Mobile Messaging for Lifetime Relationships
A few years ago, you would be delighted if your bank had an app. Now, that's what you expect from your bank. In fact, if your bank doesn't have one, it's actively hurting your experience. Mobile channels, like push, are so powerful because they offer an intimate touchpoint, but that also means it's a responsibility. An email that's not personalized or targeted can be somewhat annoying, but most people put up with it because it's easy to ignore. A push message that's not personalized or relevant feels invasive — beyond just seeming like spam, it damages the experience and can make people delete your app.
Strong mobile strategies require personalizing your messages to people based on activity, behavior and what you know about them. The person who has only purchased fantasy football trophies from your e-commerce app is not likely to be interested in a push for discount lingerie. Sounds obvious, but executing personalized messages, at scale, is hard.
You also need to optimize everything. Constantly test your copy and the time of day it's sent. This has to be a continual process, because there's no one optimal time of day for your entire user base — each person will have optimal times.
Uber uses push in a way that's aligned with its value. The transportation service uses push for utilitarian purposes: it tells you when your car has arrived, to follow up on finishing a transaction and when surge pricing has ended. Uber is a great example of knowing when not to send a push. It understands what its customers want from push (where is my car?), and it saves larger brand-building messaging for email, social and other channels.
8tracks also has great examples of mobile messaging to achieve business goals. The company used humor in its push campaigns to build its brand and engender good feelings with its audience. It wasn't as simple as including a few funny quips, however. The 8tracks team used a metrics-driven strategy to see how it could incorporate humor.
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