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Mobile App Marketing : 6 Best Retention Channels

mobile app marketing - 6 best retention channels

There are 6 channels you can use to communicate to the users of your app.

1.Web Push Notifications

What is a Web Push Notification?

Web Push notifications are clickable pop-up messages that appear on your users’ browsers no matter what device or browser they use. As long as the users are online or have their browsers opened on their devices, they can receive the messages. It is one of three types of notifications with Desktop and Mobile App push notifications.

It is important to note that before push notifications can start the user has to opt in first.

A survey from Accengage shows that an average Web op-in rate to push notifications is around 12 %

It is a powerful delivery tool but like all of them relies on your ability to combine multiple data sources such as Device Data, Profile Date, Preferences, Behavioral Data and External data to segment accurately and target the right audience.

2.Mobile App Push Notifications

Mobile App push notifications differ from Web push notifications in that they are triggered by an application installed on your mobile device.
 
They appear either on your mobile device home screen or lock screen.
 
The app does not need to be open, simply to be installed on your mobile device.
 

According to Localytics, the benefits of Mobile App Push Notifications are :

  • Increase user engagement with your app by up to 88%.
  • 65% of users with push notification enabled return to your app within 60 days. Only 19% of users who don’t do.
  • 50% of users opt in to push notifications, and say they find them useful.

During the activation phase, the majority of these notifications are used within the App and are called In-App Notifications

3.In-App Notifications

In-App Notifications are a form of push notification but within the app and when the app is active.

They also help engage your users by sending them targeted, contextual messages that encourage them to use key app features.

What are the benefits of using in-app Notification?

4X increase in conversion

This applies to in-app messages that appear in response to a user action.

27% increase in app launches

This means your users are more likely to open your app again if you’re communicating through in-app.

Improved mobile UX

For actions like social sharing or entering information, an in-app message lets users accomplish something, and get right back to what they were doing.

Customization

These messages can be customized in many ways from the visual, its size or the number of action buttons you want to include.

Targeting

Messages can also be targeted at certain audiences based on their behavior, language, or engagement level.

For this, contextual triggers are used so that messages only appear when triggered by certain events, ensuring that the messages stay relevant and contextual for your users.

For a deeper read on Push notifications in general, I would recommend this article by VWO.

4.The message center

The message center resides within the app.

Contrary to push notification and in-app messaging, it is a passive channel inside your app and offers a user a way to see past notifications if your user is interested.

It’s a great way to deliver messages that don’t require immediate action and that might be most useful when a user is already in your app.

Considering its passiveness and how quickly users abandon apps, , it is usually not the channel of choice to activate users.

5.Email

A series of “how-to emails” commonly called an Email Onboarding flow is one you might want to consider setting up for users when they first install your app.

I have a dedicated chapter to Onboarding strategy in this article if you are interested.

6.Website & Social Media

Video Tutorials either placed on your website on social media platforms like YouTube are a great way to further explain more features of an App to users.

This is especially handy for more complex functionality that might be difficult to explain with coaching screens or illustrations.

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About Gilles Argivier

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He is an International marketing expert and visionary entrepreneur.

For over 20 years, he has been entrusted by world class organizations as a driver of top and bottom line growth through transformational business development, brand’s sustainable strategy, product innovation and powerful online customer centric experiences

He owns and operates his marketing consultancy firm out of the US.

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