Mobile is about more than just having an app
Most marketers agree that a robust mobile marketing plan is vital to the success of any business. In fact, mobile now accounts for 51% of the total digital media useage of adults in the US so far this year. With this pivotal shift in the digital marketing landscape, it’s no surprise that more and more companies and brands, both big and small, are developing their own mobile apps to offer customers.
But is that enough?
A good mobile app can produce a number of valuable benefits by increasing a company’s visibility, providing a direct marketing channel, and, most importantly, providing value to their customers. But for an app to be truly successful, you can’t simply build it and then sit back and watch the conversions come rolling in.
To achieve optimal conversion and ROI from your app you have to develop a clear communication strategy, too.
Increase usage through communication
A report released by Appboy showed that users who received just a single push notification after downloading a business’s app were 71 percent more likely to still be using the app over a two-month period than those who did not.
And if you want to increase your two-month retention by 130 percent, take your communications up a notch by sending an additional message through email or in-app messaging.
These two simple pieces of communication are all it takes to increase customer retention in a noticeable way.
Keep it simple, test it out
Once you’ve got a communication strategy for your mobile app planned out, the next step is to optimize your messaging. As with many other digital communications, shorter is better. Opt for notifications of 25 characters or fewer for best results. And whenever possible, be sure to personalize the messages you’re sending.
With your plan in place and your messaging optimized, the last thing you need to do is start testing. A/B testing is a best practice for any digital marketing tactic you use and your mobile app is no different. According to Appboy’s report, push notifications that went through A/B testing before being rolled out saw a 40 percent increase in conversions.
With just a little extra planning, you can take your mobile app from just another trend to an ROI-driving marketing tactic that will produce real results.
