This guide will walk you through what a mobile marketing automation platform is, how they work, and how to choose the best one for you.
A mobile marketing automation platform is a tool that helps businesses automate their mobile marketing efforts.
The platforms enable app marketers to deliver personalized messages to their audience and typically include features such as user segmentation, campaign management, message personalization, and advanced analytics.
Using a mobile marketing automation platform allows businesses to streamline their mobile marketing strategies and increase both their app engagement and conversions–you can find the best mobile marketing automation platforms in our directory below.
What is a mobile marketing automation platform?
The main purpose of a mobile marketing automation platform is to streamline and optimize your mobile marketing efforts.
This type of platform automates tasks such as sending push notifications, in-app messages, and email campaigns to users based on their behavior and preferences.
By using data-driven insights and machine learning algorithms, marketers can deliver personalized and relevant messages to each user, improving engagement and retention rates.
Additionally, a mobile marketing automation platform can provide analytics and reporting tools to measure the effectiveness of mobile campaigns and allow you to adjust your strategies accordingly.
The overall goal is to create a seamless and valuable user experience that drives app growth and revenue.
The top mobile marketing automation platforms
Mobile marketing automation platforms are software solutions that help businesses automate their marketing campaigns. These platforms provide marketers with a range of tools to manage and optimize their mobile marketing efforts, such as sending targeted messages, push notifications, in-app messages, and emails to customers based on their behavior.
We’ve listed the best mobile marketing automation platforms below.
1. CleverTap
CleverTap is a mobile marketing platform that helps businesses to engage and retain their users through personalized experiences. It provides user insights, segmentation, and multi-channel messaging capabilities to help brands target their users with relevant messages at the right time.
CleverTap also offers features such as A/B testing, push notifications, in-app messaging, and web push notifications to improve user engagement and retention. It’s used by businesses across various industries, such as eCommerce, travel, finance, gaming, and more.
Overview
CleverTap was founded in 2013 by Sunil Thomas, Suresh Kondamudi, and Anand Jain. The company is headquartered in Mountain View, California, and has additional offices in Mumbai, India, Singapore, and Dubai.
Since its inception, CleverTap has grown to become a leading mobile marketing platform, serving thousands of customers right across the globe.
Services
CleverTap provides its customers with the following services:
- Deep user insights, including user behavior, preferences, and purchase history. This helps businesses to segment their users and create targeted campaigns
- Offers A/B testing capabilities that allow businesses to test and optimize their campaigns to improve user engagement and retention
- Provides detailed analytics and reporting features that give brands insights into the performance of their campaigns, user behavior, and engagement rates
2. OneSignal
OneSignal is a customer engagement platform that helps businesses send personalized messages to their users across multiple channels. It provides push notifications, in-app messaging, and email capabilities to help brands engage with their users in a relevant (and timely) manner.
OneSignal’s platform also offers advanced targeting, segmentation, and automation features to help businesses optimize their customer engagement efforts.
Overview
OneSignal was founded in 2014 by George Deglin, Long Vo, and Matt Pillar. The company is headquartered in San Mateo, California, and has offices in New York, London, and Kyiv.
Around 20% of new apps use OneSignal, and the platform supports over a million companies in sending 12 billion messages every day.
Services
OneSignal provides its customers with the following services:
- Enables you to send push notifications to mobile and web app users in real time as well as create personalized and targeted messages based on user behavior, demographics, location, and more
- The in-app messaging feature allows you to send targeted messages to users who are already in your app. You can use in-app messaging to announce new features, promote products, or provide customer support
- Provides email notification services to help businesses engage with their users via email. You can send triggered or scheduled emails based on user behavior, such as abandoned carts or order confirmations
3. MoEngage
MoEngage is a customer engagement platform that provides businesses with tools to engage and retain their users across multiple channels, including mobile, web, email, and SMS.
MoEngage’s platform uses AI and machine learning to personalize messages and create meaningful interactions with users.
Overview
MoEngage was founded in 2014 by Raviteja Dodda and Yashwanth Kumar in Bengaluru, India. The company has since expanded globally, with offices in San Francisco, Berlin, Jakarta, and other locations.
MoEngage has grown rapidly since its founding, serving over 1,000 businesses across various industries, including eCommerce, finance, travel, and more.
The company has received several awards and recognitions for its innovative customer engagement platform, including being named a Gartner “Cool Vendor” in 2018 and winning the “Best App Analytics Platform” award at the 2019 Mobile India Awards.
Services
MoEngage provides its customers with the following services:
- Enables businesses to send personalized push notifications to users based on their behavior, interests, and preferences. You can use the platform to A/B test your push notifications and optimize your messaging strategy
- Machine learning to personalize messages and create meaningful interactions with users. Segment your audience based on behavior, demographics, and preferences
- Real-time analytics and reporting on your engagement campaigns. You can track user behavior, engagement rates, and conversion rates to optimize your messaging strategy
4. Braze
Braze is a customer engagement platform that helps brands build relationships with their customers by providing personalized messaging experiences across various channels, including email, push notifications, and messaging apps.
