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Personalize App Engagement with CRM Data

Lindsay Tjepkema
Lindsay Tjepkema , Marketing Director, Americas , Emarsys

A successful digital marketing strategy must have a solid data foundation especially when it comes to apps. By digging deep into data you can uncover key insights into user behavior, and discover which users are likely to be interested in exploring your mobile apps. This could mean users making premium in-app purchases, or simply buying a few new items for their summer wardrobe.

With insightful analysis, you can customize each message to the recipient within the app. Consider a freemium game app where a player is having trouble with a certain level. You can use this behavioral data to push a message to the player in the app, offering useful tools, tips, in-game resources, weapons, etc.

The key is to find consumer pain points or moments where interest is piqued, and offer a solution.

Complete Conversion Lifecycle

App users go through a lifecycle. First, they’ll use the freemium version of your app; maybe they start to get a little hooked on using your app to look for products or play a game. It is essential to understand what convinced them to download your app in the first place. What value does your app add? What want or need does it fulfill?

From there, you need to continue to map out pain points and decision points that could result in the user wanting to make in-app purchases or try premium features. When customers are buying premium services or add-ons, consider what is prompting them to do so.

You need to analyze these behaviors in terms of the consumer’s needs and your app’s ability to meet them. Then, go back, test, optimize and repeat ways to deliver on these expectations.

Forrester report cross channel campaign managment

Local-App Interstitials

After applying the above analysis, you can the automate messages to reach out to users at just the right time, by combing through CRM analytics data, informed by a strong understanding of the conversion lifecycle.

For example, if a user has beaten an app game, the app can automatically message the user to inform them about the sequel, and perhaps even offer a discount. Alternatively, in a retail scenario, if a shopper makes their first purchase using an app, messaging could promote a loyalty program and nearby store information to encourage a repeat purchase, as well as sending updates on the order.

The challenge is knowing your customers, your app and how they interrelate, down to the smallest interactions. This would clearly be too much for a person (or a team of people) to manage. Luckily, automation tools help marketers to connect all of this app data and link it to consumer interactions in other channels to build robust customer intelligence databases.

This data can help you to build more sophisticated automated marketing campaigns and even more engaging customer experiences for your users, regardless of the channel or device they use.

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