Once customers download your app, the last thing you want is for them to forget about it or (gasp) delete it.
That’s where Mark Ghermezian comes in. His company Appboy, which he founded with Bill Magnuson and Jon Hyman in 2012, answers questions all app developers have: How do you get the word out about your app? How do you convert consumers from browsers to buyers? And how do you reduce the customer churn rate?
“A lot of companies think they just need a push strategy, so they use email,” Ghermezian says. “But you need a mobile marketing strategy within that.”
Appboy monitors all user activity (and inactivity) on an app, from how long it takes a customer to purchase an item in a virtual shopping cart to what time of day and how often they log onto an app. This information lets you really get to know your customers.
The team of three outgrew its WeWork Meatpacking office and moved to Manhattan’s Garment District. There are now 80 employees.
Ghermezian boils down his mobile marketing strategies into five simple steps.
Initiation
The first step is to get customers to download your app. This requires informing customers that you have an app they’d be interested in, and letting them know how to access it.
Activation
The fastest way to lose customers who haven’t activated an app is by not acknowledging them. Ghermezian says you need to engage them with a welcome message in the app and suggest that they create an account to receive benefits that aren’t otherwise available. You should also make sure you ask for their email.
Connection
If a few days pass and your customer still hasn’t created an account, send them a follow-up email to remind them that they’re missed. Customers usually jump ship between a week or two after downloading the app if there’s nothing keeping them there. When they return, encourage them to further connect via push notifications.
Personalization
To keep your customers, make it personal. For a gaming app, send them a message that shows how many levels they’ve progressed. Or for a restaurant app, tell them about nearby restaurants your friends have checked out. When you cater to what people need and talk about what benefits your app provide, there’s more incentive to stick around.
“If SoundCloud sent me a message that says, ‘Hey Mark, Kygo the DJ is going to be in New York and here’s his new release,’ I’d definitely open the app,” Ghermezian says. “They know I live in New York and that I want to know about his new single, hitting two points in one push. To me, that’s what customers are expecting. They desire relevance.”
Timing
When it comes to contacting your customers, timing is important. Ghermezian says if you don’t send a message at the right time, it’s a lost opportunity.
“If I’m at work, there’s no reason Amazon should be letting me know my kid’s Halloween costume is still in the shopping cart,” Ghermezian says. “They could send me that message when it’s night, and I’m at home and would be more engaged to open it.”