Push Messaging to Drive Higher ROI on Mobile App Investment

Marketers spend a great deal of time and effort crafting their mobile apps in the hopes of connecting with consumers. An eye-​catching design is one way to attract attention and offering a reward or coupon is another way to encourage consumers to download an app to their mobile devices. But, to tabletnewsreaderreally generate a return on investment from an app, Urban Airship says marketers need to engage in push messaging.

The first step in creating a rewarding relationship with customers through mobile is to get them to opt-​in when they download an app. Marketers are accomplishing this by prompting their fans to turn on push notification. Urban Airship analysts report that getting more consumers to opt-​in will yield higher rewards for mobile marketers. That’s because these consumers open the app more frequently – 26% more often than non-​opt-​in consumers. These consumers are also deemed more brand-​friendly because over half will keep an app on their phones for 30 days. Only 29% of other consumers keep a mobile app for that long.

The consumers who opt-​in, on average, open the app nearly 13 times a month. Each of the openings, often prompted by a push message, serves as an opportunity for the marketer to generate revenue. To increase the likelihood of a sale, the message should contain a coupon or information about a promotion.

Keep in mind that not all industries experience the same levels of consumer interaction. For example, media (50%) and sports (48%) claim some of the highest opt-​in rates on average. In other industries, marketers may need to offer higher incentives to entice the consumer to agree to opt-in.

Using push marketing requires finding just the right balance. Consumers don’t want to be constantly barraged with messages. And, if the messages  contain little value, marketers can expect their app to be deleted. Consumers have limited time and mobile devices display information on tiny screens. Marketers have to work within the limitations of these boundaries.

To learn more about Mobile Marketing Responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.