A Guide to Mobile Messaging For Utility Apps

By Stefan Bhagwandin

utility apps

Source: Freepik

Utility apps are among the most popular app categories, but they’re probably not the first category that comes to mind when you think about mobile marketing. Many utility apps (such as alarms, file explorers, and notepads) are developed by individuals and small companies. These developers usually don’t have a full marketing team at their disposal, so they rarely send out targeted messaging campaigns.

Even though utility apps exist to solve practical problems, they can still add value and lift engagement through marketing. Their value propositions might be a bit different from a retail or media app’s, but the fundamentals are the same. There’s always some way for an app to leverage mobile messaging campaigns.

To get started, we’ve compiled a few simple campaign ideas for utility apps. Try one of these messaging campaigns to see if it helps your user engagement.

1. Timely Reminders for System Performance Apps

mobile utility app

Source: iTunes

Performance apps are a common type of utility app, and for good reason. They help users make the most of their device’s hardware. Usually these apps are specific to each platform — examples include Battery Life Magic for iOS and SD Maid for Android.

Every performance app works a little bit differently, but the general idea is the same. Utility apps accomplish tasks like:

  • Conserving battery life by closing inactive processes
  • Saving space by deleting app caches and other unnecessary data
  • Freeing up RAM when the user is playing a game, enabling a smoother experience

Usually, system performance apps are set-it-and-forget-it. They operate in the background and don’t require much user input. But unless the app is monetized through paid subscriptions, the app team must still find a way to keep users engaged.

Reminders, delivered via push notification or email, are one way for performance apps to remain top-of-mind. Some actions, like clearing app caches, can be performed at whatever interval the user deems necessary. Some will happily let the app automatically delete old caches once a week, while others will want more control over the process. For users who don’t schedule their actions, the app could send a reminder after a few weeks to suggest a full scan.

That said, today’s mobile users might be put off by a generic push notification reminder. One way to make the message less spammy and more valuable is to mention details specific to the user’s device. For example, the mobile apps for cell carriers like Verizon and AT&T send a personalized push notification alerting users when they’re almost out of data. These messages tell each user the exact amount of data remaining. Personalized messages are 4x more likely to be opened, and they’ll make sure users understand how the app is adding value.

2. Geolocation Alerts for Weather Apps

weather apps

Source: Freepik

There are a few common use cases for push notifications that weather apps have already implemented. Go to the full article.

Source:: Business 2 Community

Be Sociable, Share!