{"id":17567,"date":"2015-11-15T02:00:13","date_gmt":"2015-11-15T07:00:13","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=17567"},"modified":"2020-03-30T18:27:42","modified_gmt":"2020-03-30T22:27:42","slug":"got-a-great-app-make-sure-people-dont-delete-it","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/got-a-great-app-make-sure-people-dont-delete-it","title":{"rendered":"Got a great app? Make sure people don\u2019t delete it"},"content":{"rendered":"

Once customers download your app, the last thing you want is for them to forget about it or (gasp) delete it.<\/p>\n

That\u2019s where Mark Ghermezian comes in. His company Appboy<\/a>, 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?<\/p>\n

\u201cA lot of companies think they just need a push strategy, so they use email,\u201d Ghermezian says. \u201cBut you need a mobile marketing strategy within that.\u201d<\/p>\n

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.<\/p>\n

The team of three outgrew its WeWork Meatpacking<\/a> office and moved to Manhattan\u2019s Garment District. There are now 80 employees.<\/p>\n

Ghermezian boils down his mobile marketing strategies into five simple steps.<\/p>\n

Initiation<\/strong><\/p>\n

The first step is to get customers to download your app. This requires informing customers that you have an app they\u2019d be interested in, and letting them know how to access it.<\/p>\n

Activation<\/strong><\/p>\n

The fastest way to lose customers who haven\u2019t 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\u2019t otherwise available. You should also make sure you ask for their email.<\/p>\n

Connection<\/strong><\/p>\n

If a few days pass and your customer still hasn\u2019t created an account, send them a follow-up email to remind them that they\u2019re missed. Customers usually jump ship between a week or two after downloading the app if there\u2019s nothing keeping them there. When they return, encourage them to further connect via push notifications.<\/p>\n

Personalization<\/strong><\/p>\n

\u00a0<\/strong>To keep your customers, make it personal. For a gaming app, send them a message that shows how many levels they\u2019ve 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\u2019s more incentive to stick around.<\/p>\n

\u201cIf SoundCloud sent me a message that says, \u2018Hey Mark, Kygo the DJ is going to be in New York and here\u2019s his new release,\u2019 I\u2019d definitely open the app,\u201d Ghermezian says. \u201cThey 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\u2019s what customers are expecting. They desire relevance.\u201d<\/p>\n

Timing<\/strong><\/p>\n

When it comes to contacting your customers, timing is important. Ghermezian says if you don\u2019t send a message at the right time, it\u2019s a lost opportunity.<\/p>\n

\u201cIf I\u2019m at work, there\u2019s no reason Amazon should be letting me know my kid\u2019s Halloween costume is still in the shopping cart,\u201d Ghermezian says. \u201cThey could send me that message when it\u2019s night, and I\u2019m at home and would be more engaged to open it.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Once customers download your app, the last thing you want is for them to forget about it or (gasp) delete it. That\u2019s 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 […]<\/p>\n","protected":false},"author":917,"featured_media":17570,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-17567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"\nGot a great app? 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