Publishers Clearing House case study

Publishers Clearing House (PCH), is a company widely known for its direct marketing sweepstakes. PCH realized that mobile is at the center of everyone’s world, and now manages several apps including the PCH App, PCH Frontpage, and PCHLotto. Combined, PCH apps have been downloaded millions of times, making them one of the biggest players in the app ecosystem.

Challenge

PCH was laser-focused on growing their mobile business in 2017. With a goal to drive growth and revenue in mobile,...

PCH was laser-focused on growing their mobile business in 2017. With a goal to drive growth and revenue in mobile, they strategized with Leanplum to help optimize lifecycle campaigns — particularly onboarding and conversions.

The Goal

So PCH used Leanplum to optimize its mobile messaging strategy. Its marketing team understood that user delight and retention are effective means for creating loyal app users. Through the lens of several campaigns, they tested many elements of messaging to drastically boost retention, engagement, and monetization.

Strategy

To retain more users, PCH created a welcome series with Leanplum’s mobile messaging and automation engine that sends daily reminders...

To retain more users, PCH created a welcome series with Leanplum’s mobile messaging and automation engine that sends daily reminders to users for the first week. PCH brought back 30% more with lifecycle push notifications based on user behaviors.

PCH also had a lot of fun with their mobile messaging, testing everything from timing to Power Words to copy tone. It quickly found that the closer a user is to churning, the more urgent of a tone needed to reactivate them. A simple change in mobile messaging tone drove more than a 5% lift to response! PCH also experimented with the copy length, using emojis and other playful content to improve click-through-rate (CTR).

 

PCH saw:

  • 27% Lift –> Using behavior-based push messages
  • 11% Lift  –> Personalization (name and/or location)
  • 5% Lift    –> Experimenting with tone
  • 20% Lift –> Shortening copy
  • 3% Lift    –> Adding emojis to messages
  • 5% Lift    –> Seasonal copy

Results

Too many marketers hesitate when sending push notifications when in fact, a thriving testing strategy is needed. With all optimizations...

Too many marketers hesitate when sending push notifications when in fact, a thriving testing strategy is needed. With all optimizations considered, PCH is retaining 30% more users, and keeping more people engaged than ever before.

  • 30% more DAU with personalized push notifications
  • 27% higher CTR for lifecycle campaigns
  • App Monetization is 2X mobile web monetization

 

 

Why PCH trusts Leanplum

“PCH leverages Leanplum’s platform to send targeted content and smarter messages to our users, helping us drive more engagement throughout the user experience.” — Brooke O’Keefe, Associate Director of Integrated Marketing at PCH

What this means 
for brands & users

Leveraging Leanplum A/B testing and analytics earned PCH better engagement results than they hoped for in their lifecycle campaigns. These mobile messages were sent at Optimal Time, our machine learning algorithm that analyzes individual app engagement patterns to automatically send messages when users are most likely to open. Each campaign proved to be a huge success that deepened user engagement, enhanced user experience, and added new learnings about user behaviors and churn.

 

And PCH app users never have to miss out on the chance to win millions, the latest sweepstakes, or a brand new home anymore! A personalized and perfectly-timed mobile messaging campaign reminds them to open and engage with PCH and find their favorite prizes and sweepstakes.

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