App CRM / Product Marketing Panel: How to Get Users Coming Back

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With

Dora Trostanetsky

⛏️

Guest Miner:

Sylvain Gauchet

💎 x

8

Moderated by Andy Carvell (Phiture - mobile growth consultancy) and featured Nick Lyford (Fishbrain - fishing community), Dora Trostanetsky (Soundcloud - music streaming app), Claudia Garcia (GameDuell - games like Gin Rummy or Belote) discussing CRM and Retention.

Source:

App CRM / Product Marketing Panel: How to Get Users Coming Back

(no direct link to watch/listen)

(direct link to watch/listen)
‍

Type:

Panel

Publication date:

December 4, 2019

Added to the Vault on:

February 24, 2020

NOTES Gems Discussion

These insights were shared through the free Growth Gems newsletter.

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💎 #

1

Most impactful in-app messages: the ones about the benefits of the paid subscription and the ones leading users to have a better experience (through "nudges").

18:15

View gem in the Notes

💎 #

2

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.

30:58

View gem in the Notes

💎 #

3

Gaming apps typically require to start very early with re-engagement strategies with push notifications and be much more aggressive: if not engaged by D7 they are practically gone.

4:00

View gem in the Notes

💎 #

4

For most non-gaming apps, first monitor when a user is becoming very engaged and has a lot of activity then send push notifications to engage further

7:30

View gem in the Notes

💎 #

5

Be smart about when you trigger the push notifications permission dialogue -> drive opt-ins after “happy moments” (win, rewards, etc.)

13:40

View gem in the Notes

💎 #

6

Use D0 and D1 messages to understand “why users are here” to be able to segment them

20:28

View gem in the Notes

💎 #

7

Involve your product and design teams from day 1 to work on template designs, and make the actual content/text changeable freely by CRM team.

22:34

View gem in the Notes

💎 #

8

One way to go can be to have the product team define when it is appropriate to trigger the in-app message (more challenging for gamin) so the CRM team has a trigger they can use (“CRM ready” trigger)

25:05

View gem in the Notes

The gems from this resource are only available to premium members.

💎 #

1

Most impactful in-app messages: the ones about the benefits of the paid subscription and the ones leading users to have a better experience (through "nudges").

18:15

💎 #

2

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.

30:58

💎 #

3

Gaming apps typically require to start very early with re-engagement strategies with push notifications and be much more aggressive: if not engaged by D7 they are practically gone.

4:00

💎 #

4

For most non-gaming apps, first monitor when a user is becoming very engaged and has a lot of activity then send push notifications to engage further

7:30

💎 #

5

Be smart about when you trigger the push notifications permission dialogue -> drive opt-ins after “happy moments” (win, rewards, etc.)

13:40

💎 #

6

Use D0 and D1 messages to understand “why users are here” to be able to segment them

20:28

💎 #

7

Involve your product and design teams from day 1 to work on template designs, and make the actual content/text changeable freely by CRM team.

22:34

💎 #

8

One way to go can be to have the product team define when it is appropriate to trigger the in-app message (more challenging for gamin) so the CRM team has a trigger they can use (“CRM ready” trigger)

25:05

The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.
‍

💎 #

1

Most impactful in-app messages: the ones about the benefits of the paid subscription and the ones leading users to have a better experience (through "nudges").

18:15

💎 #

2

To test new creatives, run a new creative test each week (with same audience/platform/geos), measure them against each other, rank them and introduce the best ones into active campaigns.

30:58

💎 #

3

Gaming apps typically require to start very early with re-engagement strategies with push notifications and be much more aggressive: if not engaged by D7 they are practically gone.

4:00

💎 #

4

For most non-gaming apps, first monitor when a user is becoming very engaged and has a lot of activity then send push notifications to engage further

7:30

💎 #

5

Be smart about when you trigger the push notifications permission dialogue -> drive opt-ins after “happy moments” (win, rewards, etc.)

