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1、BENCHMARKS REPORT:How Push Notifications Impact Retail App Retention RatesAnalysis of Data from 63 Million New App Users Reveals How Push Notification Opt-In Rates&Frequency Influence Mobile App RetentionEXECUTIVE SUMMARYIn this study,we wanted to answer the question:how do push notifications impact
2、 app retention rates?To get at the answer,we looked at the behavior of 63 million app users.We tracked how many push notifications they received in the 90 days after their first open,and compared that to app retention rates during those same 90 days.(More on report Methodology.)IN THE FIRST STUDY TO
3、 CORRELATE MESSAGE FREQUENCY TO USER RETENTION,AIRSHIP FOUND:While many mobile pros worry about over-messaging app users,their real worry should be under-messaging app users Users who received Daily+notifications had the highest retention rates across all vertical and platforms.More than one-quarter
4、 of opt-in users never receive a push notification.App users who receive one or more notifications in their first 90-days have an average retention rate thats nearly 3x higher than users who receive no push notifications.Sending even one push notification has a significant impact on app retention ra
5、tes.95%of opt-in users who dont receive a push notification in the first 90 days will churn That means that app publishers are essentially wasting$.95 cents of every dollar spent to acquire coveted opt-in app users.Overall,more frequent push notifications increase app retention rates and the more fr
6、equent (while staying relevant!),the better Users receiving Daily+push notifications had 820%higher app retention rates than users who received Zero push notifications.Users receiving Weekly push notifications had 440%higher app retention rates than users who received Zero push notifications.Users r
7、eceiving One push notification had 120%higher app retention rates than users who received Zero push notifications.WE ALSO SLICED THE DATA BY KEY VERTICALS AND FOUND:Retail Retention Highlights The ideal push notification send frequency for Retail apps is Weekly,Daily or Daily+.Users receiving Weekly
8、 push notifications have 2-5x higher app retention rates than users who receive no push notifications.Users receiving Daily+push notifications have 3-6x higher app retention rates than users who receive no push notifications.NOT ALL USER CHURN CAN BE ADDRESSED WITH PUSH NOTIFICATIONS.USERS WHO HAVE
9、OPTED OUT OF PUSH NOTIFICATIONS CANT BE ENGAGED THROUGH THAT CHANNEL.Even at optimal notification frequency levels,54%of app users will churn in the first 90 days after opening an app To address this segment,its critical to be able to detect signals app users are sending that theyre likely to churn.
10、Airship now has a solution that“listens”for you through machine learning.It analyzes user patterns for each app,then assigns them a churn risk level,giving app publishers the chance to take action before a user is gone.CONTENTS5 GLOSSARY OF TERMS7 HOW PUSH NOTIFICATION OPT-IN RATES IMPACT APP RETENT
11、ION RATES9 HOW PUSH NOTIFICATION SEND FREQUENCY IMPACTS APP RETENTION RATES14 A DEEPER DIVE:BENCHMARKS FOR THE RETAIL VERTICAL23 RECOMMENDATIONS:GETTING DOWN TO WORK28 TAKE GREATER CONTROL:PREDICTIVE CHURN ANALYTICS CAN HELP31 RESOURCES TO HELP GET USERS HOOKED ON YOUR APP34 METHODOLOGY35 EXPLORE TH
12、E FULL SUITE OF MOBILE GROWTH DRIVERS36 ABOUT URBAN AIRSHIPAPP RETENTION:“App retention”or“app retention rates”is when a user continues to open an app(at least one time)during the 90 days after their first app open.CHURN:Churn includes both“hard churn”user uninstalled the app and“soft churn”a user w
13、ho no longer opens the app during the defined period.FREQUENCY COHORTSWithin the first 90 days of app usage:Zero Push Notifications Sent:User received no push notifications One Push Notification Sent:User received one push notification 2x Monthly Push Notifications Sent:User received approximately t
14、wo push notifications per month Weekly Push Notifications Sent:User received approximately one push notification per week Daily Push Notifications Sent:User received approximately one push notification each day Daily+Push Notifications Sent:User received multiple push notifications per dayOPT-IN APP
