How to retain and re-engage app users throughout and after the Holiday season

Anne Freier

In Mobile Advertising. November 29, 2017

With the Holiday season almost here, mobile advertisers are looking to maximize their reach and app marketers are getting ready to boost their download rates. Indeed, app downloads and installs see a 150% increase during the Holidays, but that’s only part of the story, as retention and re-engagement tactics are vital in ensuring users continue to use an app after the shine of December has worn off.
Now, AppLift, the app advertising company, has published a new eBook (Retention & Re-engagement: a guide to winning back your customers this Holiday Season) that offers some advice on how to boost user acquisition and retention during and after the Holiday period.
Retention matters because installs aren’t a true reflection of app success. Indeed, one out of four apps installed on a mobile device are never used, whilst 23% of users simply abandon an app after install. Instead, engagement and returning app usage are what deem an app successful.

Retention can have a strong impact on ROI. According to research by Brain & Company, and Earl Sasser of the Harvard Business School, boosting retention by just 5% can increase profits by 25-95%.
App advertisers tend to pay six times more to acquire new users than re-engage existing ones and it can take up to five interactions to entice a user to become a consumer.
Citing Localytics research, the report says that there is a 60% likelihood that users who do not return to an app within 7 days, will never return.

So what are some of the suggested re-engagement tactics?

  1. Deep Linking
  2. Push notifications
  3. Email
  4. Incentives and Rewards
  5. Retargeting

Retargeting can produce three times more sessions on the dollar than traditional user acquisition techniques. It also drives a 48% higher click-through rate and retargeted dormant users are 173% more likely to spend again.
However, there are some common pitfalls, app advertisers should avoid, including bombarding users with too many ads, a lack of optimization of ads, not segmenting an audience efficiently and having too many retargeting partners.
Check out the full report for more insights and tips on how to retain and re-engage app users this Holiday season.