This article provides you with information for setting up welcome/onboarding campaign.
Introduction
To increase brand adoption via the mobile app, it is advantageous to provide an engaging onboarding journey for the customer. It is widely considered to be one of the most important experiences for a customer as it will effect whether or not they will continue to use the services going forward. A good onboarding journey has been shown to increase app retention rates by up to 50%.
Benefits:
- Drive early 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 Segment:
- Segment should be linked to the correct app.
- Add a condition for Push Notifications is ‘Enabled’.
- Add a condition for App Installation Date was in the past 24 hours.
Create the Push Campaigns:
- Link to the correct app.
- Link to the correct segment.
- Add Push campaign content, including personalization.
Create the Automation Center program
- Design the contact journey.
Segmentation
Create a Mobile Engage segment where Push notifications are enabled and App installation date is within 24 hours.
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
- Once complete click Ready to Launch and the Push Notification will be able to be selected from the relevant Automation Center Program.
- Complete these steps for each of the three welcome/onboarding messages.
A good flow to follow from a content standpoint for the 3 messages is as follows;
- Generic Welcome/thank you for downloading
- Highlight and direct customers to a key feature of the app and how to use it (it may be the wishlist for a retailer for example)
- Either direct to another feature or look to push customers towards a conversion. This may be by directing them to your bestselling products or sale items or even offering an incentive to make their first purchase
Automation Center
- Start with a recurring Filter node running every day as the entry node (select the previously created Mobile Engage Segment).
- Add a Mobile Engage push message node (select the first welcome/onboarding message).
- Add a Wait node of 1 day (select the time).
- Add a Mobile Engage push message (select the second welcome/onboarding message).
- Add a Wait node of 1 day (select the time).
- Add a Mobile Engage push message node (select the third welcome/onboarding message).
- Add an End path node.
- Add in Participation criteria whereby contacts can only enter this program once.
You can create a more complex welcome journey by adding an A/B Splitter node after the first segment node. You can then test different content and incentive messages to determine the optimum onboarding journey for your customers.
