The definitive guide to mobile lifecycle marketing

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The definitive guide to mobile lifecycle marketing10 proven strategies you can

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The definitive guide to mobile lifecycle marketing . Leanplum.com2

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Introduction Congratulations. You get it.

You’re clearly part of the emerging group of marketers who realize

that Mobile Lifecycle Marketing is the new place to be. And that the

playing field is fragmenting dramatically. And continually.

You’ve seen how mobile has transformed the way your customers

research, shop and make purchases. And you’ve probably already

identified many of the pitfalls: multiple platforms…multiple devices…

shorter and shorter windows for presenting your message…

You’re hoping for explanations—or, even better—for solutions.

And that’s what this guide is all about.

In addition to the many challenges in mobile marketing, there are

actually even greater opportunities. Opportunities to hit on the right

message at precisely the right time. Opportunities to individualize

features for specific situations. Opportunities to communicate with

real people instead of just demographics.

Thanks for joining the Mobile Marketing leaders. Let’s get started.

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Content Introduction

Mobile Lifecycle Marketing. Unpacked

What you’ll get

The future. A brief history

Beyond first-gen marketing

Challenges mobile lifecycle campaigns face

The new ‘money’: mobile moments

Lifecycle stages

Real tactics for real scenarios

Onboarding

Engagement

Conversion

Reactivation

Loyalty

Checklist

Tools

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Lifecycle marketing goes hand-in-hand with ‘mobile moments.’

It’s all about addressing your customers’ immediate needs—

and not about running campaigns that benefit advertisers.

By definition, Mobile Lifecycle Marketing puts each individual

customer at the center of the marketing activities.

In the following pages, you’ll learn why lifecycle campaigns

are critical to today’s mobile world. You’ll see why it works and

how it works—and you’ll discover the tools you’ll need to build

successful Mobile Lifecycle Marketing campaigns.

Mobile Lifecycle Marketing. Unpacked.


What You’ll Get In The Next 50 Pages

1. A holistic view of the full customer lifecycle or journey

2. An in-depth look at the moments that matter (Mobile Moments)

3. A wake-up call into why moving beyond messaging is a must for mobile marketers

4. Actionable strategies to onboard new users, re-engage dormant

ones and recover lost shopping cart revenue

5. A peek into the newest SDK tools that make Mobile Lifecycle Marketing a reality


The Future. A Brief History

Source: comScore Report

Mobile phone penetration now at 75% — that’s 5.2B devices

Survey by KPCB Internet Trends 2015

Way back in 2014 it happened. The future changed. Mobile

surpassed desktop for internet searches. In fact, mobile surpassed it

all—laptops, videos, TV, print…

For marketers, of course, this represented a gargantuan shift in

reaching and converting customers. Mobile devices with their

mobile apps immediately restructured the UX landscape—making

apps imperative.

Instead of measuring impressions or tracking eyeballs, today’s

marketer needs to identify, leverage and act on all-new metrics:

‘Mobile Lifecycle Marketing’ metrics.

87% of millennials: “My smartphone never leaves my side — night or day”



OK. You’ve developed your mobile app. It’s more streamlined

than your web presence—designed for the smaller, faster, more

interactive mobile experience.

That’s good.

But first generation mobile technology lacks essential solutions for

real-time personalized messaging as well as for full optimization of

the user experience.

With the right tools, you can implement a lifecycle approach to your

mobile marketing, putting your customers at the center of your

efforts. Your campaigns will be more responsive and relevant across

the customer touch points, leading to more value for your users and

increased results for your business.

Beyond First-gen Mobile Marketing


Fragmentation

By digital, social, mobile, multiple devices & platforms. This all

makes it difficult to listen, respond and innovate in real-time.

Tech constraints

Because supporting technologies are playing catch up, you can’t

optimize across the funnel. So customers get stuck at one or two

early touch points.

Narrowness

Messaging solutions lack precision so you can’t add targeted

tracking and responsiveness without heavy development resources.

Real-time limitations

Lack of omni-channel support prevents ability to connect to

users’ activities.

Delays

When in-app UI changes require lengthy app store re-submissions,

you lose all real-time response capability.

Challenges Mobile Lifecycle Campaigns Face

Source: Google

90% of smartphone users accomplish a long term goal while out and about.