13:40

💎 #

6

Use D0 and D1 messages to understand “why users are here” to be able to segment them

20:28

💎 #

7

Involve your product and design teams from day 1 to work on template designs, and make the actual content/text changeable freely by CRM team.

22:34

💎 #

8

One way to go can be to have the product team define when it is appropriate to trigger the in-app message (more challenging for gamin) so the CRM team has a trigger they can use (“CRM ready” trigger)

25:05

NOTES Gems Discussion

Notes for this resource are currently being transferred and will be available soon.

How do you think about CRM? Which touch points with users?

Claudia (GameDuell)

3 main products

Desktop
2 apps (both car games)

Approach to CRM for the apps

Really short life spans -> for gaming, start very early with re-engagement strategies [💎@4:00]: you have to be very aggressive (if they are not engaged by D7 they are practically gone)
Key process is onboarding: how the app works, features they can have, when they can participate in leagues, etc.
Volume of messages
- Based on behavior and interest
- 2-3 pushes per day but can be more if they react to incentives

Dora (SoundCloud)

Complete opposite: trying to figure out “what is too much”
Also low conversion on push notifications
Volume of messages: weekly engagement cap: [💎@7:30] if a user is very engaged and has a lot of activity then he receives new notifications when a new artist posts track, etc.

Nick (Fishbrain)

Fishing world extremely segmented -> [💎@8:24] hottest spot is to figure out who they are
- Super localized messaging
- Super colloquial stuff (in tune with how they talk)
Volume of messages: about 2-3 push notifications a day
- A lot of social media type push notifications (ego push)
- “Clever” creatives

Looking out for “negative effects”

Claudia (GameDuell)

Try to be smart in the permission dialogue to trigger them at the right time -> [💎@13:40] drive opt-ins after “happy moment” (win, rewards, etc.)
Very niche game (> 50 yo) and people like to receive updates

Dora (SoundCloud)

Currently sending campaigns at different frequencies: first looking for positive effect but keeping an eye on when they’ve reached the threshold of “too much”
Measure uninstall per campaign for each group of users

In-app messages use cases

Dora (SoundCloud)

[💎@18:15] In-app messages is the most successful channel for engagement (one of the reasons is that if they open the app it’s already proof of engagement).
- A lot of messages explain the benefits of a paid subscription -> works nicely to get more subscriptions
- Also messages with educational purpose leading to a better experience for the user -> recommends this too (slight pop-up in a corner suggesting to like, etc.)
(Here is a good article on the technical types and use cases of in-app messages)

Nick (Fishbrain)

Messages with educational purpose as well
[💎@20:28] Also on D0 and D1 messages to understand “why they’re here” (which segment they belong to) which then helps them start their 7-day messaging flow

Challenges between CRM vs. Product team for in-app messages

Dora (SoundCloud)

Got product and design to work together on templates to make sure you’re on guidelines -> [💎@22:34] design team closely involved, with CRM team free rein on the content itself

Claudia (GameDuell)

Harder to find triggers that have the frequency they’d like (happy moments). But work with product and UX to make sure it doesn’t interrupt the flow and the gameplay -> finding that sweet spot
[💎@25:05] At the end of a game there is an animation (move to next game, reward) and product team created a “CRM ready” trigger when they animation has finished

Nick (Fishbrain)

Involving the design team as soon as possible -> testing ground for something that could be part of the product which helps everyone get on board (measuring results, etc.). Almost like prototyping

Q&A

Fishbrain and influencers: lots of video content so it has been a huge growth area for them
Going from in-app message to implementing an actual feature in the product: especially done when the capability limit has been reached by in-app messages

What does good retention look like for your app category?

