This week we have a guest on User Engagement and Marketing Automation from Hannah Strain, Marketing Executive at Hurree. Hurree is a marketing automation platform for apps that helps engage your users and keep them active at a time that suits them. It goes one step further by automatically enhancing that 1 to 1 personal experience for the user without demanding any additional time from the marketer.
User engagement is crucial to building brand awareness and improving conversions for any business. Marketing automation tools can build this awareness, lowering cost and improving efficiency. App marketing automation delivers personalization to app users in a timely and efficient manner in order to increase user engagement.
To quote Bill Gates, “Automation applied to an efficient operation will magnify the efficiency.”
Still confused on what marketing automation is? Localytics explained it in a way that I had to share it with you here: “Marketing automation is like a car and app marketers are the drivers. Sure, you could walk to your destination, but a car will help you get there faster and make it a smoother journey because it does all the heavy lifting of climbing terrain, while you steer the direction it goes.”
Let’s look at 4 ways you can use marketing automation to increase your app user engagement.
Marketing Automation: 4 Ways to Increase User Engagement!
User engagement and retention are the nightmares for the majority of marketers out there. In this section we will list the 4 Best ways to Increase User Engagement through Marketing Automation. Take notes!
First impressions count! It may sound like common sense but you will be surprised how many apps forget to send a welcome message to their users. So what is a welcome message? For mobile apps a welcome message is simply an email that gets triggered every time someone registers on your app. This could be a single email with a welcome message and additional information or a series of emails sent at a regular interval.When you download the free InVision prototyping app, they send you a welcome email saying Hi and clearly indicate next steps. Like InVision, you can use this kind of welcome message to educate the user about your app, but it doesn’t stop there. Why not offer an initial discount, voucher or benefits to get them started engaging with the app. Speaking of engagement, everyone loves a good animated GIFs or Video. Videos have the best engagement and conversion rates on social media or landing pages. So what’s stopping you from using them in your emails? Just a thought! 😜
Top Tip: Remember to personalize! Welcome messages that are personalized to new users increase engagement. In fact, Adobe recently published the results of a real-time marketing insights study, which showed that 77% marketers think real-time email personalization is great for businesses.
Abandoned Purchase Message
Ever put something into your shopping cart and left it there? Yes me too! But what brings you back to make the purchase it? The chances are, you were sent an automated email or push notification to remind you about it. But how?
Marketing automation my friend! When someone leaves an item in their shopping cart without completing the purchase, you can create an automated message reminding them of the products in the cart. Marketers can create a series of messages that start from a simple reminder to asking if they need any additional help in completing the process. As a final resort, offer a discount to get the user back on the app and completing the checkout process.
A best practice would be to send out each email or push notification with a gap of one day or, at the most, two days between them. Gorilla360 put together a review of abandoned cart email examples. It was noticed that, in most of the examples, the first email or notification was sent out within 3 hours of the cart abandonment and a total of 3 emails were sent in an attempt to get the user to complete the transaction.
These messages are automatically sent whenever a transaction takes place. For example, a user will immediately receive a confirmation message that outlines what they have just purchased.
Everyone loves the email that is sent to confirm that their Dominos order has gone through after ordering on the Domino’s Pizza App.
The user is engaged and kept informed about his or her order via “Dom” the order tracker on the app. This helps develop comfort and a higher level of trust with the Domino’s Pizza brand.
Retargeting has become a popular feature of marketing automation for marketers. Why I hear you ask? It allows the marketers to target users across multiple channels even after they have left your app.
For example, you can target an ad or piece of content specifically to users on social platforms related to your app. I’m sure you have noticed before when you have been browsing certain websites, then all of a sudden google ads start showing you products related to something you have just viewed. This all helps in getting your attention as well as getting you back on the app for further engagement.
Retargeting helps utilize all social and online platforms to get the user back to your app. It helps in keeping your brand constantly in front of your users regardless of what platform they are using.
Marketing Automation for User Engagement – Conclusion
Every app wants to increase their user engagement and the use of a good marketing automation tool is a great way to do it. First impressions count, so make sure your first message is welcoming but informative. Be as personal as you can as this the makes the new user feel special and is more likely to increase app engagement. Transactional messages are always seen as a joy by users, as they mean whatever the user has bought or ordered is on its way. Using marketing automation for the ways mentioned automatically keeps the users informed. This helps increase not only app engagement, but also brand trust, which strengthens the overall relationship between the app and its user.