6 Best Practices for Unifying and Push Notifications

Transcription

1 6 Best Practices for Unifying and Push Notifications 6 Best Practices for Unifying and Push Notifications 1

2 TABLE of CONTENTS 01 Now is the time that brands can finally deliver on personalization. 02 Recognize your users wait for information. 03 Deliver messages across channels in a seamless and engaging way. 04 Use context to service mobile moments. 05 Respect your user. 06 Understand push is a privilege. 07 Respect your user. 08 Next steps. 09 About FollowAnalytics 6 Best Practices for Unifying and Push Notifications 2

3 Now is the time that brands can finally deliver on personalization. While we have more channels and ways to interact with our customers, we finally have the ability with marketing engagement automation to reach consumers in personal and relevant ways in one voice, across every marketing channel they use to connect with us. First we must think in terms of experiences instead of campaigns. Previously siloed or push campaigns can now be connected using data in our CRM. Using an individual s past responses and preferences, we can communicate in a way that is as relevant as possible to the recipient. Second we must realize the mobile only user is a misnomer Americans switch between devices. When they wake up, they re checking a smartphone. At breakfast, they may pick up their ipad to read the news. Then at work, they switch to a laptop until they come back to a tablet or smartphone in the evening while watching TV. Consumers expect brands to provide an integrated experience with an integrated communications flow. They want information without being overloaded. And they have high expectations for how we use the data we collect from them. In this ebook, we ll cover six ways you can use marketing engagement automation to unify and push notifications for amazing, seamless customer experiences: 1 Recognize your users wait for information. 2 Deliver messages across channels in a seamless and engaging way. 3 Use context to service mobile moments. 4 Respect your user. 5 Understand push is a privilege. 6 Be as succinct as possible. 6 Best Practices for Unifying and Push Notifications 3

4 Mobile has really become a part of everyone s lives, and is a touch point across your customer s lifecycle. 36% admit to constantly checking and using their phones.

5 Recognize your users wait for information. Consumers wait for information; seven out of ten consumers still choose as a way to communicate with brands and businesses. When your recipient believes something that has been sent to him or her is of value, and they re curious about what it contains, there s an opportunity for you to do effective push notification marketing. Still choose as a way to communicate with brands and businesses. When consumers see push notifications as an experience that s good for them, you have the ability to engage and reengage them. If you re doing your jobs correctly providing value you aren t putting your brands at risk of opt outs. SMS and push have been successful because the consumer understands they are in control; they can stop the flow of information whenever they want to. You need to recognize what you re doing is a privilege, and perform to or above the consumer s expectations. At opt in, tell users why they should opt in. Share the value they ll get once they do opt in. With products like FollowAnalytics, you have a platform to deliver more relevant and more personal content than ever before. Rather than aiming for 1 to 3% opt outs, set a higher bar no opt outs. 6 Best Practices for Unifying and Push Notifications 5

6 More than four out of ten customers are more likely to make a purchase when mobile offers are part of an orchestrated campaign. 6 Best Practices for Unifying and Push Notifications 6

7 Deliver messages across channels in a seamless and engaging way. You have decisions when it comes to how as a brand you reach consumers. You have a number of different channels. Besides pushing , you also can deliver optimized messages directly to one s pocket or one s hands. You can do this many ways, including through push, , in app messaging and SMS. Glean from what you re doing or maybe what you re not doing and optimize across channels. Make your information something that somebody wants to take time to look at. Then provide that information in a sensible way. Consumers get a ton of s; in 2015, the number of business s sent and received per user per day totaled 122 s. It remains best way to reach people at any given time. On the other hand, push notifications or text messages are able to break through, making it a great way to ensure somebody will see your message in a timely fashion. Consumers want push notifications that are suitable to when they re being sent and that aren t overwhelming in length or volume. Remember a push notification asks somebody to take an action. It needs to be timely to be effective. According to Forrester, push isn t a replacement for , SMS, or other direct messaging tactics. It needs to be a complementary channel and should be a core component of any direct marketing and relationship program. The challenge to us as marketers is that users expect everything to be in concert. You cannot repeat information; you must not fall down and fail to account for information that isn t relevant to him or her or that somebody already had. 6 Best Practices for Unifying and Push Notifications 7

