Today’s app businesses have their work cut out for them.  Besides the growing number of options for customers, apps also have to cope with increasing expectations.

Users expect more — better experiences, more personalization, and valuable content.  And app businesses need to find a way to meet customers’ demand for quality engagement.  For many, this may mean finding a way to scale operations without scaling costs.

The right technology can make this more accessible than ever for businesses.  In the first blog in our series on doing more with less, we’ll review ways to improve efficiency in your operations without sacrificing the app experience.

Campaign-ready segments

Platforms that unify your data into a single user profile provide a central location.  This can include what messages they’ve received and what A/B tests they were a part of.  

With your data in one spot, mobile marketers can better analyze it to create segments and personalize the touchpoints across your customer journey.

As you’re creating your campaigns, the segments are readily available, making it easier to split your campaigns up into different segments with greater accuracy in outcomes.  With this capability, you can now segment by location, usage level, VIP level, and paying vs. non-paying to provide more value and relevant content to your users.

During our APS London workshop, More Than Just Messaging, we reviewed an example from Shop Apotheke, a leading online European pharmacy.  At the top of their app, a carousel changes content based on different segments, such as location, buying history, timing, and season.  As a result, they can display the most appealing offers to your customers. 

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Easy campaign creation for consistency, scaling, and iteration

With less engineering support, an easy-to-use platform lets you create, launch, and test campaigns more often.  An easy-to-use platform with less engineering support lets you create, launch, and test campaigns more often.  

Customize your campaign content for cohesive experiences that blend with the look and feel of your app brand.  You can even create reusable message templates and edit them to fit different themes or seasons.  For example, game studios can use in-app messages for event templates so that one person can manage a constant stream of events for your players.  

The platform also lets you create full multichannel experiences to engage users across the entire journey.  Even with complex, multi-step journeys, you can coordinate your campaigns across different channels.  For instance, you can onboard new users using email messages outside the app and in-app messages.  

Ensure customers aren’t bombarded with messages through message caps and real-time prioritization.

With the combination of easy campaign creation, you can do more.  Create more campaigns and run more tests — even if you don’t have a data scientist on hand.  With continual testing, you gain insights into what’s working across your app.  

The right message at the right time

Campaigns with personalized content generate more RPM.  So much so that our Data Science Reports show that conversion rates improved by 3x in gaming and 7x in subscription apps.

Message timing and triggers can help with giving customers a personalized experience.  These triggers can be based on a calendar schedule or the user’s behavior.  

Calendar-based scheduling can help automate recurring campaigns that have to run repeatedly.  

Behavior-based triggers help you create real-time engagement and personalization for optimized monetization.  In fact, you can set an in-app message to go out after a specific event occurs a set number of times.  This allows you to optimize your in-app offers and free vs. paid features based on the user’s behavior and spending.  

As a result, your customers will see the most relevant content as they move through the funnel.  They’ll see packages, products, and offers based on what they’ve searched, browsed, or purchased within your app.  

Another way to send messages at the right time is through Leanplum’s Optimal Time delivery.  With Optimal Time, messages are sent when users are most active to improve re-engagement.  

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Real-world examples of operational efficiency by industry

One-time setup with continued benefits

Behavioral-based triggers can help with campaign automation.  You’re investing some initial effort to set these up with your campaigns.  But, once they’re set, your messages will continue to go out at the right time to the right users.  

On the other hand, calendar-driven messaging needs to be set up separately for each campaign and segment.

5% increase in DAU for mobile games

Customizable in-app message templates can help you hold player events more often.  MobilityWare held an “Awesome August” event in their Blackjack game.  They used in-app message templates and customized them to the look and feel of the game’s branding.  Every day, they would engage players based on their in-app behavior.  Specific player actions would trigger potential rewards.  This resulted in a more than 5% increase in DAU, more returning users, and increased time spent in the app. 

Subscription apps see a 72% higher-than-average open rate

Creating a series of messages with relevant content helps bring users back to your app.  TED wanted to increase user engagement and app use frequency.  They made a message series that sent users a push notification every day for ten days.  The notifications included content users would find interesting.  This campaign brought a 10% increase in sessions and talks watched by the target audience and an open rate that was 72% higher than average.  

17% increase in purchases for on-demand and mobility apps 

Behavior-based triggers using recency and frequency aggregates can re-engage dormant customers.  Just Eat Takeaway created multichannel campaigns using this trigger to reconnect with users who hadn’t made a purchase recently.  This generated a 17% increase in order volume.

10-15% increased mobile retail & finance customer engagement

Segmentation for personalized messaging can lead to increased revenue.  OVO focuses on segmentation and behavioral triggers to ensure their users get the right content they need at the right time.  They use behavior, preference, and transaction history to tailor messages to their most loyal customers.  This led to gains of over 10%.   

Getting more with less

Delivering app experiences that drive engagement doesn’t have to drive up costs.  

Technology can automate, centralize data, and create seamless campaigns with timing and triggers.  This way, your customers can get an experience tailored to them.  

By delivering value through personalized, engaging experiences, you’ll improve customer satisfaction and retention.  

Interested in learning more?  Check out these resources: