So, your app is already live – what next? Yes, you need to figure out a way to continuously engage and convert your users and the answer is a Mobile Marketing Automation Platform!
In times when user behavior changes with every second, you need to keep a check at every level on how your app users are reacting. Not only that, you need to have a trick up your sleeve for every checkpoint, in the sense, how you go about engaging them at each juncture.
Here, I highlight 4 quintessential features your Mobile Marketing Automation Tool should have:
1. Does your tool allow Actionable Event Tracking?
Every Mobile App takes a user through a series of events or check-points. A quick example of a gaming app would be:
User registers >Goes to the Store >Equips with best Inventory (Free ones) >Starts the Game >Plays the Game >Submits Score >Checks Leaderboard >Goes to next Level >Updates Inventory >Goes to In-app Store >Purchases Item >Plays the Game
Apart from tracking these events in your mobile marketing platform only to slice and dice your data, you should be able to speak to your users any time when they trigger these events. So, the platform needs to be actionable, be it by way of Push Notification, In-app messages, Surveys or Email Campaigns.
2. Surely, your tool allows to create campaigns with segments, right?
You can’t always be on the dashboard and keep checking when users trigger an event and reach them – Just not humanly possible! Yes, you need marketing automation and the best way to do this, is by creating campaigns.
Another important aspect while creating campaigns in your tool, you should have a free hand to select multiple events under one campaign. Let’s take another example (this time an E-Commerce App) :
Segment A: Users who Add-to-Cart an Item/Items
Segment B: Users who made the Payment
A simple intersection of these segments, gives you the segment of users, who didn’t purchase. Now, you could automate a Push Campaign, where you reach out to these users with let’s say: a promo offer, discount coupon or free shipping offer, and Lo and Behold – Your conversion sky rockets!
3. Do you track your DAUs, MAUs, App Session Times and Retentions?
This tells you about your app’s performance – How much it is able to engage users? What is the ROI of your Marketing Spend? How many users are coming back to the app and in how many days from the installation date?
Intelligence on these aspects, gives you an insight on when you need to switch to a different approach. Let’s say, today you did campaign on Twitter and 500 users opened the app, and next day you did a campaign on Facebook and 200 users came back to the app – That clearly tells you where to direct your marketing efforts!
4. The biggest pain – Uninstallations!
If your tool is not telling how many users uninstalled and who uninstalled, it’s going to take you a long time to become a success!
“Based on Quettra’s data, we see that the average app loses 77% of its DAUs within the first 3 days after the install. Within 30 days, it has lost 90% of DAUs. Within 90 days, it’s over 95%”
So, if we understand the last few activities of an uninstalled user, it would pretty much sum up where the problem is and how we could engage better – thus, highly important your tool tells this.
Of course, you could do email campaigns to bring back an uninstalled user, as also send them a feature update or promotional offer they can’t resist!
If your tool is not doing all of this, check out Shephertz Marketing Automation Platform – which I am sure, you would love 🙂 Yes, it has a free trial too!