Media company A+E has been testing targeted push notifications for a number of its mobile applications and has seen a 200 percent increase in user engagement with the messages as a result.
The app portfolio has reached more than 20 million downloads, which includes apps for A&E, Lifetime and History channels. By informing users of new content, A+E’s execution of targeted push notifications through marketing and analytics platform Localytics drove users to the relative apps for further engagement.
"A+E Networks' success with push messaging is a great example of analytics-driven app marketing,” said Raj Aggarwal, CEO of Localytics, Boston. “Push messages are a powerful strategy for marketers to bring users back into their apps.
“When push messages are based on user's actual in-app behavior, marketers add value for their customers by providing them with relevant information and engaging with them in a helpful way, which is a win-win for both parties."
Testing to success
Following a series of push messaging campaigns, Localytics tapped into user data to see if they were successful. Through the platform, A+E was able to obtain insights into its users’ activity and behaviors, which led to the network segment groups of users and individually target them.
Since the implementation, A+E has seen an immense response from the use of push notifications, multiplying numbers of engagement by 200 percent.
“The success of targeting users with push notifications based on their in-app behavior has confirmed A+E Networks’ decision to invest in a strong CRM strategy allowing mobile campaigns access to a larger pool of user data,” said Jen Taylor, director of digital audience development at A+E Networks, New York. “Moving forward, A+E Networks will continue to test targeting strategies based on multiple factors and utilize multivariate testing to trial up to five message variants in each campaign.”
Localytics has found that 52 percent of mobile users will enable push notifications on their devices, and segmented push messages help to drive an open rate of 7 percent compared to 3 percent open rate when generic messages are sent.
Of all users that open a push notification, 54 percent will convert from a segmented message, while only 15 percent convert from a generic message. Localytics has also found that push-enabled users spend more time in an app, and more than 50 percent of them are returning to the app at least 11 times.
These statistics encourage brands and retailers active on app to give push messaging a try, but also show that they must be targeted and relative to the particular user.
Entertainment providers have been concentrating on delivering more targeted efforts to their audiences, which has proven to be more successful and effective.
In the latest example of how Redbox continues to push the envelope on SMS marketing, the company sent out a text message to subscribers encouraging them to click on a link to be taken to a scratch-off surprise deal.
Consumers opted into Redbox’s SMS program recently received a text message with the copy “It’s time to reveal a deal.” The text instructed recipients to click on an embedded hyperlink from a touch screen phone to be able to “scratch” for a surprise deal (see story).
In August, Discovery Channel’s renowned programming block Shark Week utilized advertising mobile application Blippar to enhance physical ads with augmented reality capabilities and attract Generation Zers.
As the cable network's fans looked forward to Shark Week every year, Discovery Channel was likely trying to recruit younger viewers by incorporating a mobile capability. Smartphone users could scan the ads and instantly become a part of the augmented reality experience (see story).
By offering bonus content to television watchers via apps and other tools, such as augmented reality, consumers are more likely to remain as fans of the show or brand and continue to return for more content. These efforts keep the provider in the forefront of users’ minds, prompting them to keep coming back.
“Push notifications are a great source of marketing for A+E Networks because they reach a qualified group of users who have raised their hand to stay connected with some of A+E Networks’ top brands including A&E, History and Lifetime,” Ms. Taylor said. “A big marketing advantage is timing, and push notifications reach these users when A+E Networks has information to share, such as new content in the app or for users to tune-in.”
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York
Caitlyn Bohannon is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at firstname.lastname@example.org.