Call them ‘mobile moments.’ Or ‘micro-moments.’ Even ‘digital

reflexes.’ It’s all so cutting-edge, even the nomenclature is in flux.

But the concept is solid. Mobile moments refer to the hundreds of

times mobile customers reach for one of their devices. And when

they do, they expect on-demand, on-the-go satisfaction. Whether

they’re looking for information, entertainment, transportation,

communication or whatever—it all translates to billions of

marketing opportunities.

And not just advertising opportunities, but the ability to target

precisely what the customer is looking for—at that exact moment.

By leveraging proprietary end-to-end solutions, marketers can

deliver more value to more users, boosting mobile metrics (and

sales!) exponentially.

The New ‘Money’: Mobile Moments

Source: KPCB Internet Trends 2013

150 X day: # of times we access devices.


Lifecycle Stages

OnboardingGetting users to opt-in

ReactivationBringing back lost users

Building LoyaltyPrompting users to advocate

EngagementGetting users to interact

ConvertingAchieving your goal


Real Tactics For Real Scenarios

In the following pages you’ll find real-life scenarios based on real

lifecycle marketing events.

We’ll present each situation, then spell out the tactics and tips to

optimize these lifecycle stages.

You’ll quickly see that each lifecycle touchpoint presents unique

challenges and opportunities. That’s the key to Mobile Lifecycle

Marketing: different strategies for different customers at different times.

Here’s what you’ll find:

Onboarding

Soft-ask push permissions / Onboarding reminders /

Optimize tutorial screens

Engagement

One time user activation / Milestone notifications

Reactivation

Dormant user re-engagement

Conversion

Cart recovery / Optimize purchase / Funnel

Loyalty

App store rating / Reminders


Onboarding


This is your first impression—and it absolutely counts. A lot. Use this valuable initial touchpoint to help new users easily grasp your value prop by highlighting features tailored just to them. And, hey, don’t be afraid to make it fun. Fun is always sticky.

Onboarding

Take a look at the following scenarios followed by

onboarding strategies:


OnboardingSoft Ask Push Permissions

Opt-in ratesfor initial Push Notifications are only 40%.


Justin is a big music fan and loves making playlists on his tablet to

share with friends. One day he realizes his favorite band is coming

to town, yet his new concert app never prompted him to purchase

tickets and the show sold out.

His push notifications for the app were set to off.

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Increase permissions by messaging users at a time of engagement with an ask to send Push Notifications and a valuable reason why.

Tactic:

When users are searching for products in a mobile commerce app,

you can prompt them to enable Push Alerts for upcoming discounts

on similar items.

Tip:

Prompt users when they are engaged with your app like when

searching, scrolling products or adding to cart.

OnboardingSoft Ask Push Permissions


OnboardingReminders

The onboarding process is the top of your customer funnel and minor improvements can greatly boost your engagement metrics.


Alex enjoys trying out the latest apps but with his busy job and

family life, he often gets interrupted.

He doesn’t always complete sign up.


Use Push or In App Messaging to guide users to complete the entire onboarding flow rather than abandon after a few steps.

Tactic

A user searches for a flight in a travel app but doesn’t register for an

account. One day later, send a Push Notification to encourage the

user to complete the sign-up flow.

Tip:

Identify milestones that lead to active use and set reminders for

each consecutive step that users haven’t reached.

OnboardingReminders


The majority of users will abandon an app in the first 30 seconds.

OnboardingOptimize TutorialScreens


Joyce is always looking for new mobile tools but hates wasting time

learning how to use them. So many apps seem bogged down with

new features.

She expects to know the why and the how, so she can start using

the apps right away.


Use tutorial screens to guide through app functionality and new features.

Tactic:

Identify areas of drop off and experiment with small changes

or completely re-design the onboarding flows to optimize the

completion rate.

Tip:

To reduce friction for new users, ensure tutorials are short and

focused on a single primary action.

OnboardingOptimize TutorialScreens

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The definitive guide to mobile lifecycle marketing . Leanplum.com26 The definitive guide to mobile lifecycle marketing . Leanplum.com26

Engagement


Engagement Don’t be one of the many apps that gets downloaded, but rarely used. Keep your users active with monthly, weekly or daily engagement. Deliver compelling and personalized messaging—based on timing, shopping patterns, location and more—with surgical precision. Engagement metrics leave ‘reach’ and ‘frequency’ in the dust.


engagement strategies:


EngagementOne Time UserActivation

1/3 of users will only open your app once.


