Opt-in mobile users are clearly a brand’s most valuable customers, but that doesn’t mean mobile marketers should completely ignore those who opt out. The marketers tasked with mobile budgets that we talk to at OtherLevels are often challenged with addressing the opt-out user segment – and we have some advice on that front.
While the following blog post details some of our recommendations, more information is available in our new white paper, “Hung Up on Opt-Outs? Time to Opt In to a New Mobile Messaging Mindset,” available for download here.
Mobile marketers first have to analyze their options for the opt-out crowd. Are they worth re-inviting? Is the marketing team willing to re-engage with them? Can specific tactics lure them back and turn them into more valuable customers/users?
Some re-engaging ideas
Realize that a consumer who has opted out of push notifications might otherwise be open to messages from another channel. The beauty of the smartphone is that at the moment of downloading the app, other information – perhaps an email address or account number – will provide data that can be used to connect in other venues.
Try re-engaging with some relevant communications, such as:
Send an interstitial/pop-up message (no opt-in required) to remind the user of other opportunities to engage.
Try renewed prompts that open the door for consumers to opt back in.
Use location-based triggers or data from shopping carts, shopping lists, loyalty programs, spending profiles or other app activities to send reminders, alerts, incentives or status updates.
Send an email inviting a user to opt back in.
Dangle something of value.
Offer to help move a customer beyond an obstacle in the app.
Provide updated information that might be more relevant or timely this time around.
It’s important to know that a customer’s decision to opt out of push notifications isn’t necessarily final. It was a decision made at a particular point in time, usually as soon as the customer first opened the app, perhaps with only casual interest. But time passes and situations change. Even if some users decided not to accept push messages originally, it’s quite possible they can be lured back.
This is especially true among very engaged and premium users. It’s possible that many of these users initially opted out for push notifications because that’s what they always do with new apps. But once they’ve established a strong usage pattern, you can prompt (and tempt) these users with interstitials and in-app alerts.