Multi-Channel Messaging

When it comes to mobile marketing, there is no one channel that is most effective for targeting all users. To create successful campaigns, you need to take advantage of different messaging types: push, in-app messaging, email and News Feed.

The Benefits of Multi-Channel Messaging

There are several benefits to mixing and matching push, in-app messages, email and the news feed:

  • You increase your reach. Some users don’t enable push, while others don’t check their email. More channels equals a wider reach.

  • You retarget users. If a user was unresponsive toward a push message, sending another push with the same content may appear spammy. Appboy’s features allow you to retarget users who didn’t open a message with a similar message in a different channel.

  • You have more flexibility with the content you share. While pushes are able to get a user’s attention, they can’t hold a lot of content. News Feeds only exist within the app, but are rich with tailored content. Why not combine the advantages of each? Pushes and in-app messages can act as teasers that deep link into your news feed.

How To Elevate Your Marketing Strategy With Multi-Channel Messaging

To understand how different messaging channels complement each other, check out our handy guide on how to elevate your marketing strategy with multi-channel messaging.

This guide features: - An overview of the advantages of each individual type of messaging - A multi-channel messaging matrix that illustrates the differences between the four messaging types, and how you can combine them to achieve your marketing goals - Campaign ideas to help you get started

Matrix

5 Campaigns That Become More Effective With Multi-Channel Messaging

Our multi-page playbook teaches you how use multi-channel messaging to improve five common campaigns: retargeting, onboarding, re-engagement, reward and nudge, and promotions.

We take you step-by-step through how to create the right segments, craft compelling content and measure your results.

Multi-channel campaigns

Five Principles of User Conversion

Mobile marketing isn’t just about open and click rates - the ultimate goal is to convert your users and nudge them toward certain key actions. To help you tackle one of the industry’s biggest challenges, we’ve created a guide on the 5 Principles of User Conversion.

Converting your users is essential to your app’s long-term success. This in-depth report covers five user conversion strategies, as well as the psychology and mobile behavior research that back them. Learn how to encourage users to engage, make purchases, grant push and location access, leave a positive review and more.

User conversion

User Engagement Funnel

Appboy’s user engagement funnel diagram provides a holistic view of the steps it takes to move your audience from app awareness to loyalty.

For each stage of the funnel, our diagram indicates what you, the marketer, should do to strengthen the relationship with your audience. It also shows how users will behave and react to your outreach.

By understanding the process that guides audiences toward loyalty, you can plan effective campaigns and marketing strategies that grow both the quantity and quality of your users.

User engagement funnel

Getting Started with Appboy

Check out our Getting Started With Appboy guide to learn about the different segmentation, campaign and customization features you’ll be able to take advantage of one day, one week and one month after integrating.

As soon as you begin using our platform, you will be able to create basic segments and campaigns. From this moment, Appboy begins collecting rich data on your users, allowing you to craft targeted messaging based on their behaviors, custom attributes and events, purchases and responses to messaging.

As you continue to use Appboy, the user data you accumulate will power our platform’s more sophisticated features. Our guide takes you through the steps of getting started so that you can master the basics and understand how Appboy’s SDK grows with you.

Getting Started Wtih Appboy

Leverage the Power of Segmentation

To be an effective mobile marketer, you need to send the right messages to the right people. Appboy helps you deliver targeted campaigns by allowing you to segment users based on any datapoint. Check out our guide on how you can leverage the power of segmentation to create more compelling messaging.

Segmentation

Appboy offers over 100 segmentation filters out of the box, while custom attributes and events can be easily created with just one line of code. Learn the different ways you can segment users based on: - User activity - User retargeting - Marketing activity - Purchasing activity - User attributes - Social activity - Custom events - Custom attributes

In addition, our guide provides an overview of the data we collect for each segment and ideas for targeted campaigns.

The Importance of Rich User Profiles

Our Rich User Profiles guide dives into the importance of audience insights, ways to put behavioral data into action and the detailed user profiles that Appboy constructs.

People are at the core of your app. To help you understand your unique audience, Appboy creates rich profiles for every single user, automatically tracking a variety of behavioral, demographic and social data. Understand how to leverage this data in your marketing campaigns.

User profiles

Understanding Your Users’ Life Cycles

Because each user moves through your app and interacts with its features differently, your targeted messaging needs to be catered toward the individual journeys of your audience members. The first step to crafting effective, personal campaigns is to understand your users’ life cycle. What are the various paths they can take through your app? What does that trajectory look like for active versus lapsing users? At what points of this journey do you need to send a campaign, in order to nudge users toward loyalty?

Understanding the User Life Cycle

Appboy’s guide on Putting Users on the Path to Loyalty teaches marketers how to map out the life-cycle roadmap for the four main types of users: loyal, active, lapsing and inactive. By understanding the steps different people take through your app and the direction you’d like them to move in, you can successfully guide your audience from instal to long haul.

Life-cycle

Campaign Ideas for Engaging Each Audience Member

For specific ideas on campaigns that engage, convey value toward, incentivize and convert loyal, active, lapsing and in-active users, check out our guide on Engaging Your Audience in 1:1 Conversations.

Messaging Strategies for iOS

Apple’s new iOS 8 includes interactive push notifications and widgets, two marketing tools that can greatly enhance not just your push campaigns, but your multi-channel campaigns as well. To learn how to fully take advantage of Apple’s features, read our guide on 8 Surprising Ways iOS 8 Can Improve Your Messaging, which discusses strategies such as:

  • Catering in-app and News Feed content based on users’ responses to interactive push notifications
  • Following up on push notifications with an email
  • Using the results from multi-channel campaigns to improve the button copy for interactive pushes

iOS 8

Five Optimization Features that Boost Engagement

Because there are so many components of mobile marketing - such as segmentation, targeting and multivariate testing - the task of managing your user base might seem daunting. Luckily, optimization tools make your job easier by letting you easily automate day-to-day campaigns and efficiently build your relationship with your audience. These tools provide you the bandwidth to focus on the larger picture - long-term strategies, revenue and growth. Our guide on how to Boost Your App’s Engagement in Seconds highlights five optimization features that every mobile marketer should master:

  1. Intelligent Delivery
  2. Multivariate testing
  3. Retargeting campaigns
  4. Install attribution
  5. Content personalization

Learn more about how these features work and why they are so essential.