Cameron has a lot of friends who love tech and mobile. When

he gets an invite for a new app, he may try it out but can easily

forget to go back to it.

He needs apps that will bring him value and stay top of mind.


Send push notifications to re-engage with users who tried your app, but have not returned a second time.

Tactic:

A user of a lifestyle and activities app who looked at restaurants

on first visit could be notified of top restaurants near the city they

are in.

Tip:

Personalize the message with attributes such as user name, city

they are in, and knowledge about past behavior.

EngagementOne Time UserActivation


EngagementMilestone Notifications

Delivering increased value to users leads to higher app usage and creates product evangelism.


Jeremy is always on the go and keeps his phone near him at all

times. He gets a lot of push notifications so he tends to ignore

them.

He expects personal notifications and not generic blasts.


EngagementMilestone Notifications

Provide a service to your users by sending them valuable Push Notifications with the right information, at the right time.

Tactic:

1. User books a flight on a travel app. One week before departure

you send a push notification with a destination travel guide.

2. One day before departure you send notification to book airport

transportation with a deep link.

3. Three hours before departure you send a weather update for the

destination.

Tip:

Try automating the notifications in “drip” campaign fashion so they

follow a pre-determined order based on context and behavior.

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Conversion


Conversion Register. Sign up. Share. Purchase. Link. Refer. Whatever it is you want customers to do, “conversion” is when they do it. Each request should be a single step in your overall lifecycle flow. It’s especially important in commerce apps, since the shopping cart abandonment rate for mobile is 90%. That’s just a 10% window to convert each customer.


conversion strategies:


ConversionCart Recovery

Less than 1 in 10 mobile shoppers convert.


Sophie is a student on a budget but she likes to treat herself when

she has a little extra in the bank. Sometimes she adds items to her

cart to purchase on pay day.

She uses app carts like a wishlist so don’t let her forget her items.


ConversionCart Recovery

Send push notifications to re-engage users who did not complete the checkout process.

Tactic:

When timing your shopping cart notifications, remember that some

purchases require additional commitment time. For example for an

airfare purchase, we recommend waiting at least 1 hour to trigger

the notification.

Tip:

Notify users via push and email that items are still saved to their

cart and deep link back to the checkout page. Test additional offers

like free shipping to incentivize conversions.


ConversionOptimize Purchase Funnel

A tedious purchase funnel is one of the top reasons users abandon carts.


Petar is a VP on the go, and steals small moments throughout

the day to handle his to do list

He expects to browse and purchase in seconds and with only 1

or 2 clicks.


ConversionOptimize Purchase Funnel

Monitor where users are dropping off and optimize shopping funnels to drive higher conversions.

Tactic:

In order to reduce friction for users, A/B test single vs multi pages,

colors, images and layout.

Tip:

Use a Visual Editor to test and make changes without coding or app

store re-submissions.

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Reactivation


Reactivation If a user isn’t happy with your app, they simply move onto the next app. Which is why engaging dormant users is increasingly important. Reactivate them with notifications of newly launched features or content via push notifications. Maximize engagement to increase retention. Because remember: the cost for acquiring new users is much higher than retaining current ones.

Here’s a strategy that’s proven to reactivate users:


ReactivationDormant User Re-Engagement

75% of users will stop using an app after 3 months.


Mike gets easily bored so he has a lot of hobbies and explores many

interests. He often tries something new but forgets about it a few

days later.

When prompted, he is happy to refocus on that long lost interest.


Automatically send a notification tore-engage users and keep your app top of mind.

Tactic:

For a media app, trigger a push notification for users who have

not consumed any new articles in the past 30 days. Provide

them with a personalized reminder of related content they can

check out.

Tip:

Dormant users have been previously active, so leverage historical

behavior to identify specific areas of interest for new engagement.

ReactivationDormant User Re-Engagement

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Loyalty


Loyalty Make sure you know who your most avid and loyal users are. They’re the ones most likely to monetize and keep monetizing. With the challenges of discoverability in the flooded app stores, word of mouth promotion from brand ambassadors is imperative. To obtain and maintain loyalty, keep your customers’ immediate needs satisfied by monitoring and responding in real time.

Read how to make loyalty pay off:


LoyaltyApp Store Rating Reminders

Positive app store ratings increase organic app installs and reduce acquisition costs.