Nick (Fishbrain)

Want people to come back weekly, all-year round
First 7 days huge, need to get users back within 24-48 hours
Seasonality is a big challenge because of weather -> Fishbrain needs to cater to this as well

Dora (SoundCloud)

A couple of times a week is showing nice engagement
Trying to convince people about your unique value (vs. pretty similar app)

Claudia (GameDuell)

Engagement (like sharing campaigns)
Peaks of engagement during holidays and weekends
People should come once a week, at least on the weekend

Re-activation for past subscribers (still active in free version)

Claudia (GameDuell)

Free-to-play so monetization different but basically: offers and discounts

The notes from this resource are only available to premium members.

How do you think about CRM? Which touch points with users?

Claudia (GameDuell)

3 main products

Desktop
2 apps (both car games)

Approach to CRM for the apps

Really short life spans -> for gaming, start very early with re-engagement strategies [💎@4:00]: you have to be very aggressive (if they are not engaged by D7 they are practically gone)
Key process is onboarding: how the app works, features they can have, when they can participate in leagues, etc.
Volume of messages
- Based on behavior and interest
- 2-3 pushes per day but can be more if they react to incentives

Dora (SoundCloud)

Complete opposite: trying to figure out “what is too much”
Also low conversion on push notifications
Volume of messages: weekly engagement cap: [💎@7:30] if a user is very engaged and has a lot of activity then he receives new notifications when a new artist posts track, etc.

Nick (Fishbrain)

Fishing world extremely segmented -> [💎@8:24] hottest spot is to figure out who they are
- Super localized messaging
- Super colloquial stuff (in tune with how they talk)
Volume of messages: about 2-3 push notifications a day
- A lot of social media type push notifications (ego push)
- “Clever” creatives

Looking out for “negative effects”

Claudia (GameDuell)

Try to be smart in the permission dialogue to trigger them at the right time -> [💎@13:40] drive opt-ins after “happy moment” (win, rewards, etc.)
Very niche game (> 50 yo) and people like to receive updates

Dora (SoundCloud)

Currently sending campaigns at different frequencies: first looking for positive effect but keeping an eye on when they’ve reached the threshold of “too much”
Measure uninstall per campaign for each group of users

In-app messages use cases

Dora (SoundCloud)

[💎@18:15] In-app messages is the most successful channel for engagement (one of the reasons is that if they open the app it’s already proof of engagement).
- A lot of messages explain the benefits of a paid subscription -> works nicely to get more subscriptions
- Also messages with educational purpose leading to a better experience for the user -> recommends this too (slight pop-up in a corner suggesting to like, etc.)
(Here is a good article on the technical types and use cases of in-app messages)

Nick (Fishbrain)

Messages with educational purpose as well
[💎@20:28] Also on D0 and D1 messages to understand “why they’re here” (which segment they belong to) which then helps them start their 7-day messaging flow

Challenges between CRM vs. Product team for in-app messages

Dora (SoundCloud)

Got product and design to work together on templates to make sure you’re on guidelines -> [💎@22:34] design team closely involved, with CRM team free rein on the content itself

Claudia (GameDuell)

Harder to find triggers that have the frequency they’d like (happy moments). But work with product and UX to make sure it doesn’t interrupt the flow and the gameplay -> finding that sweet spot
[💎@25:05] At the end of a game there is an animation (move to next game, reward) and product team created a “CRM ready” trigger when they animation has finished

Nick (Fishbrain)

Involving the design team as soon as possible -> testing ground for something that could be part of the product which helps everyone get on board (measuring results, etc.). Almost like prototyping

Q&A

Fishbrain and influencers: lots of video content so it has been a huge growth area for them
Going from in-app message to implementing an actual feature in the product: especially done when the capability limit has been reached by in-app messages

What does good retention look like for your app category?

Nick (Fishbrain)

Want people to come back weekly, all-year round
First 7 days huge, need to get users back within 24-48 hours
Seasonality is a big challenge because of weather -> Fishbrain needs to cater to this as well

Dora (SoundCloud)

A couple of times a week is showing nice engagement
Trying to convince people about your unique value (vs. pretty similar app)

Claudia (GameDuell)

Engagement (like sharing campaigns)
Peaks of engagement during holidays and weekends
People should come once a week, at least on the weekend

Re-activation for past subscribers (still active in free version)

Claudia (GameDuell)

Free-to-play so monetization different but basically: offers and discounts

The notes from this resource are only available to premium members.