15、 USERS:Opt-in app users are those who have agreed to receive push notifications from an app.On iOS,users receive a permissions dialogue usually on first open prompting them to choose whether they want to allow push notifications.On Android,users are opted in to receive push notifications from apps b
16、y default.GLOSSARY OF TERMSOPT-OUT APP USERS:Opt-out app users are those who have declined to receive push notifications from an app when asked,or have taken steps to opt out of an apps push notifications through app or system-level settings.PUSH NOTIFICATIONS:A push notification is a message that p
17、ops up on a mobile device.Push notifications can be simple text-based messages,but can also include rich media like images and videos.They only reach users who are opted in to receive them.Push notifications can be targeted to segments of your user base,and personalized for specific app users.For mo
18、re,see our cheat sheet,Push Notifications Explained.PREDICTIVE CHURN ANALYTICS:Predictive Churn Analytics is a proprietary machine learning model to help app owners determine which of their users are likely to churn.Airship offers Predictive Churn through our Performance Analytics and Real-Time Data
19、 Streaming Solutions.PLATFORMS:Android iOSHow Push Notification Opt-In Rates Impact App Retention RatesGET DATA TO ANSWER:How many app users opt in to receive push notifications?Do opt-in rates vary by mobile platform?PUSH NOTIFICATION OPT-IN RATES:ANDROID VS.iOSApp owners can only communicate with
20、app users via push notifications if users are willing to receive them.In other words,the more users who opt in,the better.Of the 63 million new app users we analyzed for this report,85%of Android users and 50%of iOS users were opted in to receive notifications.These opt-in rates are roughly consiste
21、nt with findings from many analyses over the past three years,though iOS rates are seeing small increases year-over-year,and slightly more Android users seem to be taking steps to opt out of the automatic permission apps receive.Overall Opt-in Rates for New App Users in This Analysis:KEY TAKEAWAY:Ge
22、tting users to opt in is a critical step in app onboarding.If a user doesnt opt in or opts out you lose the chance to engage them with push notifications.Our top resources for getting the opt in are listed in this blog post.85%50%How Push Notification Opt-In Rates Impact App Retention RatesIN THIS S
23、ECTION,GET DATA TO QUESTIONS LIKE:Does sending push notifications increase retention?Does sending too many push notifications cause users to churn?Is there a relationship between the frequency of push notifications and app retention rates?PUSH NOTIFICATION FREQUENCY IMPACTON APP RETENTION RATESFor n
24、ew app users in the first 90 days,our data shows more frequent push notifications are correlated to better app retention rates.App users who receive any push notifications in the 90 days after their first app open have nearly 3x(190%)higher retention rates than those who do not.KEY TAKEAWAY:Relevant
25、,timely and frequent notifications help engage and retain users.To send at a Daily or Daily+level of messaging and get the increased app retention benefit brands are automating and personalizing push notifications.Overall 90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications
26、 to Higher Messaging Frequencies95%OF UNADDRESSED NEW USERS CHURN WITHIN 90 DAYSWithin 90 days after first app open,95%of opt-in users in our study who didnt receive any push notifications churned that is,they deleted or stopped using the app.Meaning,app publishers who dont send push notifications a
27、re effectively wasting$.95 cents of every dollar spent acquiring new users.KEY TAKEAWAY:When brands dont send a push notification of any kind to new users,theyre wasting user acquisition investments and ignoring an important and direct channel to engage users who have opted in.Theres also a signific
28、ant opportunity cost:any revenue that could have been generated from actively engaged users is lost.Retention Rates for Non-Messaged Users (iOS and Android)A SIGNIFICANT NUMBER OF OPT-IN USERS DONOT RECEIVE ANY PUSH NOTIFICATIONSOur data shows more than one-quarter(27%)of opt-in users dont receive a
