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5 Engagement Marketing Tips to Beat Today’s App Retention Odds

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Get the details on current app retention trends and learn best practices for retaining more of your app users right from the start.

Published in: Marketing
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5 Engagement Marketing Tips to Beat Today’s App Retention Odds

  1. 1. 5 ENGAGEMENT MARKETING TRICKS TO BEAT TODAY’S SOUL-CRUSHING APP RETENTION ODDS TODD GRENNAN, SENIOR CONTENT PRODUCER JESSE TAO, SENIOR MANAGER BUSINESS INTELLIGENCE SEPTEMBER 14, 2016 / 2:00PM ET
  2. 2. WHY RETENTION IS IMPORTANT 70% of companies say it’s cheaper to retain a customer than acquire one 5X more expensive to acquire a new customer than to retain one 125% increase in profits from a 5% increase in retention HTTP://OURSOCIALTIMES.COM/FORRESTER
  3. 3. CLASSIC Looks at users that return 
 on a specific day RANGE Looks at users that return at any time during a range of time ROLLING Looks at users that return at 
 any time after a specific day CLASSIC RETENTION RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 45 90 THREE POPULAR WAYS TO CALCULATE RETENTION
  4. 4. MON TUE WED THU FRI SAT SUN 1 10 2 3 3 2 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 38 29 30 DAY-N RETENTION EXAMPLE DAY 1 RETENTION 3 10 DAY 2 RETENTION 2 10
  5. 5. CLASSIC Looks at users that return 
 on a specific day RANGE Looks at users that return at any time during a range of time ROLLING Looks at users that return at 
 any time after a specific day CLASSIC RETENTION RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 45 90 THREE POPULAR WAYS TO CALCULATE RETENTION
  6. 6. RANGE RETENTION EXAMPLE MON TUE WED THU FRI SAT SUN 1 10 2 10 3 10 4 10 5 10 6 6 7 8 5 9 10 11 12 13 4 14 15 16 17 18 19 20 21 3 22 23 24 25 26 27 38 29 30 WEEK 1 RETENTION 5+4 10 WEEK 2 RETENTION 3 10
  7. 7. CLASSIC Looks at users that return 
 on a specific day RANGE Looks at users that return at any time during a range of time ROLLING Looks at users that return at 
 any time after a specific day CLASSIC RETENTION RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 45 90 THREE POPULAR WAYS TO CALCULATE RETENTION
  8. 8. ROLLING RETENTION EXAMPLE MON TUE WED THU FRI SAT SUN 1 10 2 3 4 5 6 7 1 8 9 10 1 11 12 13 14 15 1 16 1 17 18 19 20 21 22 23 24 25 26 27 38 29 30 DAY 7 RETENTION 1+1+1 10 DAY 14 RETENTION 1 10
  9. 9. WHAT DOES YOUR 
 DATA LOOK LIKE? WHAT IS YOUR 
 BUSINESS MODEL 
 AND OBJECTIVES? WHEN DO YOU 
 START MEASURING? WHAT IS YOUR 
 ACTIVITY METRIC? HOW LONG DO YOU 
 WANT TO TRACK RETENTION FOR? THINGS TO CONSIDER WHEN SELECTING A RETENTION METHODOLOGY
  10. 10. CLASSIC RETENTION / OVERALL RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 45 60 90 Fewer than 1 in 4 users will return to the app the next day Users are more likely to come back to the app the day of the week they first engaged with the app 1 2 1 2 OUR NUMBERS - OVERALL
  11. 11. CLASSIC RETENTION / BY PLATFORM RETENTIONRATE 0% 5% 10% 15% 20% 25% DAY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 45 60 90 Android iOS 1 2 OUR NUMBERS - PLATFORM Retention rates are higher on Android than iOS Reversal in long term is a new trend that emerged in 2016Q1 1 2