8 Nine out of ten companies with strong omnichannel engagement retained nine out of ten of their customers. 6 Best Practices for Unifying and Push Notifications 8

9 Use context to service mobile moments. Mobile Engagement Automation, or Mobile Marketing Automation, enables you to deliver messages across channels in a seamless and engaging way. And when you integrate Mobile Engagement Automation with the rest of your marketing stack, the major benefits you ll see are engagement and retention. As defined by Forrester, Marketing Engagement Automation is marketing technology that uses real-time and contextual insights to proactively engage with known users in the appropriate mobile moment across the customer lifecycle. A mobile moment is an immediate moment of need as defined by Forrester for your end user. When you are able to reach out to your users in that moment, you are servicing them in their mobile moment. With push notifications, we get valuable data and insights. We see what folks react to. We see what is working for them. Push allows us to bring context into effect, specifically where somebody is and when they are there. To best leverage this user information, choose Marketing Engagement Automation technology that preserves the integrity of your data so that you can have a unified view and that plays nice with what you already have in place. For a 360-degree view of your user, you need a solution that offers true connectivity. Connectivity refers to the technology s ability to easily integrate with your existing marketing stack, your CRM, and any other customer systems of record. We also need two-way data sync to trigger mobile messages from CRM triggers and to use your existing customer profiles along with mobile data to serve them in their mobile moment. 6 Best Practices for Unifying and Push Notifications 9

10 Respect your user. Marketing Engagement Automation is about known users; it s not focused on customer acquisition. The goal is to help you interact with your users in a one-on-one way across channels, especially mobile. To successfully engage with your users, you need to know which channel gets the best results and how to keep them happy. You can t rely solely on studies such as those from Nielsen, Comscore, or Pew Internet for user information. They re great information at the 30,000 foot level, but they don t supply details about your users. Ask your users for details and communicate to them in any way you can that is as relevant as possible to them. Do your own testing. Run tests amongst your best user groups. Learn which channel gives the best results as well as how to keep them happy. Marketing Engagement Automation is the catalyst for your omnichannel experience. Segment users that are more likely to respond to mobile communication and start your interaction with them through push. For a different group who prefer a different touch, start out via and then move to push based on the response. For example, somebody on Facebook clicks an ad for a retailer. Once they re on your site, as a marketer, you ll want to nurture that customer. If the tools are correct and the communications channel is appropriate, you might want them to opt into a newsletter. Later, because you re getting to know your user especially if Facebook is involved you can provide a personalized and possibly include an incentive for an app download. When the user downloads the app, this might trigger an onboarding message relevant to that particular individual. We could also send an inviting the user to a boutique pop up weekend event a message that s timely and very relevant. Or, we might send a personalized discount coupon based on geolocation. The coupon will be used to make the first purchase. We ll then have the opportunity to engage with him or her again, sending a personalized about the purchase. We can subsequently send a mobile push to check on the quality of his or her experience. Hopefully the user likes his or her experience and will do some social evangelizing. Mobile is the most personal, real time, and contextual channel available to you. Use the data and insights you get from mobile, sync that to your existing user profiles, and make your customer profiles even richer. Start creating robust experiences for your users. Be sure you can share data among channels and trigger mobile messages from data coming from anywhere and from any of your marketing staff. 6 Best Practices for Unifying and Push Notifications 10

11 Users who enabled push notifications launched an app an average of over 14 times a month almost three times as many as those who didn t enable push. 6 Best Practices for Unifying and Push Notifications 11

