If you’re trying to find a way to reach your audience without interruption, building a customized mobile application is one of the best options you have. Here are some important statistics about the reach of mobile applications:
● The average smartphone user spends 86% of their time in mobile applications and only 14% of the time on a mobile browser.
● 79% of all smartphone users access their applications on a daily basis.
● 90% of smartphone owners use their device specifically to research before making a purchase.
Mobile app messaging offers many other benefits, too. It’s instantaneous like text messages, but without any character restrictions. Messages can be recalled or modified on the fly. You can even create messages that self-destruct after they’re no longer applicable.
In order to help you out, here are the five biggest mistakes companies make when rolling out their mobile app marketing campaigns, and how you can avoid them:
Not Offering Mobile Coupons
One of the best ways to drives sales instantly is by offering coupons via text message or push notification. Printed coupons perform well enough, but mobile coupons are redeemed ten times as often as printed ones. Offering them via push notification is one of the best ways to make sure they get used.
Requiring Too Much Information
Mobile applications can be a great way to build up your email, text message, or mailing lists, but asking for too much information can be problematic. One of the biggest benefits of using a mobile app is that your audience can receive information and push notifications without having to enter their private information. If you create too many barriers to entry, that benefit is destroyed.
Your best bet is to simply require a username and password to create an account and begin receiving messages. After that process is completed, you can offer small rewards for entering additional information in order to help build the rest of your lists up.
Failing to Use Analytics
Just because push notifications are different than your typical marketing channels it doesn’t mean that you don’t have to do your due diligence. Track things like open rates, delivery rates, and conversions for every message you send. The headline, content, and headline of your push notifications matters just as much as it does for emails or text messages. To make sure that your mobile app messages are successful, you’ll need to track and analyze them as carefully as the rest of your marketing mix.
Sending Lengthy Notifications
Your push messaging needs to capture their attention at a quick glance or they’ll simply dismiss it and let it sit in the background with the rest of their notifications. Take a look at how quickly open rates fall as a message’s length increases:
● Messages with 10 words or fewer have an open rate of 8.8%.
● Messages with between 11 and 20 words have an open rate of 4.9%.
● Messages with 21 or more words have an open rate of 3.2%.
Another good way to boost your open rates is by making statements instead of asking questions. You want to make sure the value of your message is front, center, and concise.
Forgetting to Create a Loyalty Club
One of the best ways to use a mobile app is by implementing a loyalty program. It’s a great incentive to download the app and keep visiting it in the future. It’s also one of the best ways to offer your audience value. Surveys show that 90% of all smartphone owners who have enrolled in a mobile loyalty program feel that they benefit from them. As the power of mobile applications continues to increase, these programs will become even more popular and valuable.
Do you have any mobile application marketing tips or mistakes of your own? Make sure to share them with a comment below!
What do you think of what I’ve covered so far? Will you adopt mobile as your tool for communication? I would love to read your comments below.