Nice to see that you've found our Mobile App Communication Guide! Just a quick question before we begin: when was the last time you logged out of an app? It's probably been a while, right? And that brings us to one of the most exciting aspects of mobile app marketing. Unlike website data analysis, apps allow for much more specific analysis, enabling targeted marketing measures for individual users. In this guide, we'll explain how this can be done during the app launch and beyond.
NOTE: Key Terms
Deep Links: Deep links can direct customers either to the app itself, to the respective app store for download, or to a specific website, depending on the device they're using and whether or not they have downloaded the app.
Pop-Over: The pop-over can be embedded on a mobile website using simple HTML code and prompts website visitors to download the app. There are various options, some more noticeable than others.
Onboarding Screens: After opening the app for the first time, users are presented with onboarding screens (typically up to four). They can be customized and updated even after the app's launch.
Push Notifications: Push notifications appear directly on the user's smartphone lock screen. By tapping on the short message, users are directed to the corresponding location within the app.
In-App Messages: These messages can contain more characters than push notifications and are displayed directly within the app. They serve as an additional direct communication channel that cannot be blocked by operating system settings.
During the app launch, it's important to promote the app on all existing communication channels such as newsletters, social media, websites, etc., as well as within any appropriate physical location itself through displays, QR codes, flyers, etc. Emphasize the benefits that customers will gain from using the app and ensure easy access to download it from the App Store and Google Play Store, for example, by using QR codes and deep links.
Most emails are opened directly on smartphones, providing the perfect opportunity to engage potential users and guide them to the app. In your newsletters and other service emails, include a regular reminder promoting the app that directs readers to download the app in their store via deep links. It's also worthwhile to send a special newsletter specifically for the app launch.
Even after the launch, include deep links in all types of emails (such as newsletters, service emails, etc.) to allow users to access the app directly.
Examples of newsletter promotions from clients:
Newsletter Ticket Gretchen
Newsletter Schaubuehne – promoting a special app discount
Newsletter ClassicCard
On social media, promote the app regularly both during and after the launch since customers are already engaged with their smartphones. Share launch updates, videos demonstrating how easy it is to book through the app, and other content relevant to the app. Additionally, integrate app-related communication within posts that cover different topics.
To increase the app's discoverability on Google, it's useful to have a dedicated subpage on your website. This page can gather essential information, include deep links/QR codes to the App Store and Google Play Store, and feature a pop-over that prompts visitors to download the app.
A banner or similar feature during the launch will further highlight the app. However, it's important not to overwhelm website visitors with excessive app promotion. Often, a simple button, notice, or separate subpage for the app is sufficient. The pop-over can also be limited so that it's not shown to regular website visitors.
Various display options for the pop-over on the website are possible, from less noticeable button variants to more prominent banner styles.
In addition to digital channels, make sure to raise awareness of the app through analog communication methods such as flyers, displays within the physical location, program booklets, etc. Regular mentions of the app in monthly programs or similar materials can also be helpful.
NOTE: Tracking analog communications
Even with analog communication materials, it's possible to analyze how many customers accessed the App Store or Google Play Store to download the app. This can be achieved by creating unique deep links/QR codes for each communication method. Using tools like branch.io, it's possible to analyze how many people used each deep link/QR code. For example, the QR code in the monthly flyer can be different from the one on the display in the foyer — both lead to the App Store, but since they are distinct links in branch.io, they can be individually analyzed.
Customers usually get their first real impression of the app in the App or Play Store, just before they decide whether to download it. Therefore, it's essential to make an impact with compelling text and graphics. While certain character limitations apply to app store texts, you can still highlight the most important information and selling points. The app store graphics can also be enhanced with mock-ups and designs to make them more appealing than simple screenshots.
Once users have downloaded the app, they will be greeted by onboarding screens. These screens typically showcase the app's most important, exciting, or latest features and welcome users. The screens can be individually designed but should ideally be timeless, so they don't require frequent updates while remaining current.
NOTE: Both app store graphics and texts, as well as onboarding screens, are needed before the launch. However, they can be adjusted and personalized later on.
Ads in the App Store and Play Store provide the opportunity to promote and highlight apps in a targeted manner. These ads appear in search results and recommendation lists, aiming to increase app visibility and downloads.
The benefits of Apple App Store ads are diverse: they allow you to secure top positions in search results leading to higher click-through rates, create attention-grabbing ads that encourage downloads, and provide detailed measurement and analytics to monitor and optimize campaign performance. They are also incredibly easy to set up and tend to generate efficient results.
