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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
HOLDING ONTO NEW USERS
IS AN ESSENTIAL PART OF YOUR
BRAND’S LONG-TERM SUCCESS.
BUT HOW DO YOU
ACCOMPLISH THAT?

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.
1/ PRIORITIZE CUSTOMER ONBOARDING

16.
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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.
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.
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.
5/ INCREASE THE EFFECTIVENESS OF YOUR OUTREACH WITH PERSONALIZATION
27%
RISE IN
CONVERSIONS

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.
Q+A

22.
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APPBOY.COM
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