Urban Airship Ushers in a New Era for Push Messaging
Published on 26 Feb 2014
Since our founding nearly five years ago we’ve grown from a tool that made it easy to add push notifications to apps, to the world’s most adopted and relied on platform for driving mobile engagement. During this time, push messaging evolved from a technical capability and app-to-user lifeline, to become brands’ newest communications channel with response rates trouncing decades-old channels like email. Take Forrester’s word for it: "Marketers we interviewed already witness 50% higher open rates on push notifications versus email. Click-through rates can be twice as high, too” (Push Mobile Engagement To The Next Level, Forrester Research, Inc., 10/17/2013).
While we’ve seen even greater results from some customers, the industry as a whole still has a long ways to go. Bad push is still admonished daily in the Twittersphere, and apps still get deleted because of it. Our own effort to gauge the state of the industry’s mobile maturity found that the majority of apps still deliver the same messages and app experience to all users—not meeting mobile’s higher bar for relevancy. Worst still, more than one-third of apps that explicitly ask users for preferences, don’t actually use the data to tailor content and messaging.
Today we are ushering in an evolutionary step forward for push messaging by transforming the types of mobile experiences that brands can provide to their customers. By bringing real-time mobile marketing automation, dynamic audience segmentation and iBeacon targeting to high-performance push messaging, we are enabling business users to be less reliant on developers to deliver relevant, real-time customer experiences at-scale.
For the first time in the industry, every swipe on a push message, tap on a landing page, or proximity to an iBeacon can trigger a real-time response, or build richer mobile audience segments for better targeting and deeper personalization over time. For example, a shopper might walk into a children’s clothing department triggering an iBeacon message with the week’s in-store specials, and also become part of a children’s clothing audience segment for a back-to-school campaign later that year.
Marketers can more easily react to campaign responses and other customer behaviors—including inactivity—by defining triggers and messaging sequences spanning push, in-app messages and deep-linked landing pages. As one example, apps can more effectively on-board new users by automatically triggering a welcome message that highlights key features the day after first app open. Subsequent messages can be tailored to focus on different app functionality based on users’ interactions with the first message—creating an adaptive, multi-step welcome series.
Beyond customers’ responses (and non-responses) informing the next message they receive, timing delays and frequency limits help ensure a relevant and responsible approach to driving engagement and fine-tuning the customer experience. For example, a business might trigger a free shipping offer two days after a shopping cart is abandoned, but avoid sending it more than once per month per customer.
Push Evolves to Focus on Customers’ Interactions, Not Just App Information and Campaigns
Many of the world’s leading brands use technical resources to integrate Urban Airship into apps and deliver billions of messages each month in real-time, such as breaking news, sports scores, peer-to-peer notifications and transactional pushes. Alternately, mobile teams can compose and schedule push and rich in-app message campaigns, as well as define and target precise audience segments using any combination of behaviors, preferences and location profiles. Now Urban Airship enables marketers to use an intuitive interface to setup their own automated programs for real-time messaging, design and deep-link to landing pages anywhere in the app or on the mobile web, and manage and analyze these campaigns through message response reports, in addition to having the data connected into existing analytics systems like Google Analytics or Omniture.
All in all, marketers and product teams are now empowered to take greater ownership of business outcomes. They can build off of prior push relevancy efforts including offering fine-grain user controls and practicing deliberate segmentation and targeting, to respond to users’ actions in real-time, at scale, and with iteratively greater accuracy over time.
Join us for a webcast on March 13th to learn more about the new capabilities in this exciting new release.