Apps have to be compellingly enough for consumers to engage in the first place. A good app exceeds the very best features of a brand’s mobile website. otherwise, there’s no reason to use the app — the consumer might as well open the website instead.
Unless you’re a giant social network or a mobile app that someone uses for work, there’s very little chance that your application is going to be one of the 90. The real challenge is creating an app re-engagement campaign app to bring users back to the app.
Over 90% of installs will stop using an app within 30 days. 25% of all apps are used just once before being discarded.
Re-engagement is a powerful branding and conversion optimization tool that works best as part of a broader digital strategy, including ads across all digital channels – web, email, mobile web, and in-app.
Re-engagement is an effective practice that prioritizes advertising spend on users who have been identified as more likely to convert. This is why most marketers who use their ad spend to re-engage users tend to see a higher ROI compared to most other digital channels.
Three methods of re-engagement to get your app back on the map:
Use Push Notifications
Push notifications appear on a user’s phone or tablet for all sorts of reasons. Although useful, push notifications can become annoying very fast and should therefore be used strategically. Push notifications to send a very specific reminder or incentive have the best results. To do this, brands and agencies need to track in-app activities, create segments and target accordingly.
With data segmentation, push notifications can be targeted based on other data points like app usage and buying behavior. Using data to strategically build a relationship with customers will make your app re-engagement campaign more successful by driving up app usage.
Get Social
In today’s world, social media marketing is a necessity. Facebook, Twitter and LinkedIn are huge players in the world of social media, however, adding other platforms such as Instagram, Snapchat, Pinterest and YouTube to the mix could be helpful for introducing your app to new audiences. These platforms are heavier on visuals, making them an ideal place to promote your app.
The Power of Email
You have a captive audience in your email list. Chances are, when you first released your app, you heavily promoted it via your email database. If it’s been awhile you may want to consider releasing another newsletter about your app.
For the best chances of re-engagement via email newsletter marketing, you may want to use an email tool like MailChimp that can divide your audience by interests or location. This tool can send out automated, targeted emails that may result in more app downloads.
A lot of work goes into developing a new application so be proud of your creation! If it seems to be at the end of its lifespan, don’t give up on it just yet. An app re-engagement campaign gives you one more opportunity to show off your work and connect with your audience and find new audiences, in order to generate more app downloads.