The Power of Language in Mobile Messaging

Savvy marketers can leverage the tried-and-true A/B split test methodology to gauge the tone and impetus of a message before delivering a campaign. Case in point: The Astrologer, a horoscope and lifestyle mobile app seeking to boost engagement, sent out variations of relevant astrological sign-specific push notifications that increased open rates from 2.8 percent to between 4 percent and 10.5 percent.