12 Understand push is a privilege. Push is very personal. Users see it right away their phone is going to vibrate. 97% of the time push notifications are read within four minutes. Keep in mind that most of us sleep with our phones next to our heads; ask is what you re about to send something you d want to be woken to read. (Or be mindful of the time of day you re sending it.) If you re an insurance company and there s something that you need to let customers know about right away, sending a push notification at an earlier time may be ok. Customers might even be grateful that they were disturbed if the nature of what you are trying to communicate is that important. Using geolocation, Allianz can send updates about adverse weather conditions to users when they fall in range of a bad climate. By sending personalized messages based on certain triggers, Allianz saw a 30% increase in usage. We really want to be relevant and timely. The last thing you want to do is send somebody a push notification while they are asleep if it s not urgent. Best case your user won t be able to take advantage of an offer. Worst case you annoy a previously loyal customer and they opt out. We want to take care not to overuse push and feel like we are going to somebody s house and putting up our feet on the table or eating their pizza and we re going to leave whenever we want to. As everyone will have a different demographic, a different audience that uses mobile in different ways, do your own testing. Allianz Boosts Engagement Through Contextual Push Notifications Insurance giant, Allianz, partnered with FollowAnalytics to personalize promotions and increase customer engagement with more contextual interactions. FollowAnalytics allowed Allianz to achieve this through its Contextual Campaigns feature, sending personalized messages to users based on certain triggers. For example, Allianz can notify a specific user about a reimbursement or the status of a claim. The trigger can also be based on geolocation, such as sending updates about adverse weather conditions to users when they fall in range of a bad climate. Renault of Europe wanted to increase test drives. By connecting into their CRM, we used CRM triggers to send push notifications to people who had expressed interest in specific cars. Using timing and geo location triggers, prospective car buyers received a very customized push reminding them of their interest in a specific car and that it was ready for a test drive near by where they were. With the assumption, users have more free time on weekends than during the week, notifications were only sent on weekends. Using push, test drives increased by 17%. Over 40% open rate for out-of-app push notifications With iphones, we cannot send push notifications without an opt in. We have to ask people to consent to get a notification push to them. Our iphone users are actually raising their hands and saying that they want to have a conversation with us. Six out of ten enterprise users opt in to push notifications. Increase in usage Push gives us an opportunity to raise awareness for an app and the ability to get a user to open an app that might have fallen out of their consciousness. 6 Best Practices for Unifying and Push Notifications 12

13 Be as succinct as possible. Think about how your message will appear to consumers, how they ll be reading it. 75% of the 900 million Gmail users access their accounts on a mobile device. is now the primary mobile channel. Understand that people are potentially reading s on a mobile device; ensure your message renders properly on devices. Provide snackable information information that s available, that s quick, that s timely, and most of all that s wanted and effective. Louis Vuitton wanted to offer a curated travel experience that allows users to feel like they re part of something elite. By acting as a mobile CRM, FollowAnalytics lets Louis Vuitton act as personal tour guide. Through customer segmentation and profiles with location-aware maps, they deliver off-the-beaten-trail suggestions to users in more than two dozen cities and 12,000 locations across the world. Keep push notifications simple. You aren t looking to deliver a book s worth of information, what you really want to do is to provide an avenue for somebody to find something around them, to take a step to potentially make a purchase. But an app alone won t get you there, you need to know your user. Next steps. Now more than ever, our customers want information from us. At the same time though, they have high expectations as to what information we share, how we share it, and when we share it. Luckily with mobile engagement automation, we have the power to reach them in a more personal way. Contact FollowAnalytics today to start offering your customers an amazing, seamless customer experience. About FollowAnalytics FollowAnalytics is an enterprise-class mobile marketing platform that makes it easy for marketers to boost engagement through their mobile apps by creating personalized customer journeys. They are trusted by brands like Wells Fargo, Cartier, Louis Vuitton, Allianz, Axa and BnP Paribas; and are headquartered in San Francisco, with offices in New York, Montréal and Paris. 6 Best Practices for Unifying and Push Notifications 13