• Mobile App Marketing: Re-Engagement vs Retention

    • Amy
    • Posted on 25th January 2019
    Mobile App marketing: Re-engagement vs Retention
    App Marketing

    Quite evidently, mobile usage is on the rise and so is the demand for new, fresh, more user-friendly mobile apps. According to various studies, an average smartphone user spends no less than 2 hours 15 minutes on app browsing. Thanks to the evergrowing screen time, mobile app developers and companies can expect exponential growth if they target the right audience with just the right mobile app marketing strategy and make their app stand out.


    While this might seem easy, do not forget that there is another side of the coin. The 30:10 rule suggests that people use a total of 30 apps throughout the month, but only 10 of them are the most regularly used apps. They then uninstall the other apps as per their liking. This is a clear red flag for app marketers. This is where the need for user retention and re-engagement arises. 


    The Significance of Good Mobile App Retention Strategies


    It is a common misconception that all you need to do is get the maximum app installations in such a crowded marketplace. While a user might install your app, they might end up feeling like they don’t need it and uninstall it later, thus decreasing your app’s user engagement.

    While you focus your marketing strategy on user acquisition, you also need to come up with ways to engage existing users to improve the overall metrics of your app, such as customer lifetime value and conversion rate. This is why most mobile app marketing service providers first focus on figuring out the target audience and then come up with campaigns that relate to this audience.


    Here’s how you can increase user retention for your app.

      • Target Similar Audiences
        Look for audiences that share common traits with your target audience to increase app reach.
      • Make Personalized Ads
        Only those users would stick to your app who would realize that they’re seeing highly personalized ads. This will give them a sense of importance.
      • Pricing Model
        Lure users into engaging in post-install app events by offering them cashback rewards and discounts. This is called the cost-per-action pricing model.

    If you’re still not sure whether you should focus your attention on customer retention or customer acquisition, you must know that studies show that it costs around 6-7 times more to acquire a new user than to retain an existing one. Try giving customer retention a shot and see for yourself.

    Now, the problem of app uninstallation can be solved by formulating new mobile app retention strategies. However, what about those who’ve installed the app and forgotten about it? They haven’t deleted the app, but haven’t opened it in a long time. It’s sitting on the shelf like a 50-year-old book covered in dust. This is where customer re-engagement comes in.


    Re-engaging Dormant Customers


    A lot of customers might as well get convinced and download your app. But there could be multiple stages where they could lose interest and disengage with the app. However, that is not the end of the world as you can still work out methods on how to engage users on the app.


    The best way to do this is to send push notifications, with respect to the user’s mobile app usage behavior.

    If you have an eCommerce app, you could send a reminder telling the user that there are items remaining in their cart. The clearer and crisper the notification, the better the chances of an increase in mobile app engagement. Try using geo-targeting to send location-based push notifications.


    Final Thoughts


    Retention and re-engagement go hand in hand when it comes to mobile app marketing and user engagement. The more personalized the experience for the user, the better the rate of conversion. Read more on mobile app marketing on AppMystery and increase the success rate of your app.


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