Push Notifications to Ensure Better Mobile App User Retentions

access_time October 16, 2019
by   TechmavenitAdmin
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User retention is a big challenge facing app developers, as the retention level diminishes with the passage of time, denting the monetization efforts of app developers. Studies reveal that the average retention rate is 21% on day one, 7.5% by day 30 and only 1.89 % by day 90, effectively hurting financial margins and pushing up the user acquisition cost. Most mobile experts agree that in the world of apps, retention is the most important measurement today to gauge just how valuable your app is in the eyes of your users. However, a low retention rate does not necessarily mean that all app users have gone for good; they are but an indication that something has gone wrong. The starling fact is that the majority of the dormant users does not uninstall the app but would readily use it again if encouraged to do so with a personalized push notification. Only 23% of first time users uninstall apps within the first week whereas 68% of users are merely dormant in the first week. Push notifications then have come to be recognized as one of the most effective methods to re – engage these 68% dormant app users and can effectively increase retention rates by over 20%.

Push notifications – effective marketing tool

Push notifications are by far one of the most powerful forms of marketing that you can use to re energize your dormant users and make them your valuable customers. They allow you to reach out to your users wherever they are, to engage them with your app and lead them to the right offer. On average, push notifications are two times more effective than email campaigns Push notifications lead to more sales Many app developers presently are reluctant to send push notifications fearing that it may seriously hamper the app popularity and diminish its use. Surveys have shown that push notifications do not drive users to uninstall the apps as some think, but on the other hand, more than 50% of people, that sign up for push notifications do it in order to gain access to special or exclusive offers and are serious about making purchases. Research by Localytics has shown that of the people who open push notifications, 54% convert from segmented push compared to only 15% for broadcast messages. In fact, push increases retention and can save mobile teams significant monetary spend. Sending Personalized Push notifications One word of caution here regarding sending push notification is that it should embrace a personalized approach. Mass – produced, generic push notifications are no more effective and should be replaced with personalized push notifications. As generic and mass – produced email messages have been replaced with personalized messages to drive engagement, so too personalized push notifications are vital for better user engagement. While push notifications help retain users, sending them personalized push notifications will help seal the deal. Personalization can be effected in several ways, but the best ways to go about would be to include the user’s name in the push notification and customizing it with a specific event like a shopping cart item. A customer may want to be alerted whenever a new dress collection is released, but not everyone wants to be messaged about shoes. Choosing a specific time to send notifications as when users are likely to be less engaged would also form part of personalization efforts and elicit a more favorable response from users. With a judicious use of personalized push notifications, app developers can hope to gain wider market share, ensure increasing number of devoted customers and guarantee the commercial success for their apps.  

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