Making use of push notifications for mobile application retention

For cellular marketers, the stakes have never already been higher. Apps are continuing to shed more and more users. How is this taking place?

And more importantly, how do we make it stop?

Let’ s face it, its not all app can be Snapchat or Instagram, and even the largest iPhone or Google android device isn’ t big enough to accommodate even a fraction of the millions of apps that  exist  in the leading app shops alone.

Ultimately, individuals will pick and choose and keep only the applications that are the most important and valuable for them.

Something that’ s i9000 often not taken into account is just exactly how fickle users are. In fact , twenty one percent of people will only use an application once, and 71 percent of these will churn within 90 days.

Therefore , how exactly do you hold onto customers who are abandoning your mobile application? One way that might be overlooked is by using press notifications.

Push notices

Push notifications would be the bread and butter of many cellular app marketing strategies, and they could be incredibly effective if used properly.

The good news for entrepreneurs is that people have become more receptive in order to push messages in general. A recent study by Localytics found 52 % of  people reported that force notifications are better nowadays compared to they were a few years ago.

I’ d like to see that quantity go up, and there are ways to get there. Let’ s looks at several ways to try this.

Push volume

Bear in mind the sheer amount of push messages you’ re delivering. It’ s very easy to go crazy with push and end up frustrating (or bombarding) your users along with irrelevant, unhelpful messages — or simply too many.

You need to be specifically careful of overstepping the line along with behaviorally-targeted push notifications because individual data privacy is top associated with mind these days. Data tells us that will sending one push message each week for behavior-based campaigns works the majority of effectively.

This type of drive notification makes perfect sense for some gamers, however. If, for example , you’ lso are a streaming app like NBC or Netflix and you want to be capable of reach an user who watched the very first three episodes of a show yet didn’ t watch the fourth, it is a great way to bring them back into the particular app.

We’ ve found that 90 percent of individuals are OK with receiving one type of push notification per week, making testing here relatively safe. But send out more than one, and you run the risk of pressing your users too far and compelling them to opt out of notifications.

Push preferences

We’ ve learned it’ t important to offer users more choices up front, rather than plowing ahead along with sending notifications based on location plus behavior and assuming it’ ersus OK.

Better to question them up front which kind of notifications they’ deb like to receive. By providing options for particular types of notifications, you’ ll build a more receptive audience.

Consider including an option for notices about content. Push is a great device for showcasing new content, like the preview for the long-anticipated season associated with “ Game of Thrones, ” offering that little black dress in your user’ s size or updating individuals with timely information such as breaking information.

After stated choices, we’ ve seen users point out location tracking as the most valuable result in for push notifications. So , in the event that you’ re a business with actual locations, geofencing is worth a try. Cellular is inherently location-based, and geofences give marketers the ability to connect with individuals the way they want, when they want, depending on where they are.

Bottom line

At the end of the day, all marketing experts need to make it their priority to enhance retention and reduce churn. Adopting a few of these push notification tips will help fixed you on the road to keeping your customers around for the long haul. After all, people only want to know you’ re paying attention to all of them and catering to their needs.


Opinions indicated in this article are those of the guest writer and not necessarily Marketing Land. Employees authors are listed here .


About The Author

Because the Director of Marketing Communications at Localytics , Kristin is focused on driving the public relationships, analyst relations, thought leadership, occasion sponsorship/speaker’s bureau and social media techniques for the company. She brings 15 many years of experience in leading global advertising, marketing communications and content marketing advertisments and programs for a range of B2B technology companies, including early phase startups all the way up to large general public companies.

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