  12. 12. CLASSIC RETENTION / SELECT VERTICALS RETENTIONRATE 0% 10% 20% 30% 40% DAY 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 45 60 90 Gaming Travel + Transportaiton Education 1 2 3 3 OUR NUMBERS - VERTICAL Gaming apps have the highest retention rates Travel + Transportation apps have pronounced day of week upticks 1 2 Education has the lowest retention rates
  13. 13. HOLDING ONTO NEW USERS 
 IS AN ESSENTIAL PART OF YOUR BRAND’S LONG-TERM SUCCESS. BUT HOW DO YOU 
 ACCOMPLISH THAT?
  14. 14. TO HOLD ONTO YOUR NEW CUSTOMERS, make sure you’re taking advantage of user data and today’s digital messaging tools to reach, engage, and build sustainable long-term relationships with your audience. RETENTION DOESN’T JUST HAPPEN
  15. 15. 1/ PRIORITIZE CUSTOMER ONBOARDING
  16. 16. FiberMonk 5m ago You’re almost there! Add a credit card to your FiberMonk account and get 15% off your first order! 2/ USE PUSH NOTIFICATIONS TO REACH CUSTOMERS WHO DON’T FINISH ONBOARDING 50% RISE IN NEXT DAY 
 RETENTION 71% RISE IN 
 TWO-MONTH 
 RETENTION
  17. 17. StyleRyde Sara — The ryde you scheduled has now 2m slide to StyleRyde Sara — The ryde you scheduled has now 2m slide to StyleRyde Sara — The ryde you scheduled has now 2m slide to PUSH NOTIFICATIONS IN-APP MESSAGES NEWS FEED 3/ SUPPLEMENT PUSH NOTIFICATIONS WITH OTHER MESSAGING CHANNELS 80% RISE IN NEXT DAY 
 RETENTION 131% RISE IN 
 TWO-MONTH 
 RETENTION
  18. 18. PUSH E-MAIL IN-APP MESSAGES NEWS FEED WEARABLES PEAK ENGAGEMENT USERS MORNING MIDDAY EVENING PAUL RACHEL 4/ BOOST ENGAGEMENT WITH MESSAGES YOU SEND USING SEND-TIME OPTIMIZATION 25%RISE IN USER 
 ENGAGEMENT
  19. 19. 5/ INCREASE THE EFFECTIVENESS OF YOUR OUTREACH WITH PERSONALIZATION 27% RISE IN 
 CONVERSIONS
  20. 20. 1/ PRIORITIZE CUSTOMER ONBOARDING 2/ USE PUSH NOTIFICATIONS WHO DON’T FINISH ONBOARDING 3/ SUPPLEMENT PUSH NOTIFICATIONS WITH OTHER MESSAGING CHANNELS 4/ BOOST ENGAGEMENT WITH THE MESSAGES YOU SEND USING SEND-TIME OPTIMIZATION 5/ INCREASE THE EFFECTIVENESS OF YOUR OUTREACH WITH PERSONALIZATION KEY TAKEAWAYS
  21. 21. Q+A
  22. 22. Formed to solve the unique challenges of today's mobile economy, Appboy is an intelligent customer relationship suite for mobile-first marketers. Our technology empowers brands to build better relationships with their customers through mobile and other digital marketing channels. Built around holistic profiles that offer a single view of the customer, Appboy's robust audience segmentation and advanced multichannel messaging system allow brands to create and automate highly personalized lifecycle marketing campaigns in every relevant channel -- from push, in-app, and web to email, wearables, and emerging technologies. Thousands of global marketers worldwide use Appboy to connect with over 420 million active users, with 85 billion real-time events and 2 billion messages processed through our platform each month. Appboy helps brands like Domino's, iHeartMedia, Capital One, Jet, Opera, Microsoft and SoundCloud to better engage, retain, and monetize their customers. Appboy is venture backed with over 120 employees with offices in New York, San Francisco, and London. 
 Learn more at Appboy.com. APPBOY.COM HELLO@APPBOY.COM

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