leanplum-打破移动推送通知参与的障碍（英文）-2019.7-32页.pdf

BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTFor years,brands have been slow to implement push notifications.Theyre cautious of sending too often and annoying those who ultimately opt-out.As a result,brands fail to reach users on the most personal device they own their smartphones.Our phones hold the key to our habits,such as the routes we take to work,the stores we use to shop,and the games we play.They reveal the secrets to our preferences,from our favorite bands to our most-read news topics.This wealth of information is a treasure trove for data-driven mobile marketers who want to build relationships with their customers.3BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTTHE ROOT OF DATATo understand what your customers want,our data science team analyzed where apps go right and wrong with mobile messaging.After scouring every push notification data point we could imagine,there was one stat that really stood out:sends versus opens.Across the world,apps were sending push notifications at certain times,but users were actually opening them during others.But first Who are Leanplums users?SENDSVS.OPENS4BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTGEOGRAPHICAL LOCATIONREGIONS ANALYZED5BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTUSER ENGAGEMENTMediaRetail TravelSpanning the globe,these users have a diverse set of interests.On the right,you can see how likely users are to open push notifications sent by certain verticals.App Vertical6BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTPREFERRED PLATFORMSAndroidiOSOther OSMediaRetail TravelThis is how users preferred to engage with push notifications,broken down by verticals on three different platforms:Android,iOS,and“other”mostly Windows.iOS users prefer to engage with travel apps,while Android users show more interest in retail and media.App Vertical7BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTTHE POWER OF PERSONALIZATIONWe also analyzed the effect personalization has on engagement.It turns out that apps that use personalized triggers see higher engagement than those that send blast campaigns.The takeaway here is to begin a conversation with your users via a personalized push notification.HIGHER ENGAGEMENTSLOWERENGAGEMENTSPERSONALIZED TRIGGERSVS.BLAST CAMPAIGNS8BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTTHE POWER OF PERSONALIZATIONUnique push notification messagesIts evident that users respond to apps that utilize push campaigns effectively.Personalization is very powerful.You dont want to overdo it.On the right,you can see that almost all apps with high open rates used fewer than 100 different push campaigns in 2015.Open rates of apps that had at least 1,000 push messages send events in 2015,sorted by unique messages.SENDS VS.OPENSTHE RESULTSNext,well dive into key findings of sends vs.opens.After analyzing over 671,587,169 push notifications,we found that 63 percent of apps send at the wrong time.Here is the data,broken down by geography and weekday vs.weekend.11BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTNORTH AMERICA(WEEKDAY)LOCAL HOUROpenedSentBenchmark:On weekdays in North America,sends spike during morning commuter hours,lunch breaks,and after school ends.Opportunity:Brands should send after dinner,from 69pm.12BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTNORTH AMERICA(WEEKEND)Benchmark:Apps send the bulk of pushes on weekend mornings and afternoons.Opportunity:Brands should send at 4pm and 5pm where customer engagement is still strong and push frequency drops.OpenedSentLOCAL HOURFindings In North America,apps barely miss the mark,often by only an hour.On weekdays when kids get home from school,engagement begins to peak.Opens fully vest at 7pm,when people reach their most engaged for hours.This proves that the old adage not to call at dinner is false.When the 8pm drop-off in sends occurs,apps actually have the least competition,and therefore the highest chance of grabbing user attention.Our theory:users are relaxing at night,unhindered by work or chores.On weekends,best practice dictates sending during late afternoon through the evening.14BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTEMEA(WEEKDAY)Benchmark:On weekdays in EMEA,apps send late at night,with push peaking from 9pm1am.Opportunity:Brands should instead target mornings,from 68am,when users are more likely to open.OpenedSentLOCAL HOUR15BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTEMEA(WEEKEND)Benchmark:On weekends,sends and opens both peak at 9pm,but sends taper off an hour later,while opens are still high.Opportunity:Brands should keep sending an hour longer,through 10pm.LOCAL HOUROpenedSentFindings When in doubt,9pm is the magic number in EMEA.Here we see the complete opposite of North America.On weekdays,users are much more likely to open push notifications in the morning hours,particularly from 68am.Marketers should focus on this goldmine before work.However,a look at the late night hours,between midnight and 1am,reveals an alarming discrepancy.Sends peak,yet users arent engaging.One possibility is that marketers in other geolocations fail to take into account individual time zones and send every notification at once.On weekends,the answer is simple.Marketers send push correctly at 9pm,but users crave communication even after that.Send between 810pm to get the most impact.17BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTLATAM(WEEKDAY)Benchmark:On weekdays in LATAM,customer engagement is high in the morning and night.Opportunity:Brands should engage at 8am or after 6pm,rather than oversend in the afternoon.LOCAL HOUROpenedSent18BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTLATAM(WEEKEND)Benchmark:Apps send more often than users open from 35pm.Opportunity:Brands should send more pushes at the 6pm timeframe when customers are likely to open.LOCAL HOUROpenedSentFindings Latin Americas results are quite telling.On weekdays,opens peak during commuting hours,at 8am,and then drop during work hours.Opens dramatically increase at 5pm when users clock out,the time we have happily dubbed,“push notification party time”!On the weekends,marketers send too frequently at 3pm.By sending at 6pm,when users are most engaged,they increase the likelihood of users opening.20BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTAPAC(WEEKDAY)Benchmark:On weekends in APAC,push frequency is higher in the late morning.Opportunity:Brands should send earlier from 79am to have a better chance at engagement.LOCAL HOUROpenedSent21BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTAPAC(WEEKEND)Benchmark:Afternoon push sends are still high from,46pm when customers open less often.Opportunity:Brands should aim to reach their