App Masters · Jan 24Creative App Engagement Strategies with Zinio's Mirela Cialai
Zinio doubled or tripled iOS push opt-ins with a custom pre-prompt tied to user behavior. Testing about 20 behavior segments lifted its app rating from 2.1 to 4.5 stars, and a quarterly promo-code email is among its top revenue campaigns.
Tips
- Segment users by behavior before asking for a rating▶ 14:59This recovered the app's average rating from 2.1 stars to 4.5 stars.
- Show a custom pre-prompt before the native iOS push dialog▶ 5:32Opt-in rate doubled or even tripled in some cases.
- Write push permission asks around each segment's obvious value▶ 6:21Behavior-based segments and messages doubled or tripled push opt-in in some cases.
- Do not show the native iOS push prompt at install▶ 5:06The opt-in rate was very low with the show-everyone approach, which led Zinio to change strategy.
- Ask for the rating with one plain request: rate us five stars▶ 14:47The simple five-star ask proved the most efficient of the creatives tested.
- Run a quarterly promo-code email with a heavily discounted offer▶ 8:48This quarterly campaign is one of Zinio's best campaigns for revenue and engagement.
- Test email subject lines and messages continuously▶ 8:36
- Make activation emails useful when the product changes▶ 13:01
- Send a short follow-up with the correct link after an email error▶ 10:40Mirela says the follow-up approach works for open rates, with no figure given.
- Expect lower push reach on iOS than Android and plan around it▶ 3:41
