Mobile app marketing automation has been an indispensable tool for app developers and marketers who want to achieve better results in a very competitive market. But what exactly is it? And how can this tool bring success to your app?
This guide walks you through mobile app marketing automation–its advantages, value, and how you can take advantage of this innovative technology. By the end of reading it, you will have some actionable tips for building your app’s marketing performance up a notch.
Introduction To Mobile App Marketing Automation
Mobile app marketing automation is essentially the use of advanced tools and software that makes it easier to handle repetitive campaign tasks and optimize the campaign, helping to make a good user experience better. With this kind of high level technology, app marketers can use automation to send push notifications or in-app messages, run their email campaign, and track how users interact within the app.
Without automation, each of these tasks–manually managing them is not only a time-consuming and labor-intensive process but also a potential source for errors to creep in. Instead, we suggest you let automation do the work while still delivering personalized messages that really resonate with your intended audience. To get a deeper understanding of how mobile app marketing works overall, check out our beginner’s guide to mobile app marketing.
Why Marketing Automation is a Must for Mobile Apps
In the app ecosystem, with millions of apps in the app stores, this competitive landscape stacks the deck against anyone aiming to attract and hold onto users better than their rivals. But in facing up to such a challenge, automation enables marketers to stay ahead of the game by using data and technology for exactly what it was made to do – dressing up and sending personalized messages at the right time in order to keep user rates high.
Moreover, automation fills in some of the gaps between the user and the “engagement” Some users download apps, barely use them once or twice–and then often give them up entirely. Automated workflows can help to guide users through the whole lifecycle of a customer–from that first acquisition on into long-term retention.
Key Benefits of Mobile App Marketing Automation
Saves Time and Resources
Streamline your work by using marketing automation. By executing it that way, you can use your group’s time to re-evolve new strategies, undertake account analysis, and apply imaginative problem analysis.
Allows Personalization
Traditional way of message delivery is to send some mass email campaigns.
Per automation, you can send campaigns of content based upon the user’s current preferences and behavior to those subscribers who have clicked through or opened the double opt in e-mails.
Lifts User Retention
This used to involve time-consuming calculations as well as the manual windup of massive databases and analysis required to calculate user retention rates. Attribution analysis can now be taken care of by automation software, doing it in real time so that you can see how your app is performing in each cohort.
Warrants Limited Lifetime Offers
Once you’ve got someone’s name on your list it’s vital to set up a few steps for how you will continue to interact with him or her. For instance they ’ll need recommendations based on their previous purchases, and they can’t just unsubscribe altogether then send he person to a sales page which includes the latest deals.
Improves Campaign Efficiency
With detailed data available from the marketing automation platforms, you can measure campaign effectiveness and adjust your strategies in real time.
Magnifies Marketing Efforts
By automatically sending e-mails or launching in-app campaigns, automation makes it easier to manage large-scale marketing efforts. This not only preserves the intake of your app’s communication, but also helps you give new growth tractions for your product—and all in a uniform way.
How Mobile App Marketing Automation Works
In order to effectively implement mobile app marketing automation, you need to understand how it works. The following are large components of mobile app marketing automation you need to keep in mind:
User Segmentation
You can begin effective automation with user segmentation. This means to divide users into groups according to the specifics of their use of your app, such as location or behavior.
Case:
A fitness app might segment users according to their workout history to include beginners, intermediate, and advanced.
Automated Workflows
With automation, software systems can set up workflows that perform actions when customers perform behaviors. This might push notifications via e-mail, or generate in-app messages. Boost your brand with our digital marketing services—visit our site to get started.
Case Workflow:
If an eCommerce app user has put a product into their cart but does not buy, then they might receive an automated push notification to prompt them about leaving something unfinished.
Make Things Happen
In the same way that you can’t make a truly automated car without things to help drive it along and where does real data come from people using your app? That’s event tracking.
Whether it be an app open, a signup, tap, or a purchase, event tracking is essential in guaranteeing that messaging is timely and relevant.
Analysis of AB Tests
Many marketing automation platforms offer A/B testing software which allows for multiple variations of one campaign to see which is more successful with their audience.
For example:
Testing two variations of a push notification to be sent.
Analysis and Reporting
The ability to analyze and then build on results is a key feature of marketing automation tools. Statistics like click-through rates, retention rates and monthly active users (MAUs) usually help us decide.
How to Use Mobile App Marketing Automation
Here’s a step-by-step process to help you integrate automation into your marketing strategy:
The First Step. Define Your Goals
Start by identifying what you are trying to achieve in each of your campaigns. This can include increasing app downloads; re-engaging existing users; or lowering churn rates.
The Second Step. Choose a Marketing Automation Software
Look for a marketing automation solution that meets your apps’ requirements. Some popular options include Braze, CleverTap, MoEngage and Iterable. Weigh in features like across channels, analytics and scalability.
The Third Step. Segment for Targeted Users
Divide your user base into different columns — ensure that your content is as targeted as possible.
The Fourth Step. Create Workflows Tailored to Key Stages in User Lifecycle
- When User First Signs Up: If they do sign up for your service, let automation take care of any welcome messages.
- Engagement: Keep sending out periodic push notifications or reminders to people who haven’t been using it but haven’t yet uninstalled.
- Retention: Plan loyalty campaigns featuring opulent rewards and exclusive benefits for people who return.
The Fifth Step. Monitor and Optimize Program Performance
Make use of the following analytics interface on board to follow up on your system’s operation and fine-tune campaigns. Keep on experimenting with different strategies so that you can improve results.
Real-World Examples
- Ride-Hailing App Example:
One ride-hailing service observed that many users abandoned the app when they were in the midst of booking a car. The users were constantly reminded that, if they did not complete their orders, they were in danger of never getting a car at all. When linked with occasional discount codes, these reminders translated into a 25% increase in successful bookings. - Food Delivery App Example:
A food delivery app used behavioral segmentation to identify users who only order on weekends. As a result, the app automatically sent out Monday notifications, offering promotions exclusively for weekdays. - Meditation App Example:
As a meditation app, we used automated workflows to rekindling inactive users and sent them reminders about the kind of meditation they had done before. This reduced churn by 20%.
Future Trends in Mobile App Marketing Automation
The future of mobile app marketing automation looks bright, with technologies like AI, machine learning, and voice assistants playing a more significant role. Chatbots integrated with automation are anticipated to help users seamlessly interact with apps.
Therefore, it’s no longer a question of whether or not you should automate–but rather how to.