The platform’s AI-powered tools allow businesses to better understand their customers and deliver targeted messages that drive engagement and loyalty.
Overview
Braze, formerly known as Appboy, was founded in 2011 by Bill Magnuson and Jon Hyman. The company is headquartered in New York City.
As of 2021, Braze serves over 1,000 customers worldwide, including leading brands such as Burger King, Delivery Hero, Domino’s, HBO, and Udacity.
Services
Braze provides its customers with the following services:
- Personalized messages to customers across multiple channels, including email, push notifications, messaging apps, and more
- The platform enables businesses to quickly segment their audience based on various attributes, including demographics, behavior, and engagement history
- Braze offers a range of automation tools that allow businesses to create and trigger messages based on specific actions, such as cart abandonment and app uninstall
5. Omnisend
Omnisend is an eCommerce marketing automation platform that helps businesses build relationships with their customers and drive sales through personalized messaging experiences.
Omnisend’s platform includes a variety of features, such as audience segmentation, automation workflows, email and SMS templates, as well as product recommendations. These features enable businesses to create highly personalized messaging experiences.
Overview
Omnisend was founded in 2014 by Rytis Lauris and Justas Kaveckas. Omnisend is headquartered in London, United Kingdom, with additional offices in Riga, Latvia, and Vilnius, Lithuania.
Omnisend serves over 50,000 customers worldwide, including top brands such as Pepsi, Unilever, Timberland, Beardbrand, and MVMT Watches.
Services
Omnisend provides its customers with the following services:
- The platform offers a range of automation tools that enable businesses to create targeted campaigns based on each customer’s behavior and preferences
- Provides businesses with a variety of customizable templates that enable them to create professional-looking campaigns without requiring any design or coding skills
- Product recommendation engine that suggests products that will appeal to each customer based on their purchase history and behavior
Types of app marketing automation tools
Several types of app marketing automation tools can help to optimize your mobile app marketing campaigns. They can be categorized into the following main groups:
- Multichannel marketing–This is where native mobile marketing services are used, including those for mobile web purposes. Multichannel marketing refers to a strategy that involves using different channels to reach and engage with potential users.
- Mobile marketing platform–These platforms are solely for mobile apps. A good mobile marketing platform will provide tools for tracking user engagement and measuring the success of campaigns, allowing app developers to make data-driven decisions.
Mobile marketing automation platform example
Source: Braze
Some of the best options here include Appboy, Leanplum, and Braze, although ultimately, the best app marketing automation tool for you will depend on the specific needs and goals of your business.
Why do I need mobile marketing automation software?
Mobile marketing automation software can be valuable for simplifying your marketing efforts and improving overall app user engagement.
Below, we’ve listed the key reasons why you need to make use of the platforms.
Time efficient
App marketers will be able to save time by automating the most pressing tasks, for example, sending targeted messages to a specific user segment.
They’ll also have access to valuable insights into customer behavior and user preferences that allow them to tailor their marketing efforts as they go.
Engage and re-engage users automatically
Using mobile marketing automation software can improve customer engagement and ultimately lead to increased sales and revenue because the ability to engage and then re-engage users is at your fingertips (as and when you need it).
In a nutshell: the software helps you to keep your customers informed and interested in your brand.
Mobile marketing automation platform example
Source: Vibes
Widen your reach
Expanding your mobile reach can be a great way to attract new app users and increase your brand’s visibility.
Mobile marketing automation platforms allow you to personalize your messaging and target specific demographics, increasing your chances of reaching new customers and growing your business.
Improve your strategy
Mobile marketing automation software can improve your strategy by providing you with the tools to target the right audience, create personalized campaigns, and measure your results.
The platforms allow you to automate your marketing tasks, saving you both time and resources. In particular, the insights into customer behavior and engagement allow you to make data-driven decisions and improve your app marketing strategy.
Maximize app profit
Mobile marketing automation platforms allow you to find the right balance between monetization and user satisfaction, and you can increase revenue while still providing value to your users.
It’s important to constantly monitor and analyze user behavior and feedback, and automation platforms make that a more achievable reality.
How do app marketing automation platforms work?
App marketing automation platforms are designed to optimize the process of promoting mobile apps. The platforms typically offer a range of tools and features that enable app developers and marketers to create targeted messaging campaigns, track user behavior, and optimize app performance.
At a high level, app marketing automation platforms operate by analyzing user data and behavior patterns in order to deliver personalized messaging and experiences to individual users.
Below, we’ve listed some of the key features of marketing automation platforms.
