CRM & Retention Marketing in Mobile Apps: Three Things To Think About This 2019
Users are very different. And we can reach them in very different ways.
What many of us can’t communicate in our 140 character-limit ads, or the benefits we fail to show through our 15-second videos on Facebook, we can tell our users through our CRM messages. In-App Messaging for highly active users who open the app anyway, Push Notifications for those not so likely, Notification Inbox (or silent pushes as we call it) to those who haven’t given their push permission on iOS, Email Marketing, Text Messaging, and many more.
What we CRM managers do is assign users several attributes & tags. From this, we are able to build user journeys that have strict criteria-based rules (built using these specific user attributes & tags), wherein if you as a user don’t fit, you won’t fall into this journey.
We create different journeys because as our user base grew, a generic way of messaging our users just didn’t fit anymore. We make sure these journeys don’t overlap each other, and we also make sure that users fall into the category which they got interested in as a first step (for example, if the acquisition campaign was about new features→ user falls into journey meant for specifically informing him/her of the new features in general).
If there’s anything I’m taking in deep thought with me for CRM in 2019, it’s these three things:
First, learn from past data. You’d think that user behavior is intuitive, but what I realized working in CRM, is that it’s not. Micromoments, as how Google called it, do exist but they do differ from one user to another. Put your users in buckets, not according to the usual (meaning, demographics, geo, and so on) but rather in more meaningful ones. Segregating users in more meaningful ways help us predict their behavior accordingly, and therefore gives us the chance to perfectly time when we should upsell what.
Second, specify event triggers as specific as possible. Your developers don’t always think what we CRM managers need when preparing messages we want to send. They see a goal, and they will get you to that goal for sure. But there are many approaches to that goal. So as the CRM manager, know all possibilities in order to not miss out on opportunities. And especially if you work in mobile, align your platform developers what kind of data strings and in which formats they should pass to you, otherwise, you might end up with incoherent messaging.
Lastly, test before you rest. Whatever gut feel you have about what message would work best, make it your primary thought that you’re wrong. Test it. Messages sent in October could highly differ if you sent it in April. Also, there will be edge cases, so be prepared to have your Quality Assurance managers at your disposal before launching user journeys. Doesn’t mean that it looks fine on your device, that it will look good on all.