Mobile applications are a way to go if you’re looking for effective ways to reach your customers. It turns out that mobile devices will drive 80% of global internet usage and it will grow even more in the coming years. The good news is that you can choose from different options of mobile push notifications and other messaging formats. All of them have unique features and advantages you should know. In this article, I’ll introduce a few basic types that are worth recommending.
You can use them to provide information relevant to the customer and tailored to their interests. These types of messages work well when you want to maintain a high level of customer engagement.
In-app messages can inform customers about new promotions, products or special events. Additionally, they may be used successfully in maintaining customer engagement. These types of messages can be triggered by any event defined in the mobile application.
Targeted mobile push notifications
Mobile push notifications are displayed on the main screen of a smartphone. Unlike in-app messages, the user does not have to open the application to view the full content. This is a great way to, for example, re-activate existing or potential customers who have not opened the application or in-app messages for a long time. This type of message uses information about a customer, such as name and purchase history in order to tailor content to the customer’s expectations.
Rich push notifications
A rich push notification directs the customer to a targeted screen, especially created for a selected customer segment. The insert can be, for example, a coupon, special video or other formats. You can personalize this content in different ways: send one coupon to users from New York and another one to users from San Fransisco.
Forms in a mobile app
You can use these types of forms, for example, to collect information progressively. At the beginning, you can ask the user only for their email and continue to collect information gradually in the following steps. Rewarding the customer for sharing their data is a must and can be given in the form of access to exclusive content or a dedicated offer.
Surveys in a mobile app
Thanks to the possibility of creating surveys, you can, for example, find out how customers who have purchased your product rate the entire checkout process. You can ask them about what they liked or what improvements they would like to see. The survey can be extended to different customer segments and the main goal is to test customer satisfaction depending on the business profile, place of residence and type of shipment.
Tooltips can effectively introduce a user to an application, explain how various elements operate or draw attention to unused application functions. Tooltips can also be used for specific segments, e.g. a new user will not see the same tooltip as users who have logged in to the application for the second time.
Banners enable you to present information to the customer at the right time in a visual and attractive way. They can be placed on the main screen, in the lower bar or in another location. It is important to remember to set the display time limit. It takes about 15 seconds for the user to decide if they want to click the banner. This type of banner shows the customer how many loyalty points they have on their card. When you show them special promotions available only in the application, you can encourage customers to use the app.
You can easily increase conversions by presenting coupons tailored to a specific customer, their purchase history and recent activity in the mobile application. You can also apply deep linking, direct customers to the app from other channels, such as social media, email campaigns, or mobile push. The mobile application can show a coupon to a customer who is on the shopping cart page and is making e.g. a purchase for the first time.
Optimize your message
Communication with the use of mobile applications requires analyzing performance data. In order to optimize mobile marketing, you need to analyze conversions from each particular message format and check which ones are the most effective. Design itself is also important – CTA location, tagline or colors can influence the message’s clickability. A good practice in testing mobile app messaging is conducting A/B tests.
In this case, Spotify encourages the customers to buy the premium plan, showing user-specific benefits. It also tests two different designs for campaign optimization purposes.
The UX of your application can’t be the same for everyone – it needs to be unique. To make it more personalized, you can use dynamic content in the form of banners, sliders, etc., which will be adapted to customer behavior (e.g. presenting last viewed products, categories, etc.)
Unify your customer’s web and mobile experience. Personalize your message for particular customer segments and share the same messages on all devices. A unique user will see the same message on the website, mobile site and in the mobile app.
Despite a wide range of mobile formats, a lot of companies still use less popular older ones, like QR codes. We still see ads that are not adapted to different screen resolutions of phones, resulting in worse efficiency.
When planning your campaign, pay attention to the formats discussed above. Also, remember that the effectiveness of advertising formats depends primarily on their adjustment to recipients. You have to know your target and their needs.
Currently we are able to target mobile messages based on customer interests and location. It gives you the possibility to send the appropriate message in the right time and engage them “here and now”. Thanks to that, you can achieve even more satisfying and effective campaign results.