Katya loves telling her friends about the latest trends. Because she

tries so many new apps, she often forgets to rate them.

She needs a little reminding but enjoys sharing feedback.


LoyaltyApp Store Rating Reminders

Optimize for positive ratings by asking users to rate your app when they are displaying loyal behavior.

Tactic:

For a travel app, you can trigger an in-app message when a

user has booked multiple times. Ask users if they are happy

with the app and if they respond with a “yes,” ask them to

provide a positive rating in the moment.

Tip:

Don’t miss the opportunity to gather insight from dissatisfied

users. Link to a feedback page so users can share ways to

improve your app.



Source: Google

62% of smartphone users take action right away toward solving an unexpected problem because they have a smartphone.

Now that you’ve seen how to optimize a customer’s journey across

lifecycle touchpoints, you’re ready to go. Almost. First make sure you

understand these four critical checkpoints:

Up-to-date Data

Connect the dots outside and inside the app to understand behavior

like browsing products, adding to cart and visiting retail locations.

Personalized Messages

We’re beyond dropping names in emails— this is personalized end to

end mobile strategy across the entire journey. Event-based triggers

send contextual and location-based notifications in real time.

Optimized Content

Incorporate the entire in-app experience. Use A/B tests to nail

compelling content, effective calls-to-action and seamless paths to

conversion. Be prepared to optimize anticipated touchpoints before

they happen.

Responsive Mobile Moments

Mobile marketing increasingly requires hitting mobile moments

throughout the lifecycle. Be ready to respond in real-time.

Statistically, optimizing the right content with timely delivery

increases conversions.

Mobile Lifecycle Marketing Checkpoints


New Tools For New Strategies

Do you have the right tools to reinvent your mobile marketing? Can

you personalize, optimize and analyze your strategies? Here’s a list

of what to look for in creating a Lifecycle Mobile Marketing plan for

your app:

For personalized messaging you’ll need these tools:

a visual event manager / event-based triggering / geo location

monitoring / i-beacon triggering / personalized fields / behavioral

targeting / demographic targeting / dynamic deep-linking / optimal

delivery time

For UI optimization utilize a system that includes:

a UI visual editor / real time deployment / built-in personalization /

automatic resource synching / hosted asset library / data modeling

API for mobile A/B testing

For mobile A/B testing you’ll get better analytics with:

automated insights / no coding necessary / advanced targeting /

flexible segmentation / user attributes targeting / universal cohort

analysis / global confidence intervals / comprehensive KPIs

universal cohort analysis / global confidence intervals

comprehensive KPIs


Links & Resources

To help you learn more about Mobile Lifecycle Marketing and how it

can fit into your overall strategy, we’ve compiled this list of links and

resources for you:

Mobile moments blog

Mobile lifecycle blog

Mistakes marketers make

Why mobile marketing is like online dating

Steps to improve shopping cart abandonment

https://www.leanplum.com/c/blog/what-every-marketer-needs-to-know-to-shape-and-win-mobile-moments/

https://www.leanplum.com/c/blog/the-evolution-of-mobile-lifecycle-marketing/

https://www.leanplum.com/c/blog/the-3-biggest-mistakes-marketers-make-when-mobile-ab-testing/

https://www.leanplum.com/c/blog/treat-mobile-marketing-like-online-dating-but-avoid-these-5-costly-mistakes/

https://www.leanplum.com/c/blog/3-ways-to-keep-mobile-shoppers-from-ditching-app-shopping-carts/


Closing Thoughts

No matter where you are in creating your Mobile Lifecycle

Marketing strategy—just starting to realize its potential, or

already implementing a comprehensive plan—we’d be thrilled to

connect with you.

We live and breathe hyper-personalization, heightened levels of

engagement and optimized analytics. And we’re thrilled to be on

the bleeding edge of its evolution.

Visit our website. Take a tour. Download a test drive. Or simply

email or call. We’re here to help you connect more deeply than

ever with the essential core of your company: your customers.


Our world-class customer success team works with our customers

to deliver results like these:Top Brands Trust Leanplum

+14% mobile purchase

conversion by push

notification A/B testing.

+27% engagement by

A/B testing 3 new

product feed strategies.

+17% Revenue

by using Optimal

Time Delivery.

leanplum.com

[email protected]

[email protected]

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The definitive guide to mobile lifecycle marketing