Breaking a Sweat: How We Brought a Fitness App to Market in Under 5 MonthsPaul PenderMarketing Manager, ASICS Digital
1. Background
2. Nailing the fundamentals
3. What to do post-launch
4. Summary
Our Agenda
Background
App:• Audio fitness app featuring
trainer-led classes in strength training, treadmill, cycling, fusion, and more
• Workouts reproduce the energy and quality of studio classes
Demographic: • Young, millennial females;
fitness explorers
ASICS Studio
REPLACE ME
• July - We’re launching an app • August - Begin to develop marketing
plan• September - Implemented Iterable• October - Launched beta• November - Soft Launch to App Store• December - Official Launch (global)
Timeline of ASICS Studio
The Fundamentals
• Don’t try and do everything at once!• You will either encounter decision
paralysis or do a poor job trying to tackle everything
• Prioritization and speed are key• Focus your energies to where your efforts
will have the biggest impact and give it 100%
Starting from scratch can be overwhelming
• Start from day 0 for a user and move from “left to right”
• What does my product do?• ASICS Studio delivers high quality
audio workouts to users
• What does a customer need to do to experience my product?• Users need to: download app →
register for account → take free trial → start workout
Prioritize from “left to right”
• Map each step you’ve identified and outline all possible actions a user can take• Y/N at each step
• Visually represents who you want to talk to and when you want to message them
Visualize the journey
• What can you do to move users from point A to point B?
• Brainstorm a backlog of ideas for the substance of your messaging • Use some, save the rest for testing
• Build a drip campaign for each point in the funnel, nudging users to “convert” at each step
Determine the “what”
• Once campaigns are set, determine what events, properties, and universal links are required to support your program
• Add these requirements to your flowchart and meet with your product engineering team
Technical requirements
• The lifecycle charts we made earlier can be easily converted into workflows
• String workflows together to create seamless user experience • leverage matching entrance/exit
criteria
• Always have a mobile-first focus
Build and implement your campaigns
>55%of all emails in 2017 were opened on
mobile devices
Return Path
• Email must be viewed as a mobile channel
• Assume your message will be read on mobile and you have 5 seconds worth of attention
• Mobile-first designs scale nicely on desktop
• Iterable drag and drop editor is already mobile friendly
Why mobile first?Email
>62%of users with push enabled return to an
app 1-month after download
Business Insider
• Push is a double-edged sword• incredibly effective at retaining users• can be off-putting if misused
• Timing and content is critical • unlike email, most users will see your
message as soon as you hit send
• Diversify your strategy so email and push don’t tell the same story
Why mobile first?Push Notifications
You’ve launched. Now what?
• Document baseline performance for all campaigns• depending on traffic, this may take months
• Watch individual user journeys while volume is still low
• Send campaign data into your database and analytics tool to measure full funnel + impact on retention
Measure baseline performance
Testing• Improve your baseline metrics with testing
• Simplicity of Iterable testing (no data team required)• +47% click rates on mobile-oriented email
• Find which communications are valuable to users and deliver a top notch experience
• Once you have a healthy base of subscribers you can begin to focus on retention, reactivation, etc.
Increase complexity and widen scope
• New features and testing require constant support from marketing• how will you support a new feature?• what events/properties do you need?
• Never let your messages contradict the user’s product experience• messaging touch points should be an
extension of the product
• Weekly sync ups with product open lines of communication and ensure alignment
Stay aligned with product
Closing
• Prioritization + speed• left → right
• Coordinating with product engineering early and often
• Ease of Iterable set-up
• Workflow Studio• new ideas are constantly
implemented, with no dependencies
Keys to success
Thank you
Q&A
• We want your feedback! Submit your session feedback via http://bit.ly/activate18survey
• All session recordings will be available at the end of April on activate.iterable.com.
• Continue the conversation on social using #Activate18
A Few Housekeeping Items