Slides from my 10 minute talk on the Launch Festival 2016 SCALE stage. Three simple tips for much better push notifications (and a bonus checklist)!

1. Mobile Push
Notifications – You’re
Doing it Wrong
Richard Sgro, Localytics
Director of Solutions Engineering, West & APAC
@SoSgro

2. Nielsen, 2014
41APPS ARE
INSTALLED ON THE
AVERAGE
US SMARTPHONE.

3. 25%THE PERCENTAGE OF
USERS WHO ONLY OPEN
AN APP ONCE.

4. Your 3 Step Plan
1. Managed Opt-in
2. Prioritize user value
3. Profit! (through segments)

5. Your 3 Step Plan
1. Manage Opt-in
2. Prioritize user value
3. Profit! (through segments)

6. DON’T ask users to opt in
immediately after
launching the app for the
first time
(first launch)

7. THEN, ask them to
opt in with a unique,
well-designed in-app
message
Welcome users with a sequence
of introductory screens

8. Your 3 Step Plan
1. Manage Opt-in
2. Prioritize user value
3. Profit! (through segments)

9. Good - Extend App Functionality
• Sports scores and breaking news stories
• Social updates
• Immediate action experiences
• Notifications of progress

10. Bad – Compete for Attention

11. Your 3 Step Plan
1. Manage Opt-in
2. Prioritize user value
3. Profit! (through segments)

12. Travel Apparel App
(your entire userbase)
Segment Your Audience

13. 3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
15% of users converted 54% of users converted
BROADCAST TARGETE
D
Segment

14. Imagine an app with 100,000 users
&
A $5 average sale price
Segment!

15. 3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages
15% of 3,000 opened messages =
450 converted users
54% of 7,000 opened messages =
3,780 converted users
BROADCAST TARGETE
D
Segment!

16. BROADCAST TARGETE
D
Profit!
$2,250 $18,900

17. Signs you’re doing push wrong
• Very large audiences
• No deep links
• Actions don’t impact my messages
• Use my first name
• Success = engagement

18. THANK YOUContact me at rsgro@localytics.com
@SoSgro