Holiday Mobile Campaign Strategies

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Gearing Up For Holiday 2016: Mobile Campaign Insights & Planning Tips

Participate in the social conversation @urbanairship #MobileStrat


Speakers

Stephanie CaprettoDigital StrategistUrban Airship

Bill SchneiderSr. Director of Product MarketingUrban Airship


Black Friday Will Never Be the Same

According to the NRF, Holiday 2015 was the first year online shopping eclipsed in-store.

102 million shoppers

103 million shoppers

In-store Online


60%of online traffic came from mobile devices — a 15.4% increase over 2014


35% of shoppers would be more interested in shopping at a particular retailer in a physical store after seeingcontent in a general shopping app .



Mobile engagement trends from holiday’s past

1. Notifications were up 34% y/y

2. Shopper engagement rates doubled in 2014

3. More than 1/3 of all retail app opens were attributed to a notification

4. Shoppers were most engaged the Saturday before Thanksgiving


2015 Mobile Engagement Holiday Recap & Strategies


Daily retail app downloads increased 21% compared to October 2015


Strategy: Find Look-a-Like Audiences

Find highly-engaged users in your app.


Top performing apps saw notification opt-in rates increase from 55% to 58%


Strategy: Optimize the Opt-In

Ask when the value is clear


… and Use Email for Personalized Deals via Push


… or Retarget Opt-Outs with In-App Messaging

Retarget opt-outs with the message center

- Or -

In-app notifications

Out-of-the-box device property tag includes opt-out status for easy targeting.


Nurture New App Users

Opportunity: Update automated welcome messages seasonally

How should the customer use the app during the holidays?


Push Notification Send Volume Year-over-Year

Su T Th S M W F Su T Th S M W

Black F

riday Su

-

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

2014 2015


Promoting Black Friday & Holiday Deals Early


Push Notification Engagement Rate Year-over-Year

Su M T W Th F S Su M T W Th F S Su M T W Th F S Su M T WTh

anks

givin

gBl

ack

Frid

ay S SuCy

ber M

onda

y5%

10%

15%

20%

25%

30%

2014 2015


22% of app users opened the app after receiving a push notification the Sunday before Black Friday


Deals Parade Leading up to Black Friday


Prepping for In-Store Experiences – Macy’s

Monday 11/23

Email received after sweeps signup


App-y Thanksgiving! Stores are Closed, but Apps are Open


Dynamic Mobile Coupons


Strategy: Leverage Mobile Wallet to Lock in Loyalty

Leverage wallet items as ongoing engagement channels.


Anti-Black Friday – REI’s #OptOutside Campaign


More Notifications are Including a Call to Action


Increased Use of Engaging Emojis


Offer Code in the Push Notification

Tip: Make sure there’s a persistent place for the offer code to live once the user taps though.

In-app message center is a great for personalized offer codes


Strategy: Test Your Messages and Offers

Take the guesswork out of mobile engagement success

• Test up to 26 variants• Make decisions with

confidence• Control group

• Measure engagement impact• Direct opens, indirect opens

and custom events


VIP Treatment


Retailers sent 152% more in-app message center messages


In-App Message Centers – GameStop Holiday


In-App Messaging Reaching Users in the Moment


Message Centers Double Read-Rates

8X Greater Direct Response Than PushComparing average message center read rate to direct taps on a push

Notifications Double Read RatesWhile home screen badges increase read rates 23%

High-performing apps see nearly half of all messages readOverall average read rate for high-performing apps is 44%, while it is 49% for retail apps


Black Friday is Ending…but Don’t Fret! Cyber Monday is Starting!


Last Call for Cyber Monday Deals!


Post-Cyber Monday, Content Ideas…

• Gift guides• Last minute gifts,

including gift cards• Shipping deadline

reminders• More deals!• Warm & fuzzy holiday

cheer


5 Ideas to Plan for Holidays

1. Mine your app for valuable customers and power look-a-like acquisition campaigns

2. Define your push notification value proposition to nurture new app users acquired during holiday

3. Double your “stickiness” with Message Center

4. Leverage Wallet to build an offer based engagement channel thru the holidays

5. Use mobile data to start learning about your customers now to improve holiday experiences


Q&A@urbanairship #MobileStrat