Around 4 billion connected mobile devices. About 178 billion annual app downloads. These were the numbers as of 2017 and it’s likely to have grown since then. How do you get even a small fraction of those impressions for your business? The answer is app retention.
Your mobile marketing strategy should have three components: acquisition, engagement, and retention. Many marketers used to think that their job was done once a consumer downloaded the brand’s app. This is not the case. In fact, most users delete or forget the application within the first month of installment.
Effectively engaging the consumer is complicated and involved. It makes sense when you look at it from the user’s perspective – why would they want to spend time or money on a company that doesn’t value them as a customer? Reaching out to users to offer promotions or other valuable content through push notifications is a good way to engage with your consumer.
Once you’ve mastered your acquisition and engagement plans, you have to find a way to keep the traffic you worked so hard to reach. This is a subject that most marketers struggle with. Therefore, developing a plan to retain your mobile app users gives you an advantage over the competition, leading to increased conversions and brand loyalty. So what exactly is app retention? It is a cycle of creating a personal connection with a mobile app user, cultivating your dedication to their needs, and maintaining a positive relationship. This process is strangely similar to dating and getting engaged. Check out the infographic below from CleverTap to see how app retention is like developing a romantic relationship.
Retaining a mobile app user is analogous with getting engaged. This means that your business has to work to attract the consumer, or significant other. They won’t fall in love with a brand that is ambivalent toward them. Your app’s interface and value proposition impress the user on your “first date.” You stand out AND offer to pay – so far so good.
Continue to court your consumer with intermittent, personalized messages. They know a pick-up line when they see one. Send a genuine, unique message to build your brand’s reputation. Nurture your relationship by using push notifications to notify them of things they might be interested in. Be wary of time and place. Finally, after you’ve made some memories and established a strong, positive relationship, it’s time to pop the question. Congrats! There is about a 60-70% chance that they will convert!