In the Google Play Store, ads offer similar advantages. They help place apps prominently in search results and recommendation lists, increase download numbers, and enhance visibility.
To introduce customers to the app and entice them to use it, the app should be communicated consistently across all existing communication channels. This includes social media posts, newsletters, email marketing, flyers, and more.
By using graphics, images, or mock-ups, you can make the app more visible to customers, create a more appealing presentation, and generate more excitement for them to download the app.
WARNING: It's important to make the app visible regularly in different contexts, not just during the launch or when highlighting specific app features.
To easily incorporate the app into any communication, you will need to use deep links. Deep links are particularly user-friendly and can be created using the branch.io online tool. They can direct users either directly into the app, to the respective app store for downloading the app, or to a specific website. With branch.io, you can generate the corresponding QR code with just a click for each deep link.
For example, when linking events, deep links are useful:
If the customer has already downloaded the app, the deep link leads them directly to the event within the app.
If the customer is using a computer, the deep link directs them to the event on the website.
If the customer is using a smartphone and hasn't installed the app yet, the deep link either leads them to the App Store or Google Play Store, or directs them to the event on the mobile website.
In addition to customers who haven't downloaded the app yet, there are also those who have downloaded it but don't use it frequently. How can you reach out to these users?
To bring users back into the app, there are various options:
Deep links: If specific content, such as an event, is linked via a deep link, users can directly access the app and become active again. Always ensure that all links, whether in an Instagram story or an email newsletter, are equipped with deep links.
QR codes: Placed on analog communication materials can also bring users back into the app. Many things can be linked through an analog QR code: a trailer in the app's media library, an event with more information, or a specific show that allows quick ticket purchases.
App-only offers: Exclusive offers available only to app users can generate new users and encourage inactive users to re-engage. Regular app-only offers, discounts, or exclusive content can lead to more active behavior.
New features: Deep linking directly to the feature makes it easier for users to view, try out, and subsequently continue using it. On the website, a feature exclusive to the app can be highlighted through a banner that leads users directly into the app.
Who do users trust the most? Their friends, family, and acquaintances. A recommendation from a friend is highly likely to prompt a customer to download and try out the app. Therefore, community-building measures and a seamless sharing option are important.
Referral Program: Users can refer the app to others, and once the referred person downloads the app and makes their first purchase, both parties can receive, for example, a $5 voucher in the app. This creates a win-win-win situation: more users come to the app, person A receives a voucher, and person B also receives a voucher.
NOTE: The type of referral program can be customized to perfectly fit the app and attract many potential users. Other community-building measures are also possible, such as offering a discount to app users when they bring a companion or a 2-for-1 promotion for a specific show.
There are various occasions when a push notification can be sent to draw attention to specific information, such as pre-sale start, a new program, an additional performance, a promotion, or a particular event. Each push notification contains a path within the app that directly leads users to the corresponding section.
NOTE: It's important that push notifications are concise and to the point. All relevant information should be packed into a single sentence that entices users to click on the notification and access the app.
Targeting is particularly interesting in the context of push notifications. In the tool CleverTap, user segments can be created to represent specific groups of app users. Relevant push notifications can then be sent to these specific user segments. This allows for highly focused marketing.
User segments can consider various aspects of user behavior, such as the number of tickets already booked, which events are of particular interest, or whether the person belongs to a discount group (e.g., U27/U30). For example, a person who has Hamlet on their wishlist can be recommended Richard III by the same director through a push notification.
NOTE: Important points about push notifications:
Push campaigns can be analyzed in terms of click-through and view-through conversions.
Users can turn off receiving push notifications, as well as the in-app tracking that allows for detailed usage targeting.
The frequency of push notifications shouldn't exceed more than one per 24 hours, as too many notifications drive users towards deactivating the feature.
In addition to push notifications, there is the option to send in-app messages to users. This can be done directly via the admin console and will be displayed to users within the app. They won't receive an additional notification; only a small number, indicating unread messages, will be shown within the app itself.
Compared to push notifications, in-app messages offer several additional advantages:
More characters: In-app messages can contain more characters than push notifications, allowing for more information, recommendations, offers, or similar content.
Guaranteed delivery: In-app messages are guaranteed to be delivered, whereas push notifications can be manually disabled. This ensures that particularly important announcements can be sent more reliably.
Higher frequency: Since users will only see the message when they open the app, this notification method is less invasive. Therefore, the frequency of sending in-app messages can be higher than that of push notifications.
WARNING: The interplay between in-app messages and push notifications is vital. Push notifications prompt users to visit the app, while in-app messages address them personally and provide even more information.
