Push notifications double retention rates, says Kahuna report

Anne Freier

In Mobile Advertising

February 26, 2016

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According to a new report from mobile marketing automation provider, Kahuna, emails and push notifications can be successfully used to market to mobile end users. Based on results across its marketing platform, The Kahuna Mobile Marketing Index Q4 2015,  finds that push notification opt-in rates are having a direct effect on the success of a marketing campaign.
The report highlights that time-sensitive apps such as gambling, games, business and travel experience higher push notification opt-in rates. Music apps lagged far behind.
Time-sensitive apps have greater opt-in rates
kahuna
Source: kahuna.com
Opt-in rates across iOS and Android remained largely the same from 2014. Android users are being automatically opted-in, which explains why rates are almost double than those on iOS. However, Kahuna noted that Android app marketers shouldn’t get lazy. One in seven users turn off push notifications on Android devices after they install an app. Marketers need to ensure they send the right messages at the right time to keep consumers engaged.
Android automatically opts-in users
kahuna
Source: kahuna.com
Effective mobile messaging through push notifications does have a positive effect on retention rates. The first 30 days are critical. However, developers should focus on a long-term strategy and clearly define how they are going to keep their users engaged.
Retention rates are higher for effective messaging strategies
kahuna
Source: kahuna.com
That is particularly true for sports and music apps, where push notifications are having a significant effect on the customer across the 90-day lifecycle.
Retention rates push vs. non-push by industry
kahuna
Source: kahuna.com
However, advertisers are advised to level their expectations. Messaging does lead to some users opting out and occasionally even uninstalling the app. Despite these rates being fairly low, marketers should monitor their campaigns to find out what’s driving opt-outs.
But messaging can also help to re-engage users who haven’t used an app they downloaded in a while. 23% of customers are less likely to uninstall an app after receiving messages.
Some messaging can lead to opt-outs
kahuna
Source: kahuna.com
In addition, the report found that a staggering 84% of emails are now being viewed on mobile devices. When measuring Click-to-open-rates (CTOR), Kahuna noted that mobile was closing the gap to desktop by the end of last year. CTOR was almost 40 percentage points higher on Android compared to iOS devices.
CTOR rates by platform
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Source: kahuna.com
Brands should focus on building their email campaigns to adapt to smaller screens.