What Is Mobile Marketing Automation? [Infographic]
Recently, mobile marketing automation (MMA) has caught a lot of media attention. It’s been hailed as the key to brand survival, utilized by enterprise-level apps, and top analyst Forrester even released a new report on the topic.
What is Mobile Marketing Automation?
MMA first gained traction when introduced in a VentureBeat article in early 2014. While the term itself was new, the concept was intuitive. MMA combines three main facets: personalized messaging, A/B testing, and analytics. This covers the full lifecycle of your mobile strategy, including interactions that occur both in and outside of your app.
For instance, a retail app that wants to re-engage a user who has abandoned an item in their shopping cart can use MMA to their advantage.
Step one: The app messages a user with a customized message, such as, “Sarah, the scarf in your cart is on sale. Check out now!” Step two: Once Sarah opens the notification, she is deep linked directly to her cart, where the app has optimized the checkout page for faster purchases. The app may have re-arranged the positioning of important content, or visually altered the buy button to appear bolder on the page. Step three: Whatever the app has optimized, it can A/B test the results to improve future conversions.
Why Does It Matter?
Marketers can no longer ignore the proven benefits of mobile marketing automation. Here are some stats that show why marketing automation is so crucial for mobile apps.
On average, marketers who don’t leverage MMA:
- See only 40 percent opt-in rates for initial push notifications. Features like Leanplum’s “Push Pre-Permissions” enable marketers to send a second opt-in request.
- Experience app abandonment from the majority of users, within the first 30 seconds of opening an app. MMA empowers marketers to optimize tutorial screens for longer retention.
- Convert less than one in 10 mobile shoppers. For retailers, shopping cart abandonment is a serious issue. Marketers should deliver personalized messages that direct users back into their apps to complete purchases. Message automation is one of the key benefits that MMA brings to the table.
How Leanplum Is Shaking Things Up
MMA creates meaningful relationships between apps and customers. Here are three of our favorite examples:
- Wanelo, a retail app, A/B tested alternative versions of its feed to raise Product Saves per User by 27 percent. Not only was this one of the highest levels of engagement in company history, but they also earned a few new social evangelists.
- Pixowl, a media app, A/B tested the timing it sent push notifications promoting an in-game currency sale. By leveraging Leanplum’s Optimal Timing feature, it increased opens substantially and saw overall revenue grow by 17 percent.
- Last Minute Travel, a travel app, nearly tripled its push notification opt-in rate with Leanplum’s “Push Pre-Permissions” tool. This enabled the app to explain the benefits of personalized messaging to users, and improve their in-app experience.
MMA can make a massive impact for marketers looking to refine their mobile strategy. For more info, check out our post Mobile Marketing Automation, Explained.
A Visual Take on MMA
Leanplum is mobile marketing automation that lets you shape meaningful experiences for your users at scale — driving engagement and results. We work with top brands such as Expedia, Tesco, and StumbleUpon. Discover more at www.leanplum.com.