How do you think about CRM? Which touch points with users?

Claudia (GameDuell)

3 main products

Desktop
2 apps (both car games)

Approach to CRM for the apps

Really short life spans -> for gaming, start very early with re-engagement strategies [💎@4:00]: you have to be very aggressive (if they are not engaged by D7 they are practically gone)
Key process is onboarding: how the app works, features they can have, when they can participate in leagues, etc.
Volume of messages
- Based on behavior and interest
- 2-3 pushes per day but can be more if they react to incentives

Dora (SoundCloud)

Complete opposite: trying to figure out “what is too much”
Also low conversion on push notifications
Volume of messages: weekly engagement cap: [💎@7:30] if a user is very engaged and has a lot of activity then he receives new notifications when a new artist posts track, etc.

Nick (Fishbrain)

Fishing world extremely segmented -> [💎@8:24] hottest spot is to figure out who they are
- Super localized messaging
- Super colloquial stuff (in tune with how they talk)
Volume of messages: about 2-3 push notifications a day
- A lot of social media type push notifications (ego push)
- “Clever” creatives

Looking out for “negative effects”

Claudia (GameDuell)

Try to be smart in the permission dialogue to trigger them at the right time -> [💎@13:40] drive opt-ins after “happy moment” (win, rewards, etc.)
Very niche game (> 50 yo) and people like to receive updates

Dora (SoundCloud)

Currently sending campaigns at different frequencies: first looking for positive effect but keeping an eye on when they’ve reached the threshold of “too much”
Measure uninstall per campaign for each group of users

In-app messages use cases

Dora (SoundCloud)

[💎@18:15] In-app messages is the most successful channel for engagement (one of the reasons is that if they open the app it’s already proof of engagement).
- A lot of messages explain the benefits of a paid subscription -> works nicely to get more subscriptions
- Also messages with educational purpose leading to a better experience for the user -> recommends this too (slight pop-up in a corner suggesting to like, etc.)
(Here is a good article on the technical types and use cases of in-app messages)

Nick (Fishbrain)

Messages with educational purpose as well
[💎@20:28] Also on D0 and D1 messages to understand “why they’re here” (which segment they belong to) which then helps them start their 7-day messaging flow

Challenges between CRM vs. Product team for in-app messages

Dora (SoundCloud)

Got product and design to work together on templates to make sure you’re on guidelines -> [💎@22:34] design team closely involved, with CRM team free rein on the content itself

Claudia (GameDuell)

Harder to find triggers that have the frequency they’d like (happy moments). But work with product and UX to make sure it doesn’t interrupt the flow and the gameplay -> finding that sweet spot
[💎@25:05] At the end of a game there is an animation (move to next game, reward) and product team created a “CRM ready” trigger when they animation has finished

Nick (Fishbrain)

Involving the design team as soon as possible -> testing ground for something that could be part of the product which helps everyone get on board (measuring results, etc.). Almost like prototyping

Q&A

Fishbrain and influencers: lots of video content so it has been a huge growth area for them
Going from in-app message to implementing an actual feature in the product: especially done when the capability limit has been reached by in-app messages

What does good retention look like for your app category?

Nick (Fishbrain)

Want people to come back weekly, all-year round
First 7 days huge, need to get users back within 24-48 hours
Seasonality is a big challenge because of weather -> Fishbrain needs to cater to this as well

Dora (SoundCloud)

A couple of times a week is showing nice engagement
Trying to convince people about your unique value (vs. pretty similar app)

Claudia (GameDuell)

Engagement (like sharing campaigns)
Peaks of engagement during holidays and weekends
People should come once a week, at least on the weekend

Re-activation for past subscribers (still active in free version)

Claudia (GameDuell)

Free-to-play so monetization different but basically: offers and discounts