Marketers & Developers - A Strong Combination

Working together closely with your App developers is essential and can lead to better ideas and performance. Stick to rules when thinking and planning push notifications and in-app messages. Think about what you would expect as a customer.

The most important point in mobile CRM (in my opinion) is to work closely with your developers. Some people would say it does not make any sense because mobile developers do not have much to do with marketing. But that is not the point. Once a product is in development, a user flow is created. That flow leads the user through the app and creates a special feeling while using the app.

As a marketer, you create campaigns that could interrupt the planned flow and lead the user in a different direction. Therefore it is important to sit together with the mobile team to plan different approaches. What can be helpful for marketers is to make use of a newsfeed. With a newsfeed (newsfeed cards), customers have the choice to view a message or not.

Push – is a powerful messaging channel

Push notifications have different purposes. It can bring back inactive customers to your app and can deliver urgent messages. It can be a useful channel for your product to increase conversions but it can also lead to high uninstalls because your customers are not happy with the messages they receive. There is just a thin line between those two options.

To use the whole power push notifications have, they should be a consistent part of your multi-channel strategy. Use it wisely and always think about how you use Apps and what you expect or not expect. Another important part of the strategy is customer segmentation. Segmentation is not only important in Email Marketing. Make sure you do not use the same segmentation on the two channels. It does not make sense, because the mobile customers have different expectations than email customers. Of course, there is always an overlap in the email and push customers, those customers should not be affected by both strategies.

Push notifications should always deep-link to a proper point in the App and should have a value for the customer. Try to put yourself in the users' shoes and ask yourself if it would make sense to link where you want the link to go.

Create long-term tests for your event series so you can find out the right time of sending your pushes. Do not spam your customers. Too many pushes will increase uninstalls. If you create an onboarding flow, for example, test it with around 20% of your customer base, depending on the size of your customer base. If you are happy with the numbers and it makes sense, then apply it to the whole database.

To summarize

Working together closely with your App developers is essential and can lead to better ideas and performance. Stick to rules when thinking and planning push notifications and in-app messages. Think about what you would expect as a customer. Most important, think about a good segmentation of your customers, to make the most out of it. In the end the whole team is working for the same purpose.