Byline: Jessica Biber, Content Marketing Manager, TUNE.
App marketing used to be all about the top part of the mobile marketing funnel: acquisition.
But it turns out that’s only one part of the equation.
Even if you can get users to download your app, 13 percent of users will delete it without even opening it. Twenty-two percent of users try an app once and then delete it, and 34 percent try an app and use it only occasionally, according to the e-book “Deconstructing the Mobile Marketing Funnel.”
To win at app marketing, you need to turn those fleeting customers into long-term and high-engagement users.
Now it’s time to show you these four simple ways to make it happen:
Push notifications and in-app messages are your two greatest tools when it comes to increasing engagement and retention because they draw app users back in and push for further engagement.
The trick here is to not overdo it, and to send the right message at the right time.
Think about your own experiences with apps; when you download an app and it never prompts you to re-engage – or worse – constantly delivers messages that you have no interest in receiving, you’re likely to either forget about the app or delete it.
But when a restaurant sends you a coupon around lunchtime for your next meal, a flight app alerts you when your flight has been delayed, or a social app lets you know when you receive a message, you’re not only more likely to open the app — you’re also appreciative of it.
You can use everything about your app users to tailor more personalized messages. Simply enact audience segmentation to break your audience into smaller groups that share related characteristics.
Segment users based on device profile, including type of device (mobile phones, tablets, etc.), manufacturer, or operating system (iOS, Android, Windows, etc.). Consider segmenting by demographics, including location, gender, age, language, and whether they’re new or returning users.
You can even segment by in-app behavior, such as when users click certain ads or buttons, make purchases, complete levels in games, read articles, view screens, and more.
By having a solid grasp of which users would want to receive which messages, you can engage them at the right time and place.
Another important part of re-engagement and retention is A/B testing your in-app messaging. You can test everything from the copy, titles, images, CTAs, colors, features, and navigation flow from push notifications and in-app messages.
If you’re also enacting segmentation, you can even drill down to which specific segments respond to which A/B tests. For example, you could A/B test two different kinds of special offers to an audience segment who has been away from your app for 30+ days.
From there, you could launch the better performing option to all of your app users, using the smaller segment as a gauge for what will resonate with the bigger audience.
The top key performance indicators for this stage of the funnel are things like app opens and interactions, event completions through remarketing and retargeting campaigns, days active since last click or open, and the length of in-app sessions.
By measuring each of them, you’ll stand a greater chance of knowing which messages drive higher user engagement, making both your app and its users more valuable each time.
By carefully crafting messages that offer true value to your users, you increase the likelihood of keeping them engaged with your app.
While users who don’t return to your app (or worse, delete it) aren’t what you’re aiming for, they’re actually giving you powerful cues as to where you need to tailor your messaging.
Take their indifference as a tool to put together better campaigns, messages, and reasons for users to return to your app.
Want more tips about engagement, and even discovery and conversion? Download the e-book, “Deconstructing the Mobile Marketing Funnel,” complements of the leader in mobile marketing campaign management and analytics, TUNE.
About the author:
Jessica Biber is a Content Marketing Manager at TUNE, where she helps make app marketers more awesome through guides, e-books, webinars, and articles. Prior to TUNE, she coordinated communications for a digital ad agency in New York City. In her spare time, contributes to The Huffington Post and enjoys traveling, hosting friends and family, and exploring her current home in Seattle, Washington.