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LEANPLUM Mobile Marketing Trends Summary

Core Content

Leanplum's report explores the effectiveness of promotional push notifications in driving in-app purchases and increasing user spend. It provides insights into the best times and days to send such notifications to maximize conversion rates and revenue.

Main Questions and Findings

1. Do Promotional Push Notifications Lead to Purchases?

• Key Finding: Promotional push notifications significantly increase the likelihood of users making in-app purchases.
• Data: Users who received promotional push notifications made 9.6x more purchases compared to those who did not.
• Conclusion: Push notifications are a powerful tool to reduce cart abandonment and drive conversions.

2. Do Promotional Push Notifications Increase In-App Spend?

• Key Finding: Users who received promotional push notifications spent 16% more on average.
• Reason: The "upsell" mentality in push notifications (e.g., offering complementary items or discounts) encourages users to spend more.
• Conclusion: Push notifications not only increase purchase rates but also enhance the value of each transaction.

3. Best Time of Day to Ask Users to Buy

• Key Finding: Late afternoons (3-6 PM) are the most effective time for promotional push notifications.
• Data: Notifications sent during this time led to 2.7x more purchases than those sent in the early morning.
• Conclusion: Timing is crucial, and late afternoons are ideal for engaging users and driving purchases.

4. Best Day of the Week to Ask Users to Buy

• Key Finding: Saturday is the best day to send promotional push notifications.
• Data: Notifications sent on Saturdays resulted in 2.2x more conversions than those on Thursdays.
• Conclusion: Users are more relaxed and in a spending mood on weekends, making Saturday an optimal day for promotions.

Methodology

• Analyzed over 56 million activities from Dec. 1, 2016 to June 1, 2017.
• Segmented data by time of day and day of the week.
• Focused on promotional push notifications containing terms like:
  • Purchase
  • Shop
  • Discount
  • Buy
  • Pay
  • Reserve
  • Book
  • Sale

Real-Life Success: TouchTunes

• Campaign: "Ultimate Jukebox Bar Crawl" sweepstakes.
• Goal: Encourage users to check in, play songs, and make purchases.
• Results:
  • 14% increase in users with multiple venue check-ins.
  • 1.5% increase in users making a play.
  • Increased in-app purchases throughout the campaign.

Key Takeaways

• Promotional push notifications are effective in driving both purchase rates and user spend.
• Late afternoon (3-6 PM) and Saturday are the optimal times for sending such notifications.
• Dynamic and personalized messaging can enhance user engagement and conversion.

Additional Insights

• Personalization: Can increase engagement by 4x.
• Emojis: Boost engagement by 85%.
• Power Words: A list of 120 words can improve push notification opens.

Call to Action

Leanplum offers a multi-channel mobile marketing platform that helps brands create engaging campaigns. It is trusted by top brands and can be used to optimize push notifications and improve in-app revenue.

• Contact: hello@leanplum.com
• Demo: www.leanplum.com/demo
• Locations: San Francisco | New York | Sofia | London | Singapore