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

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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
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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
💎 #
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
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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
💎 #
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
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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
💎 #
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
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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.
↘ At this point, you know what to do ↙
Upgrade Your Plan

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.

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↘ At this point, you know what to do ↙
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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