Halloween, Black Friday, Cyber Monday and Christmas are getting closer. While consumers are planning their shopping lists, marketers are looking for new fresh ideas to boost their sales during this busy time. For several years we've been helping our clients to create and implement their cross-channel holiday marketing strategies. Here's the insights we are ready to share with you.
One of the biggest mistakes you can make while thinking about boosting your app's sales during holidays is focusing too much on tactics. High ROI always goes with a well-thought-out cross-channel strategy.
What's the best time to start your holiday app marketing campaign?
Based on Prosper Insights and Analytics, 89% of consumers say they research products online before buying in person. Typically they start it in October or even at the end of September and make most purchases in November. If you can grasp consumer's attention at this pre-holiday resarch stage and develop effective engagement strategy, chances are high you'll be the first on the shopping list for the upcoming holidays. It means nothing more that the best time to start is now.
How to start?
Before going any further, it's important to check if your competitors are already doing something. Analyze all their marketing channels and use spy tools to check the changes in their SEO tactics, ads settings, traffic acquisition channels and messages. More importantly, pay attention to their activities effeciency. This will help you to find new promising opportunities and abandon the unprofitable ones.
1.Update your app icon
The icon change will inevitably draw attention to your app and can boost both: the number of your app installs and the engagement of current users. It can also become a part of your gamification holiday app marketing strategy. You may split your users' path inside the app into several milestones. Once the user reaches one, update the app icon.
The most popular gamification tactics are
- Social rewards;
- Social rewards.
The sound that accompanies your push delivery plays an important role in this and can significantly improve the metric. All notifications play default sound when they are received. However, both Android and iOS allow marketers to experiment with sounds and send custom ones. Imagine sending a push with the sound of imperial march announcing the premiere of the next Star Wars part or informing users about money transferring with a coin sound effect. On the example of our clients we see that it all makes your communication more interesting and can improve your conversion rate by 5-10%.
Update your app with a Silent Push
What's it a Silent Push? It's basically a hidden instruction sent to your users' devices with no alerts, sounds, or badges. It quietly delivers the needed data to your users application and allows your app act upon that data in the background.
With it you can send the information that doesn't require your users' attention and gain valuable information about them;
- track how many users are uninstalling your app because of the push notifications.
- clean up the user base. Each time a silent push sent, all invalid or non-existent push tokens will be removed from our database.
- know how your users are reacting to the push notifications they are receiving.
Want to set it up for your app in a test mode? You can do it for free in Pushwoosh
2.Optimize your Keywords
Don’t forget to optimize your app store page by adding holiday-related keywords. This way, your app will appear in search results more often and get more installs. Collect and use search terms relevant to your sector or category. For example, “Best deals on children’s Halloween costumes”.
3. Find out what triggers boost your audience activity
Experienced marketers don't panic when they see 80% customers loss in the first three days after they install the app. 20% retention is actually a cherished benchmark for most of the apps. Based on our client's experience, the best way to boost user's activity inside is to invest your efforts in user's onboarding and set up triggered messages.
If you're interested in how to boost your user's activity and increase retention with the help of onboarding, check out our brand new guide here.
Triggered messages is nothing more than scheduled email, push, and in-app messages that are sent in response to users' specific behavior. This helps you create more personalized experience and better connection with each user.
How to create effective triggered messages?
▪︎ Know your customers better: conduct interviews, organize the pool and segment your users based on their characteristics.
▪︎ Build your users paths.
▪︎ Make a list of the most significant steps they should make on a way to a target action: app install, open, add to cart, purchase, etc.
▪︎ Create messages to trigger your users they complete or incomplete each event.
▪︎ Think about the channels you want to use to deliver these messages.
In Pushwoosh you can create an unlimited number of such automated workflows with the help of emails, push and in-app notifications. Good news is that you can test it for free on 1000 devices.
Want to try it?
4. The right segmentation can boost your open rate by 50%
Segmentation helps you divide your users into specific audiences based on their choices, behaviour, activity, location, and others. This approach makes your communication with users more personalized messages and drives more conversions. All you have to do is to download your segments from your analytics tool and upload it into Pushwoosh.
All you have to do is just add the needed filters and conditions and rich your users with the right message at the right time.
5. Start re-engagement campaign in 2 weeks before your holiday app marketing campaign
Don't give up on your inactive users. It's often less expensive to target your current user base than find a new one. Numbers show that winning the interest of inactive subscribers again can help you improve your holiday market campaign ROI by 10%.
How to re-engage your users?
1. Segment them by their activity. It can be done based on
- The last time they were active: opened email, clicked a link, made a purchase, visited your app, etc;
- The day/week/month they installed the app;
- Purchase metrics;
- General metrics like age, locations, gender, and other.
2. Create a communication strategy
The best channels to help you re-engage your users are
▪︎ Push notifications;
As numbers show, push notifications are the most effective re-engagement communication channel for mobile apps. The main advantage of push notifications is that they will be displayed on your customer's lockscreen, even if your app is not launched. On average, push notifications have proven to have a customer response time of 15 seconds, while emails take 6.5 hours to see an open or click.
▪︎ Re-targeting campaigns, using rich media, search and display;
Keep in mind that within the re-engagement campaign, your goal isn't to drive new installs, but get your users back. URL in the media should deep link into the app, and send users straight to the most relevant page with an offer.
Want to learn how to create an effective cross-channel re-engagement campaign? We're always happy to share the best practices with you and show how to automate it in minutes. Just send us a request.