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3 Ways to Use Behavioral Marketing to Drive Mobile App Engagement and Monetization

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by: Adam Steinberg (@adams472)
27 December 2012

With Apple and Google both announcing more than 700,000 apps now available in their respective app stores, mobile app marketers are searching for any means possible to gain a marketing edge. The savviest mobile marketers are discovering the power of multichannel marketing to promote their apps. In particular, I've recently heard mobile app marketers touting the benefits of email's click-through rate of 5.2 percent, as opposed to the 1.1 percent CTR of mobile ads.

Want to incorporate behavioral email marketing into your mobile app's marketing strategy? Here are three ways app marketers can start monetizing their apps using email:

1) Use Email to Promote New App Downloads
If your business has been using email marketing for some time, you have a pre-built channel of users that will want to download your mobile app. Simply notifying your customers of your new mobile app via email will help kick-start buzz.

Want to blow your click-through rates through the roof? Use the behaviors of your existing customers to deliver the most relevant email possible. For example, when you release an update to your iPhone app, send a notification email to all customers that have previously opened your email — or visited your website — on an iPhone. Release an Android app? Notify all customers that use an Android device of this new opportunity to connect with you.

2) Increase engagement with your app
Once users have started downloading your app, you'll want to encourage them to complete their registration process and begin creating interaction habits with your app. By understanding the behaviors of each individual user, you can deliver tailored emails that encourage each person to take the next step with your app.

For example, if a user downloads your app, but doesn’t connect her Facebook account after seven days, you can trigger an email message encouraging that user to connect her Facebook account in order to earn "virtual points" or another reward within your app.

Furthermore, because many users disable push notifications, email may be the only channel for encouraging users to continue engaging with your app.

3) Decrease app abandonment
With 26 percent of all apps downloaded only being used once, marketers can use email to decrease abandonment.

Again, by understanding the behaviors of each individual user — and when each user last accessed your mobile app — you can deliver personalized re-engagement messages to each user. For example, simply create a re-engagement program that automatically sends an email to each user that hasn't logged into your app within 30 days. Imagine getting 10 percent of your users to re-engage with you — simply by sending an email with tips for getting the most out of your app!

By understanding where your customers are in their behavior lifecycle with your app and then leveraging proven channels like email to deliver content that addresses their needs, mobile app marketers can quickly see a huge lift in app engagement and monetization opportunities.

What are some other ways mobile app marketers can use email? Share your thoughts below.

Related Resources:
1) Video: “Mobile Context: What to consider when optimizing the mobile experience
2) Blog: “Top 3 Mobile Advertising Tips for Marketers
3) Infographic: “Using Mocial Channels to Grown Your Email Database

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