mobile notification best practices
Post on 13-Jan-2017
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TRANSCRIPT
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Mobile Notification Best Practices
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Diana Laboy-RushSenior Product Marketing Manager
Urban Airship
Alyssa MerittHead of Strategic
ConsultingUrban Airship
Today's Presenters
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Agenda
• Mobile Notification Types Explained
• Cross-Channel Marketing Implications
• Your Top Questions, Answered
• Key Takeaways
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Mobile Notification Types
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Overview of Notification Types
MobileWallet
In-App Messages
MessageCenters
Rich (Interactive
) Notification
s
PushNotifications
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Push Notifications Overview
• Opt-in messages delivered directly to phone or tablet home screen
• Broadcast or targeted• Real-time or scheduled• Location-based• Easy to create with • Deep Link Capability
Light up their screen
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Push Notification Best Practices1. Identify the action
desired2. Make it timely and
relevant with context
3. Focus on in-the-moment
4. Use precision targeting
5. Make it a conversation
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Can They Read It?
Maximum characters by operating system and device
Message Length
43 characters: The briefest display type is "banner style" on iOS with an iPhone 4/4S.
37 characters: The briefest display type on Android in "lock screen portrait" on Nexus 5, 6 and 6P.
Here’s what concise messages around 40 characters look like:
Retail: "Members only: 20% off shoes. Shop now!"
News: "BREAKING: DC homicide suspect in custody."
Travel: "CHANGE: Flt 39 departing from gate C2."
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Rich Notificatio
n
The New Paradigm: Rich Notifications
Include Rich Media
(JPGs, GIFs, etc.)
Interactive Buttons
Share Directly from the
Notification
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Rich Notification Examples
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Rich Notifications Considerations
56% higher direct open rate vs. standard notifications• Attention grabbing• Interactive buttons• Images• Video (iOS)• Gifs (iOS)• Sound (iOS)
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The Interactive NotificationNot just “notifications,” trackable interactions. • Immediate & specific actions• 2 button, 1 button, no
button• Better conversion routing• Engaging experiences• Yes/No, Like/Share, Remind
Me Later/Share• Emojis
Interactive Notification Types
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Rich Notifications Best Practices
• Use rich media to compel action• Video for news and publishing• Gifs for emotional appeal• Images for transactional info
• Use interactions to capture insight• Prompt with a “shop now” button to deep link
into app• Include a “share” button to grow audience
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In-App Interactive NotificationsReach opt-outs & create notification continuity
Send in-app only, or with a push notification. Background & font color can be customized.
Great uses for in-app messages• Encourage push opt in• Feature update• Quick tips / pro tips• Contest entry
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Message Centers: Now or Later Reading
Your user’s mobile inbox• Reach entire app audience• Unread messages are flagged with
badges• Customize content with different
icons• Can be used for promotions• Marketers can add or expire
messages
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Message Center Examples
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Rich In-App Pages in Message CenterMarketer-deployed landing pages
• Storytelling through great visuals, video, or audio with rich content landing pages.
• Reach your entire app audience — not just opt-ins.
• Track user behaviors via UA tagging and 3rd party analytics
• Can be promotional
Branded Templates Upload HTML 5
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Temporary In-App PagesInterstitial, temporary experience
Reach opt-ins on the flyDisplay stand-alone landing pages to your opt-in audience without a message center• Out-of-the-box with SDK,
leveraging branded templates• Actions can be tagged for
re-messaging• Temporary
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Messaging Tactic Recommended UsagePush Notification Lights up screen, provides immediacy, great for time- and location-
sensitive content. Great for re-engaging lapsed users.
Rich Notification When you want a response- follow up on a story, share.
Badging (iOS) Creates urgency, but non-interruptive. Helps bring back engaged and lapsed users.
In-App Notification When your message has to be seen- reaches entire app audience. Can be one, two or no buttons.Delivered to home screen. Temporal, in the moment messaging, that can be sequenced.
Messaging Tactics Help with User Experience
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Messaging Tactic Recommended Usage
Message Center Connect and get more value out of users who already use the app. User is brought to the inbox by a standard push or by badging.
More room for copy, offers now or later reading, high engagement via rich content (video, audio, text, surveys), can be used for testing.
In-App Page Larger area, can be temporary (like a pop up) for opt-ins only or within the message center (entire app audience).
Mobile Wallet No app needed. Can be shared via email, sms, print etc. Can be updated and location triggered.