audience by sending from 7am1pm.LOCAL HOUROpenedSentFindings On weekdays in APAC,theres an appetite for morning pushes.Starting at 7am,consumers are more engaged than apps anticipate,but as opens rise throughout the morning,so do sends.By 10am,apps actually flood users with messages.On weekends,apps are totally off-base.Marketers vastly underestimate early morning engagement and send too often from 126am.Instead,apps should send from 7am1pm to reach their full user base.23BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTLooking at this data,its apparent that far too many apps send push notifications at times when users arent likely to open.Luckily,theres a solution for this.Mobile apps can employ a data-smart mobile marketing automation platform(MMA).A holistic MMA platform,such as Leanplum,enables apps to make intelligent decisions about their mobile messaging.Leanplums platform provides an omnichannel approach,empowering apps to reach users via push notifications,email,in-app messages,SMS,and more.Here are a few ways you can optimize your messaging with our platform.CLOSING THE ENGAGEMENT GAP24BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTCAPABILITIES&TACTICSUse machine learning algorithms to automatically predict when a customers is likely to open your push.Address customers by name and send relevant messages triggered by in-app activities.Use predictive behavior-based tools to deliver millions of mobile engagements.Test every variable,from A to Z,both in and out of the app without code or app store resubmissions.Understand each and every customer and measure in-depth campaign impact.1.Optimal Timing2.Personalization3.Marketing Automation4.A/B Testing5.Analytics25BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTPERFECT YOUR TIMING Send push notifications during the moments when users are most likely to engage.How It Works:This intelligent algorithm draws from each users past behavior to predict future engagement.By analyzing when someone interacts with your app,you can send messages when open rates are highest.Behavioral Analysis Review each users activity to determine when someone wants to hear from you.A/B Testing Evaluate real-time insights from every message you send to refine future campaigns.Intelligent Learning Our algorithm equips you to make data-driven decisions that improve deliveries.OPTIMAL TIMING 26BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTINCREASE PUSH OPT-INSOn average,only 42 percent of users opt-in to push.Engage your full customer base with these powerful features.How It Works:Send personalized in-app messages to encourage push permissions at a time when the user is most engaged.Optimal Timing With Soft Ask,you can move beyond the default iOS Push prompt to engage users during peak times.Multiple Ask Apps can prompt multiple times,to increase the chances of users opting in.Clear Value Showcase the benefits of push at compelling times during the app experience.SOFT ASK PUSH PERMISSIONS 27BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTAUTOMATE CAMPAIGNS FOR THE RIGHT USERKeep your audience up-to-date by automating campaigns triggered by global events.Send to users who display certain behaviors or preferences to alert them to new content without manual effort.How It Works:Programmatic delivery sends dynamic campaigns to the select customer segments most interested in your story.Notifications can appear as push,email or in-app messages with a single API per event.Personalized Messages Deliver content to select users who exhibit certain actions or interests.PROGRAMMATIC DELIVERYGlobal Triggers Trigger messages based on global events,like a breaking news story or album release.Effortless Automation We automate your most valuable alerts by messaging the people who benefit from the event.28BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTREACH 100%OF YOUR AUDIENCEIntroducing a persistent container to log personalized communications with users.While Newsfeed is a great standalone campaign tool,its an especially useful way to send important announcements to those who miss other channels.How It Works:This single-screen view of dynamic messages extends communication outside of email,push,and in-app messages,so you can alert 100 percent of your users to the latest updates.Content Extension Push is no longer an obstacle.Newsfeed extends the line of communication between apps and customers.NEWSFEED Persistent Container Great for re-engagement,users can always view messages in one place,accessing the latest story or sale.Encourages Engagement Works in sync with badges to drive dormant users back into your app,so you truly reach your full audience.29BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTEMAIL INSIDE A ONE STOP PLATFORMCreate an integrated communication strategy that works in tandem with other mobile channels on one device.Start a conversation where your customers crave engagement most.How It Works:This automated marketing strategy intelligently recognizes and responds to in-app activities.Contact users who opt out of or dismiss push and in-app campaigns;or send email as a reminder in a larger campaign.Coordinated Communications Author a holistic campaign and publish once,to engage customers across all channels.EMAIL In-App Triggers Trigger emails based on in-app activities or time them as a follow-up to push and in-app messages.Personalized Power Automate and personalize for every user to recognize activities that increase conversions.30BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTTHE CONFIDENCE TO SUCCEEDLeanplum is the only MMA platform that enables A/B testing both inside and outside of the app.You no longer have to rely on gut feeling,telling yourself,I think this time works better.Instead,test every message the who,what,and when to analyze each variable that affects your opens.Then,test app content so your return on investment extends beyond messaging.With every test you run,your data is automatically organized,giving you a clear picture of statistical significance.Its the smart approach to push notifications.ABvs.31BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTOur world-class customer success team works with our customers to deliver results like these:+27%engagement byA/B testing three newproduct feed strategies.+17%Revenueby using Optimal Time CONTACT USSOCIAL MEDIATOP BRANDS TRUST LEANPLUM+182%push opt-inswith Soft AskPush Permissions.32BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTADDITIONAL RESOURCESLEANPLUM BLOGFORRESTER GUIDE TO 2016 MOBILE AND APP MARKETING TRENDS HOW TO TRIPLE MOBILE PUSH NOTIFICATIONSWant to learn how you can triple push notification opt-ins for your mobile app?Were happy to shed some SAN FRANCISCO|NEW YORK|BULGARIA|UK 扫码关注：金融干货精选获取更多干货资料