Mobile marketing: How to fulfill the app retention mandate

Here are six ways mobile marketing can improve their app retention rates

Get better at onboarding

If your users don’t clearly understand the value of your app and how to use it — right at the start — their odds of churning drastically increase. So, what does good app onboarding look like? It emphasizes the app’s value proposition, highlights core features and only asks users about information it needs with clear calls to action.

Provide useful in-app messages

In-app messages are received while a user is within your app, and it’s usually a result of some action taken. Because of this, they’re highly relevant and also make it easier for people to move through the app experience. Plus, they’ve been known to increase retention by 3x. Useful in-app messages will tell a user new features, highlight what’s different and share important information.

Reach users outside the app with push

Push notifications are crucial for engaging with people when they don’t have the app launched. Since they’re sent right to a user’s beloved home screen, the stakes are high to get it right. That means having compelling messaging that’s personalized to the user and marrying that with the latest in push notification technology, such a geolocation.

Give the people what they want

App users want their interactions to be tailored to their preferences, location and in-app behavior. In fact, a recent study found that individualized push and in-app messages performed much better than broadcast.

Re-engage with lapsed users

Half of all iOS users opt out of push messaging, which makes it really hard to draw them back in. The solution? Remarketing. Reaching these people with a compelling reminder outside your app — through email, social or search advertisements — is an effective way to re-engage them. When doing so, be sure to leverage insights into their behavior, interests, and preferences to ensure you’re staying relevant.

Have the ability to predict

Understanding which of your users are at risk of churning gives you a chance to save them. Mobile marketers should design highly personalized messaging campaigns to re-engage these people before it’s too late and they’ve closed an app for good.



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