User segmentation and personalization
When promoting mobile apps, user segmentation and personalization are important. The good news is that app marketing automation platforms enable app developers to analyze user data and behavior patterns and allow them to deliver highly personalized messages to their users.
By identifying different user groups based on demographics, interests, behaviors, and other critical factors, app developers can tailor their marketing efforts to better meet the needs of each group.
Featured Mobile Marketing Automation Platforms
Automated engagement and communications
Engaging with users of mobile apps is tough, but automated tools can be incredibly helpful here.
With the aid of automation tools, app developers can simplify their engagement efforts and ensure that each user receives personalized messaging at the right time. This approach increases user engagement, improves retention rates, and ultimately leads to increased app revenue.
Cross-channel management
Cross-channel management is a strategy that involves consistent messaging across all platforms and channels for your app users.
Mobile marketing automation platforms are effective at boosting your app engagement efforts and delivering personalized messaging, as well as maintaining a strong brand image across multiple channels.
Mobile marketing automation platform example
Source: Swrve
A/B testing
A/B testing is a valuable feature that allows you to compare two different versions of a design element to determine which one performs better.
By testing different variations of your app’s interface and user experience, you’ll be able to identify areas for improvement and make data-driven decisions that provide the best possible experience for users.
It’s important to be strategic and intentional with your testing and to use the insights gained to make meaningful improvements to your app.
Gather relevant data
Mobile marketing platforms enable you to gather relevant app data and help you to understand your customer behaviors and preferences.
Using the data allows you to target your marketing efforts more effectively, resulting in higher engagement and conversions. The platforms also provide valuable insights into the effectiveness of your campaigns, which helps you to continuously improve your marketing strategy.
Analytics
The best mobile marketing automation platforms provide leading analytics capabilities that allow you to up your app marketing game.
For example, Swrve’s integrated analytics enable you to quickly understand your app’s health with easy-to-use reports, and you’ll be able to monitor all users or granular segments for monetization, engagement, and retention.
Integrating analytics into mobile app development is often a game-changer.
What to look for when choosing mobile marketing automation platforms
When choosing a mobile marketing automation platform, there are several key factors that you need to consider. You’ll want to ensure that the platform is user-friendly and easy to navigate, and you should look for a platform that offers robust analytics and reporting features.
Below, we’ve listed the key areas to look for when choosing the right mobile marketing automation platform for you.
Automation capabilities
Look for tools that offer easy integration with your existing systems. You should also consider the level of customer support and technical assistance that’s available from the platform.
Top automation capabilities include email, socials, SMS, and ads being taken care of, and the best platforms allow you to schedule posts in advance as well as collectively analyze how your SMS strategy fits into your overall customer engagement strategy.
Integrations
Mobile marketing platforms should offer integrations with other systems, such as CRM and content management systems.
It can benefit businesses to have these integrations in place to simplify their workflow and improve productivity. With technology handling the backend, app developers can focus on delivering quality content and providing a better customer experience.
Provide advanced functionalities
A mobile marketing platform should offer advanced functionalities such as A/B testing, fraud detection, and push notification scheduling tools to help you optimize your marketing strategy.
These tools can help you test different marketing approaches, detect potential ongoing fraud, and schedule notifications to reach your customers at the right time.
Mobile marketing automation platform example
Source: Airship
Offers a marketing database
You need to look for a mobile marketing automation platform with a comprehensive marketing database that’s carefully curated and regularly updated to ensure accuracy and relevance.
This gives app marketers access to detailed information on demographics, purchasing behavior, and interests, so they can target their desired audience and tailor their campaigns for maximum impact.
User-friendly interfaces that make it easy to search and filter through the database are a must.
Flexible segmentation opportunities
Look for a platform that offers a range of flexible segmentation options that enable you to effectively target your intended audience with ease.
With segmentation capabilities, you can customize your app marketing campaigns to reach the right individuals at the best moment. You should be able to effortlessly sift through the database based on demographics alone.
Complex analytics tools
Whether you’re looking to optimize your app campaigns or gain a deeper understanding of your customers, a mobile marketing automation platform can simplify your analytics process and elevate your marketing strategies.
Top analytics tools to look for include predictive insights to optimize your adoption and conversions, product recommendations and personalized reminders, automated performance reporting, and reports that drill down to individual users.
Mobile marketing automation platform example
Source: Leanplum
Reporting options
Look for platforms that allow you to consolidate your reporting into a single dashboard, saving you time to optimize campaigns.
Features here include advanced reporting abilities such as personalized dashboards, automatic reporting via email, customizable reports, and request forms.
Work with top marketing automation platforms and software
Whether managing mobile email campaigns, social media posts, or analyzing data, marketing automation platforms are invaluable in maximizing your efficiency and reaching target audiences.
App marketers that integrate these powerful platforms into their marketing strategies save both time and resources and achieve their goals.
Take your app marketing to the next level and work with the automation platforms below.
