5 engagement marketing tips to beat today’s app retention odds
TRANSCRIPT
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
WHY RETENTION IS IMPORTANT
70%of companies say it’s cheaper to
retain a customer than acquire one
5Xmore expensive to acquire a new
customer than to retain one
125%increase in profits from a 5% increase
in retention
HTTP://OURSOCIALTIMES.COM/FORRESTER
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
RE
TEN
TIO
N R
ATE
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
MON TUE WED THU FRI SAT SUN
1
102
33
24 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 RETENTION310
DAY 2 RETENTION210
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
RE
TEN
TIO
N R
ATE
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
RANGE RETENTION EXAMPLE
MON TUE WED THU FRI SAT SUN
1
102
103
104
105
106
67
8
59 10 11 12 13
414
15 16 17 18 19 20 21
3
22 23 24 25 26 27 38
29 30
WEEK 1 RETENTION5+4
10
WEEK 2 RETENTION310
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
RE
TEN
TIO
N R
ATE
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
ROLLING RETENTION EXAMPLE
MON TUE WED THU FRI SAT SUN
1
102 3 4 5 6 7
1
8 9 10
1 11 12 13 14
15
116
117 18 19 20 21
22 23 24 25 26 27 38
29 30
DAY 7 RETENTION1+1+1
10
DAY 14 RETENTION110
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
CLASSIC RETENTION / OVERALL
RE
TEN
TIO
N R
ATE
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
CLASSIC RETENTION / BY PLATFORM
RE
TEN
TIO
N R
ATE
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
AndroidiOS
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
CLASSIC RETENTION / SELECT VERTICALS
RE
TEN
TIO
N R
ATE
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
GamingTravel + TransportaitonEducation
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
HOLDING ONTO NEW USERS IS AN ESSENTIAL PART OF YOUR BRAND’S LONG-TERM SUCCESS. BUT HOW DO YOU ACCOMPLISH THAT?
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
1/ PRIORITIZE CUSTOMER ONBOARDING
FiberMonk 5m ago
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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
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
P U S H
E - M A I L
I N - A P P
M E S S AG E S
N E W S
F E E D
W E A R A B L E S
P E A K E N G AG E M E N T
U S E R SM O R N I N G M I D DAY E V E N I N G
PA U L
R AC H E L
4/ BOOST ENGAGEMENT WITH MESSAGES YOU SEND USING SEND-TIME OPTIMIZATION
25%RISE IN USER
ENGAGEMENT
5/ INCREASE THE EFFECTIVENESS OF YOUR OUTREACH WITH PERSONALIZATION
27%RISE IN
CONVERSIONS
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
Q+A
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