Promoting a loyalty app: What brands can learn from a campaign with a 9% push click rate

A custom loyalty app is only effective if people actually use it. An anonymised case study shows how an international beverage brand promoted its app via mobile-pocket – achieving a 9% click-through rate on a smartphone push notification.

Whether an app is successful or simply gets lost in the flood of applications and messages is determined after its launch: is the app downloaded initially and then opened repeatedly because it is perceived as a relevant point of contact? One such trigger could be a smartphone push notification, as the following example shows.

We have observed numerous brands that, after launching their own app, treat it like a shop that has just opened in a side street: the door is open, the offering is good, but walk-in customers lack a signpost. A loyalty app does not automatically become part of everyday life simply because it has been installed, but because it is regularly linked to relevant moments of use. This works best when the next step feels logical: see, understand, click, open the app... This is where mobile-pocket comes into play as an impact and reach booster, acting as a friendly doorman, with the motto: “This way, there’s something waiting for you.”

A high level of relevance can be achieved for users through an attractive competition, a loyalty scheme or a special, limited-time promotion. It must be totally clear to users what they need to do – whether that’s entering a competition, collecting points or activating offers. The simpler the action appears, the lower the barrier to click.

People take action because they expect to gain something from it. That’s why the message needs to make it immediately clear what’s in for them in the app and why it’s worth responding right now.

We had the opportunity to accompany an international drinks brand that runs its own loyalty app. Users can collect points, win prizes and receive brand updates via this app. Our client, the drinks brand, aimed to generate more awareness for the app and drive measurable app downloads. mobile-pocket was utilised as an additional mobile channel. The campaign comprised two formats:

Firstly, the app was placed in the ‘Offers for all’ section. This is where mobile-pocket users actively search for the latest promotions, deals and benefits – even from companies they don’t usually buy from. The advertising message highlighting the drinks brand’s app therefore appeared in an environment where people are already open to offers.

Secondly, a smartphone push notification was used. It reached users directly on their lock screen and led them to the app with a clear call to action: download and participate.

The result was an above-average push click rate of 9%. This means that 9% of all people who received a smartphone push notification responded to it immediately. For reference: the platform benchmark is 2–4%, meaning the campaign significantly exceeded this comparative value. This shows that the message was not only seen, but also motivated users to take action.

For brands, that is exactly what matters. Reach is good. Engagement is better. A clicking rate of 9% shows what is possible when the targeted audience, channel, timing and message are aligned.

1. Apps need a specific reason to be used:
Even a good loyalty app will quickly be forgotten if users have no reason to open it. Competitions, collection campaigns, exclusive benefits or seasonal promotions make the app relevant. The key is to highlight this opportunity at just the right moment – then ‘maybe later’ becomes ‘it’s worth doing now’.

2. Mobile apps need mobile touchpoints:
If you want to encourage app usage, you should reach users where the next click is most likely to happen: on their smartphone. mobile-pocket is designed precisely for this usage context.

3. Push notifications need to be clear:
A smartphone push notification must be immediately understandable. In the practical example, the call to action was simple: download the app and join in. No long-winded brand spiel, just a clear next step.

4. Placement and push notifications work together:
Placement in the ‘Offers for all’ section ensures visibility over a longer period. The push notification provides the initial prompt. Together, they create a short activation process: discover, understand, click.

5. Relevance beats volume:
The high click-through rate was down to the right combination of offer, target audience, mobile context, timing and a clear call to action. So the better question isn’t: “How do we reach as many people as possible?” but rather: “When and where does a click really make sense?”

This approach is suitable for brands that already have their own app, wish to make greater use of it, and are working towards one or more of the following objectives:

• Increase app downloads
• Promote competitions or loyalty initiatives
• Reactivate existing app users
• Extend promotions on the go
• Find additional touchpoints outside our own media channels

This doesn’t just apply to FMCG – the retail sector, the gastronomy, banks, leisure brands and brand-name companies can also benefit from it. The common factor: the app is here. Now we need to get people using it.

mobile-pocket is not a substitute for a brand’s own loyalty app. If a brand already has an app, mobile-pocket can actually help increase the app’s usage rate. The platform generates additional attention in a mobile environment where users are already receptive to benefits and offers. This makes an existing app a more visible and frequently used touchpoint.

Or to put it another way: your own app is the stage. mobile-pocket brings more people into the audience.

Having your own loyalty app is a valuable component of digital customer retention. But its success depends not only on what it can do. What matters most is whether users notice it, download it and keep using it.

This anonymised case study from an international beverage brand demonstrates just how effective targeted advertising via mobile-pocket can be: the combination of prominent placement and smartphone push notifications achieved a click rate of 9%, a figure well above the platform benchmark of 2–4%.

Would you like to know how mobile-pocket can help you promote your own loyalty app? Get in touch with us and find out in a demo.