Introduction
People have on average 80 apps installed on their smartphones so it is incredibly hard to ensure your customers are using your app regularly and not dropping off, never to return. It is also much more profitable to encourage your existing users back into your app to spend than it is to acquire new users. The guide below will show you how to create a programme to win back those customers who have become inactive.
Benefits:
- Drive app usage
- Drive loyalty
- Create engagement and awareness
- Reduce churn
Required Features:
- Automation Center
- Push Notifications
High Level Use Case Flow
Create the necessary Mobile Segments:
Segment 1
- Segment should be linked to the correct app.
- Add a condition for Push Notifications is ‘Enabled’.
- Add a condition for Last Activity was in the past 336 hours.
Segment 2
- Segment should be linked to the correct app.
- Add a condition for Push Notifications is ‘Enabled’.
- Add a condition for Last Activity was more than 24 hours ago.
Create the Push Campaigns:
- Link to the correct app.
- Link to the correct segment.
- Add Push campaign content, including personalization and deep link.
Create the Automation Center program
- Design the contact journey.
Segmentation
- Create a Mobile Engage segment where Push notifications are enabled and Last app activity was more than 336 hours ago (or equivalent time).
A good starting point is to look at those customers who have been inactive for 7, 14 or 30 days and build journeys around those groups. However, make sure you’re considering your business when planning. A gaming app may expect daily usage so 3 days of inactivity may be a negative, whereas a retail app may only expect weekly usage so 3 days inactivity may be expected.
- Create a Mobile Engage segment where Push notifications are enabled and Last app activity was more than 24 hours ago (i.e. still no app activity since sending the first win back message).
- Create third Mobile Engage segment where Last app activity is within 24 hours (i.e. checking whether a customer has now engaged with the app since the final win back message)
Push Campaign creation
- From the Mobile Engage Push tab, click Create Push Message.
- Fill in general settings, giving the Push campaign a name, linking it to the app, selecting Recipient source as Automation Center and the choosing the relevant segment created previously.
- Type your message content in the preview pane and drag in any relevant personalization tokens or add images for rich push.
Use the Custom Data tab to add any deep links required to relevant pages in the app
Automation Center
- Start with a recurring Filter node running every day as the entry node (select the previously created Mobile Engage Segment).
- Add an A/B Splitter node.
- Add a Mobile Engage push message node for each branch (select relevant Push Notification message for each).
- Add a Wait node of 1 day for each branch (select the required time).
- Add a Segment node for each branch (select the second created Mobile Engage Segment).
- Add a Mobile Engage push message node for each branch (select relevant Push Notification message for each).
- Add a Wait node of 1 day for each branch (select the required time).
- Add a Segment node for each branch (select the final created Mobile Engage Segment).
- Add an End node for each branch.
- Add Participation criteria whereby customers can only enter the program once every 30 days.
Experiment with different content and incentives to bring your customers back into the app. It may be the case that for users inactive for 7 days you may not want to offer an incentive straight away to come back. However those users who have been inactive for 30 days may require an incentive to return.
You can create a more complex win-back journey where 7 day, 14 day and 30 day inactivity journeys are all addressed in the one Automation Center by using Filter Switches.
