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a store employee when looking for product information, because the information they receive on their device is usually more helpful than what store associates can provide. Think about it: if a mobile app can provide that information, the door is already open, waiting for the customer – physical or mobile – to walk through and follow through by shopping, selecting and buying. In OtherLevels’ experience with marketers across gaming, hospitality, and retail sectors, push notifications can boost adoption and help reduce app burnout, especially in early phases when reluctant or on-the-fence users might need a few well-timed incentives, reminders or suggestions to keep using the app, move to a higher level or deepen their interest, engagement and overall activity.


Make push notifications personal for maximum impact: Specific Tactics Consumers who opt in are the customers that


marketers want to attract and retain. They’re interested. They’re eager. They want to communicate. They’re keen on conversations that inform, update and alert them – any interaction that allows them to get the most out of that particular app. They are the segment that represents the most lifetime value. Instead of focusing on low-value customers, marketers should welcome the opt-in crowd, take advantage of their enthusiasm, and leverage data from their activities and profiles to make them feel appreciated, understood and valued. Don’t pull back on messaging strategies because of


fears about opt-out behaviours. Focus instead on smart communications and messages to high-value, interested customers who do engage. Delight customers who are already in the brand’s camp. Craft messaging that’s fun, rewarding, exciting, and brimming with content that encourages them to fulfil basic marketing goals: do more, stay longer, spend more, provide feedback, inform your next wave of content, and tell their friends. As data comes from the mobile device itself, especially around how recently or frequently the customer has used an app, completed a task or engaged with the brand, leverage that information to shape follow-up messages, reminders, or status-based content. Base messages on loyalty, purchase preferences, known interests or other data that’s available from the brand’s customer database, loyalty program or other data sources.


Explore messages beyond the push


Consider other types of messages beyond push notifications. A consumer who has opted out of push notifications might otherwise be open to messages from another channel. Send an interstitial or pop-up message (no opt-in required) to remind the user of other opportunities to engage. Send renewed prompts that open the door for consumers to opt back in. And use location-based triggers or data from shopping carts, shopping lists, loyalty programs, spending profiles or other app activities to send reminders, alerts, incentives or status updates. Marketing initiatives can focus both


on customer acquisition, higher usage rates of mobile apps and more activity and engagement with the apps and the offers they present


directly to smartphone users. Some apps allow users who are already connected – Facebook friends, e.g., –


to communicate within the app. Word of mouth behaviour and peer influence is as strong and powerful on mobile devices as in other environments, so why not turn it loose in mobile apps? Peer-to-peer messages can build on the power of a network to reinforce activity, reward achievement or successes, or turn the mobile environment into a familiar meeting place of a known group. As such, it remains a powerful source of continued inspiration and activity among friends.


Frame messages based on loyalty Loyalty is an ideal parameter on which to base opt-in


messaging content. Not only are these consumers already a known quantity with high levels of brand engagement, but marketers also can use loyalty as a pivot point for ongoing messaging to reinforce, deepen and continue to reward loyalty. Messages can recognize a user’s loyalty status and congratulate individual efforts. Messages can offer incentives that invite users to move from one loyalty level to the next, or remind them of activities that must be completed before they move to the next level. Loyalty-based messages can also deliver offers that provide information about members- only promotions.


And depending on the amount of data available as a


result of the member’s loyalty program status, content also can be tailored to a loyalty member’s specific interests, activities, even as specific as their preferred store location (for a retail app), the status of their mobile shopping cart, info about recently researched products or favourite betting activity (for a gaming app). When loyalty is used as the underlying premise for mobile marketing, the focus zeroes in on deeper engagement, higher spending and more activity.


Pursuing the opt-outs


Once an initiative to mine the value of opt-in consumers is in full swing and productive, marketers can then return to the issue of the opt-out crowd. Are they worth re-inviting? Is the marketing team willing to re-engage with them? Can specific tactics lure them back and turn them into more valuable customers/users? It’s important to know that a decision to opt out of push notifications isn’t necessarily final. It was a decision made at a particular point in time, usually as soon as the customer first opened the app, perhaps with only casual interest. But time passes and


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