onX · B2C · outdoor GPS map apps
Use push and in-app messages to teach new users the features that matter
Guest calls it a huge part of their marketing; no numbers
Workednotificationsretentionemail
What they did
Guest built onX's marketing automation foundation early, adopting Phiture's playbook (and working with Phiture) of push notifications and in-app messages that drive feature usage and understanding. Recommends integrating a tool like Braze so a strong mid-funnel educates users instead of re-acquiring them to re-educate them.
What happened
Described as a huge part of onX's marketing.
In their words
Sub Club by RevenueCat · Channel Experimentation and the Tiktokification of Video Ads — Ryan Watson, onX“You know, watch watch Andy Carvell and Phiture's uh education around driving, you know, notifications and in-app messages to drive feature usage and feature understanding.”
“I also built the foundation for our marketing automation system at onX, and that's a huge part of our our marketing.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from onX
All 14 onX tacticsMore from this episode
- onX: Sell the maps on SD cards in hunting stores first, then use that money to build the appSold out right away in Montana; buyers asked for other states; funded the app
- onX: Name the company after what people type into Google, like huntinggpsmaps.comGuest says it worked well and fueled early growth; no numbers
- onX: Write helpful hunting articles so readers can be shown ads laterBrings some direct sales, but mainly fills the retargeting audience; no numbers
- onX: Advertise where you can target by interests, and try lots of video ad networksMany third-party display video networks failed; a few found the customer
- onX: Try Snapchat and TikTok ads even if you think your customers aren't thereSnapchat brought customers and still gets spend; TikTok became a great channel
- onX: Have your marketers film their own low-budget TikTok adsSome of the team's self-made ads were among their best; no numbers
- onX: When a short video ad works, run it on every channel and tweak it for eachShort lo-fi video generally does well everywhere, with small per-channel differences
- onX: Pay hunting influencers for content and loyalty, not just promo-code salesGuest says it helps retention and supplies ads, blog and site assets; no numbers
- onX Hunt: Give top-tier members deals from partner brands, like $200 off dog trainingMeant to lift upgrades and keep members longer; no numbers shared
- onX Hunt: Lead ads with the one feature everyone talks about, then teach the restLand ownership maps are the easiest way in; no numbers
- onX: Send people you retarget to buy on your website, not in the appKeeps about 30% more revenue per sale; install ads still drive most acquisition
- onX: Test free trials that turn into paid plans unless people cancel
- onX: Judge a new ad network by whether sales grow while conversion rates holdFormal incrementality tests with some partners came up short for a niche audience
- onX: Build a separate app for each hobby instead of one app for everyoneSome cross-sales between apps, but small; no bundle yet