GTM Sauce

Zumba · dance fitness brand and app

Send workout reminders at the day and hour each user usually works out

Unknownnotifications

What they did

Testing pushes timed to each user's habitual workout day (e.g. Mondays) and hour (e.g. 9 AM, not 3 PM for people never active midday). Separately testing a Friday push suggesting a shorter or fun class to counter the pre-weekend activity dip. Notifications with low opens or that cause opt-outs get changed.

In their words

Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba

Play from 37:11
36:56

Nicole PaigeWe're definitely still experimenting a lot with that. We're we're checking the performance of our emails and our push notifications and making changes. When our notifications aren't getting opened, or when they're leading to opt-outs, we'll change it. But one of the things we're doing right now that we're testing is

37:11

Nicole Paigewe're testing sending them a notification at the time that they usually go into the app. We say if a user typically works out on Mondays, we know that they're probably higher intent there. Let's send them a notification and remind them that they can take their class. Or one thing that we're trying is we see that

37:27

Nicole Paigeusually going into the weekend, Fridays, we see a little bit of an activity dip. People are getting ready for the weekend, so we're trying a notification there kind of on the flip side to see if we can get them excited about maybe take a shorter class, maybe take a fun class, and trying to suggest some things where they might not otherwise work out. But

37:46

Nicole Paigetiming-wise, we're trying to send them the notification at the time that they're usually active also. So, you know, if someone is typically active at 9:00 AM, we're trying to time it so that we send it at the time that they're active versus, you know, if they're never in the app in the middle of the day, maybe they're working, we don't want to send them a notification at 3:00 PM, for example, if they're someone that's not available then. So we're …

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Tags: ios, android, push-timing, personalization, reminders