quantify what happens after the open & click

• Delivered• Open• Click-through• Invalid/rejected• Blocked

• Bounced• Spam reported• Unsubscribe

Classic Email Metrics

+

++

Metrics To Add

Email goal achievement (through lifecycle)

Email engagement rate

Engagementuplift

For push: Focus on the action and positive experience indicators

• Scheduled • Delivered

Basic Push Metrics

Metrics that Matter

Email engagement rate

+

++

Goals achievedEngagement rate Uninstalls & push opt outs

Five universal best practices for push and email

1) Individually personalize the content

Personalization made easy. Simply pair merge tags with

Kahuna-recorded attribute & event data.

2) Optimize for best performing copy

12xconversion rate on best performing copy

87%+distribution of that copy, automatically, using RevIQ

A B

3) Time it right

3) Time it right

PREFERRED TIME OF DAY

% O

F US

ERS

8 PM4 PM12 NOON

8 AM

4 AM

12 AM

10.5%

7.5%

4.5%

1.5%

10 PM

12 PM

3) Time it rightBrowse

products Add to cart Purchase

4) Remove the hurdles

5) Let machine learning do the heavy lifting

Recap: Do’s and Don’ts Do Don’t

Create a centralized view of the customer

Message based on device IDs

Understand which channel to use Send blindly through all channels

Orchestrate an automated chain of command

Have campaigns siloed to one channel only

Find the right cadence Over message to drive results

Test and iterate, fast Make a series of educated guesses that don’t build off prior learnings

Prioritize metrics that speak to customer actions taken and the overall

experience

Default to tired metrics that don’t convey the real value of push and

email programs

Questions?

Let’s stay in touch+1.650.285.0210info@kahuna.com

To learn more visitKAHUNA.COM