The Next Chapter in Blinkist App Usage: How In-App Messages Help To Inspire Readers and Increase Engagement
Success Stories
3220%
uplift in the number of times the recommended book was added to users’ libraries
4367%
uplift in the number of users who began reading the book
6.62%
uplift in the overall book add rate
6.55%
uplift in the overall start rate
The Challenge
How to keep users consistently engaged with their content. The team at Blinkist was concerned that without guidance, users would feel overwhelmed and not know which book to start next.
“This was a great first project that helped us figure out and concretize our now ongoing relationship with Phiture. It was also a great success case to show the company at large the influence of CRM in moving important metrics.”
Mai Tran, CRM Manager
@ Blinkist
The Solution
Blinkist approached the Retention team at Phiture to leverage their expertise in in-app messaging. They hypothesized that by displaying a book release in-app notification on session start, users would be encouraged to explore the featured title and overall engagement would thereby also be increased. Working hand-in-hand with the design team at Blinkist, a new In-App Message template was created to promote the latest content release.
The design and copy were refined together, and the template was given the right capabilities to fit every situation and device. Over a period of two weeks, all premium, English-speaking users were sent the message at the start of their session. Very little user segmentation was required as the purpose was simply to show how impactful In-App Messages have the potential to be.
The Results
The In-App Message had an impressive 90% CTR and as an immediate result of the Retention team’s work, Blinkist saw a 3220% uplift in instances of the recommended book being added to users’ libraries and a 4367% uplift in the number of users who began reading the book. This In-App Message also prompted users to consume more content in general. There was a 6.62% uplift in the overall book add rate and a 6.55% uplift in the overall start rate.
Blinkist continued to use the In-App Message template provided by Phiture to create new In-App Messages, promoting new content and features to their Premium user base. They observed similar impact – which is further testament to the efficiency of In-App Messaging as a channel.
Blinkist is a Berlin-based app with over 12 million users, for those who enjoy reading but don’t have the time. It allows users to absorb the main ideas from non-fiction books in 15minute bitesize audio and text samples and has a catalog of over 3000 titles.
Client: Blinkist
Website: https://blinkist.com/
Services: Custom In-App Templates
Increasing Headspace's Retention: Healthier and Happier User Cohorts
Success Stories
+109%
uplift in week 1 retention
+49%
increase in paid conversions within 1 day
+14%
uplift in first meditation leading up to winter promo campaign
+26%
uplift new user activation
The Challenge
Headspace wanted to improve 2 key metrics:
Global user retention
New user activation
“Phiture’s strategic guidance, tactical expertise, and custom tools have quantum-leaped my team’s ability to delight our members with best-in-class lifecycle marketing campaigns (across email, push, and, most of all, dynamic in-app modals).”
Brian Rabben, Head Of Channels
@ Headspace
The Solution
Throughout the project, we worked side-by-side with the Headspace team to deliver and develop methodical solutions. Phiture’s in-house retention experts identified that in-app messages were a crucial channel to drive higher retention and conversions. We also tested many hypotheses with CRM experiments, resulting in high-performing, optimized engagement and reactivation campaigns encompassing push, in-app, and Email channels, deployed and optimized through the Braze platform.
In collaboration with the client, Phiture’s retention team designed solutions to improve the 0-1 strategy (encouraging users to take part in their first meditation) in the run-up to their crucial winter promotional period. Campaigns included rich push notifications with artwork that corresponded to specific packs and leveraged Headspace’s compelling brand. Each push notification deep-linked users directly to the content, the selection of which was based on aggregated engagement data, indicating the most popular meditation packs.
In developing the solution, the retention team focused on:
- Utilizing in-app messaging channels
- Optimizing the engagement and reactivation campaigns
- Employing rich push notifications
- Implementing deep linking
The Results
Phiture accelerated users converting to paid subscriptions by driving an average 49% more paid conversions within 1 day. The first round of experiments resulted in a 6% uplift in new user activation. Further iterations resulted in an extra uplift in activation of 20%. Users who received these campaigns were retained by an average of 109% higher than control in Week 1. These innovative features re-activated thousands of deeply dormant users, proving that deep-linking to specific content is highly effective for activation and heightening engagement.
Since launching in 2010, Headspace has been innovative in helping people lead a healthier, happier and more well-rested life. Founded by Andy Puddicombe and Rich Pierson, it has offices in Santa Monica, San Francisco and London and has millions of users around the world. The Headspace app allows people to experience the benefits of meditation anytime, anywhere by providing guided sessions and mindfulness training.
Client: Headspace
Services: Custom in-app messaging, retention, engagement, reactivation, deep linking, rich push notifications, data analysis, campaign optimization
Success Stories
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Success Stories
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