To put these numbers in context, consider the TV show Silicon Valley.Even a daily user would benefit from a helpful media recommendation, travel alert, or product discount based on their in-app behavior.

Many retention strategies focus on pulling dormant users back into the app.[Ready For 8211 NEW 1 Promotions SERIES Getting Part Affiliate PODCAST Holiday Your]

According to Nielsen, 84% of users’ time on smartphone apps is spent on five non-native apps from the app store.The specific numbers vary from sample pool to sample pool, but the trend remains the same: push notifications improve retention, and personalized push takes it one step further.

Secret #4: Push Notification Opt-In Requests Are Critical

After all this talk about the importance of push notifications, let’s not forget that many users never see them.It’s easy to forget that keeping users engaged from day one is just as important to your overall retention.Yet, at a $2 CPI, the team would have spent $1MM on retention—$962,000 of which would be lost on users who never returned.[Review Affiliate Leadbit Network ]

Secret #2: Push Notifications Boost Retention

Another mobile marketing secret? Push notifications have a huge impact on retention. Marketing Land reports that sending push notifications (both personalized and generic) boosts 90-day retention by 180%, and eMarketer compiled studies that found more than a 250% increase in retention over the same period.In a Leanplum report on push notification personalization, we found that messages sent by behavioral triggers enjoy an 800% higher open rate than their non-personalized counterparts.

For example, after a user books a trip, the travel app Last Minute Travel uses push pre-permissions to display a customized permission request before displaying the system prompt.Maintaining high engagement throughout the mobile customer lifecycle makes for a great retention strategy.[You Blog Why Fix Making Money Isn8217t How And Your It Can]


In-app features like a helpful onboarding flow will give users a good first impression, and behavioral push notifications will keep them engaged as they discover more of your app.That means over half of your iOS users will be difficult to reach if they fall dormant.

Secret #3: Higher Engagement Results in Lower Dormancy

Sometimes, the best way to retain users is to not lose them in the first place.What do personalized push notifications entail? Personalization can include anything from message content to behavioral send triggers.If the person still declines the prompt, there’s no harm in waiting until another engagement milestone before making the request again.[Ultimate Holiday Marketing To The Guide Affiliate Promotions]

Good news, mobile marketing teams: user retention doesn’t have to be a losing battle.

According to Appboy, less than 25% of people return to an app the day after initial install. Leanplum’s data science report on retention backs this up, revealing that almost 80% of your hard-earned users will leave your app after the first day. By day 90, our findings show that retention drops to 1.89%.The average cost-per-install (CPI) in the US is only $2, but these retention figures put that stat in a new light.[Bulk Countries Sendmode 3 New SMS In Launches]

.But it’s never too late to invest in a retention strategy to complement your user acquisition.

Here are four facts you need to know about mobile marketing to kick-start your retention efforts:

Secret #1: Only a Small Fraction of Users Return to an App After Initial Install

These days, the dark reality of app retention isn’t much of a secret, but it’s important nonetheless.At Leanplum, we’ve found that requesting push permissions up front leads to poor opt-in rates—the request gets lost among the other system permissions prompts, and the user often doesn’t trust the app yet.The overarching secret to retention is that people want personal, meaningful interactions—they’ll be sticking around and coming back for more if that’s what you offer.[SEO Your Visibility To Tools Boost Channel]

Have you ventured into the world of mobile app marketing? Share your own secrets with us below!


The post 4 Secrets of Mobile Retention appeared first on Marketo Marketing Blog - Best Practices and Thought Leadership.

For a mobile team planning a large-scale acquisition campaign, these stats are scary.This gives them a 3.8% retention rate, which is above average.IOS users must opt-in before receiving push notifications, and the average opt-in rate is only 41%.Then, request push notification privileges with a customized in-app message.[PODCAST Success 8211 The 1 Holiday Factor REVEALED Affiliate 8 12 Part Promotions Of]

There was once a time when growth was the name of the game in mobile marketing, but the tides are turning.This feature earned them a 182% increase in push notification opt-ins. last-minute-travel-example

With these four secrets in mind, any mobile marketer can build out a solid retention strategy. There’s a trend here: customized opt-in requests perform better than generic system prompts, behaviorally-triggered push notifications have a higher open rate, and personalized messages help increase retention.It can be hard to acquire users purely by virtue of being the biggest and the best in the category, so app publishers have turned to retention instead.

To combat this issue, consider optimizing your push notification opt-in request.In this case, we found that personalized send times provided the biggest boost to retention.But with increased competition among mobile apps across the board, marketers can’t depend on installs and ratings to push them to the top.When you add it all up, it’s clear that personalization is essential.Installs alone are not enough to propel apps to the top of the app store’s search results—mobile engagement and retention are becoming make-or-break metrics for app store optimization (ASO).[SMS The Vs Email Channel What Best Media Results Yields Social Vs]

In Leanplum’s retention report, we found similar figures that emphasize impact of push notifications. The simple act of sending push notifications was shown to increase user retention by 20%, while personalized push showed an astonishing 7x increase.There’s a scene where the characters remark that their app has 500,000 downloads but only 19,000 daily average users (DAUs).A more effective alternative is to wait until your app has demonstrated its value before asking for permission.The average retention rates might seem discouraging, but bear with me—there’s a surefire way to improve your metrics in the long run.[Moscow Party Edition Conference Affiliate 038 Autumn]
Source: https://blog.marketo.com/2016/12/4-secrets-of-mobile-retention.html

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