Messaging Tactics Help with User Experience
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Messaging Types
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Three Main Messaging Types
• Educational: • Value add as your customer grows with your brand (lifecycle)
• Promotional: • Coupons, offers, opportunities (the give for the get)
• Transactional: • Reorder, shipped, confirmed, changed tier (service and loyalty)
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The Intersection of Brand & User Goals
USERBRAND• Reach, engage,
retain audience• Gain user
insight• Reduce cost• Repeat
business, increase LTV
• Increase efficiency
• Be informed• Make it easy• Save money• Save time• Security• Better deals• Be reminded• Have fun
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Relevant & Useful Messaging
• How is it relevant?
• Why does it matter here and now?
• What do you what them to do?
Three questions to ask before you push send:Use everything you know about users to deliver value• Inform• Alert• Direct• Entertain• Connect• Choose wisely• Save money• Increase
efficiency
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Educational
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Promotional
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Framing the Communication Opportunity
EMOTIONAL
Regular /PUSHE
D
Content based on calendar or lifecycle. Heighten customer emotional
engagement.
Content that responds to a specific event or customer
behavior. Heighten customer emotional engagement.
Content based on calendar or lifecycle. Aim to grow, serve, protect,
engage.
Content that is specific to customer need or
transaction. Aims to make experience hassle free and effortless.
Action /TRIGGERED
PRACTICAL
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Transactional
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Process
Planning your messaging:• Draft your message• Ask the 3 questions• Identify where the message should go • Consider and tag for interactive notification
elements• Send to a specific segment
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Cross Channel Considerations
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Cross Channel Opportunities
App
Mobile Wallet
Web
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Cross Promotion with Email
Email to increase downloads, push to reinforce message
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Multiple Channels Working Together
Voucher to new users after they download the app. Helps welcome,
onboard and drive adoption.
Objectives
• Educate and on-board new users• Cross promote Redbox content
across channels• Give users easy access to rental
kiosks and content availability
Redbox employs a multi-channel marketing strategy, which includes its app with push notifications and a message center, as well as text messaging and email
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Multiple Channels Working Together
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Multiple Channels: Offer Flow
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Consider Social
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Expand Your Reach to Numerous Platforms
Web Notifications WearablesIn-App
Notifications
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Your Questions
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Where should mobile notifications direct the audience?
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Mobile web page
Specificapp screen
In-app landing page
• Push notifications (or msg delivered within a message center) can take your customer anywhere within the app itself, or on the mobile web
• Avoid the default, sending your message recipient to the home screen
• Use “deep links” to ensure each message takes your audience to precisely where they want to go
Help Them Take Action
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How often should I send a push notification?
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• Is this something your customer asked for?
• Is this expected communication?
• Is this message helpful to my customer?
• Is it on a reasonable cadence for my brand?
Think About Your User’s Expectations
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What makes a good message center?
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• Badge• Iconography• Preview text• Expiration date
Strongly Branded, Easy-to-Use, Rich Source of Content
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How do I move beyond broadcast push?
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Even adopting a single variable for targeting can drive massive improvements in response, let alone combining multiple points of user insight for precision-targeting.
Targeted push notifications were more impactful than broadcast push notifications
Effect Of Targeting On Push Response
Source: Urban Airship’s “Good Push Index” Study
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How can I get more people to opt in?
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• Tell users why they should opt in
• Show them how to opt in
• Welcome them to the app
Clearly Demonstrate Value
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What should I do to re-engage inactive users?
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• Highlight features not yet used
• Offer value based on segments
• Updates based on preferences
Remind Them Why They Downloaded
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Key Takeaways
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Plan! Build Editorial, Marketing Calendars
Balance your messaging• Determine key
segments• Establish messaging
types• Look at potential
volume• Assess messaging
coming from other channels
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For notifications:1. Identify the action desired2. Decide on best notification type 3. Make it timely and relevant with context4. Focus on in-the-moment 5. Use precision targeting6. Make it a conversation
Best Practices
Remember: How is it relevant?
Why does it matter here and now?
What do you what them to do?
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• Sign up for a free trial
• Utilize our docs for best practices & quick start guides:• In-App Messaging: Quick Start Guide• Custom Events: Quick Start Guide• Lifecycle Lists: Quick Start Guide• Interactive Notification Types• Maximum characters by operating system and device
Resources
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• Check out our blog, where we post content designed to make your mobile growth easier:• How to Make a Successful App: 10 Fundamentals for Maxi
mizing Your Investment• How to Earn Push Notification Opt-Ins: 7 Essential Resourc
es• Addressing — and Winning Back — Dormant App Users
Subscribe to receive a weekly digest of our best posts.
Resources
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Q&A Luke, we need a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx!
Q & A
Want more? Check out the resources in our online
Content Library for more best practices and
benchmark reports.
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Thank you
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