29、ny push notifications in their first 90-days of using an app.In fact,for Android users,the Zero frequency cohort was the largest frequency cohort both in our overall data analysis,as well as in every vertical we analyzed.On iOS,Zero frequency was the second largest cohort overall.KEY TAKEAWAY:App us
30、ers who receive any push notifications in their first 90-days have a 3x higher app retention rate when compared to those who received no push notifications.Building a messaging strategy for app users doesnt have to be hard and it pays dividends.Tools and templates exist to help you build a content p
31、lan that converts occasional users into your most loyal fans.30%received zero push notifications13%received only one push notification15%received zero push notifications17%received only one push notificationPush Notifications Sent in the First 90 Days After First App OpenCOMPARING PUSH NOTIFICATION
32、FREQUENCY COHORTSMoving from sending zero push notifications to sending weekly push notifications results in a significant app retention rate increase on Android(6x),and a more modest doubling increase on iOS.Increasing send frequency to Daily+creates an even greater retention rate boost of 10 x on
33、Android and 3x on iOS.KEY TAKEAWAY:Weekly notifications should be a reasonable goal for any app in terms of push notification send frequency.In fact,by monitoring user lifecycle signals(new install,app opens,completed registration,completed in-app purchase,app upgrades,etc.)most apps could achieve a
34、utomated,triggered weekly push notifications virtually overnight.Beyond transactional push notifications,brands need a cohesive strategy for creating the right cadence of relevant and timely push notifications that meet app engagement goals.See our blog post 5 Things the Best Mobile Notifications Ha
35、ve in Common for more insights on creating push notifications your users will welcome.Moving from Sending Zero Push Notifications to Sending Weekly Push Notifications 2x app retention 6x app retention Moving from Sending Zero Push Notifications to Sending Daily+Push Notifications 3x app retention 10
36、 x app retentionA Deeper Dive:Benchmarks for Four Key VerticalsWeve provided benchmarks for apps in four key verticals Retail,Media,Utility&Productivity and Sports&Recreation.Lets look at what analysis of their messaging and retention patterns revealed.The Retail apps category with 19,736,469 users
37、encompasses 210 apps including:online and brick-and-mortar brands,fashion/apparel(department or mall stores),specialty stores,grocery stores,discount/deal/samples/flash sale,big box/warehouse stores,and luxury retailer apps.Data and assertions made in this section are specific to analysis of the Ret
38、ail users outlined above.RETAILR E T A I Ln=11,798,654 PUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:ANDROIDRetail:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on AndroidR E T A I LA closer look at the impact on retention
39、of frequency rates over time on both iOS and Android for the Retail vertical is broken out by platform.PUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:iOSRetail:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on iOSn=7,937,815R
40、 E T A I LRETAIL OPT-IN RATES ARE GENERALLY HIGHERWith an opt-in rate thats just shy of the overall average for iOS,and the absolute highest among Android verticals(92%),Retail apps have an addressable advantage.Average Opt-In Rate:92%49%75%Overall*weighted by audience sizeR E T A I LRETAIL OPT-IN U
41、SERS HAVE SIGNIFICANTLY HIGHERAPP RETENTION RATES THAN OPT-OUT USERSRetail apps see opt-in users retained longer than opt-out audiences some of the biggest gains for any vertical.That said,Retail opt-out users have better 90-day retention rates than opt-in users who receive no messages 50%higher on
42、Android and 36%higher on iOS.Opt-in users have app retention rates 40%longer than opt-out usersOpt-in users have app retention rates 90%longer than opt-out usersUser RetentionR E T A I LRETAIL APP USERS RECEIVING ANY NOTIFICATIONS ARERETAINED 110%MORE ON AVERAGE THAN THOSE WHO DONTRetailers appear t
43、o know the value of messaging their audience:this vertical had the lowest percentage of app users who received Zero push notifications 21%for Android and 9%for iOS.212%110%Increase in App Retention Rate When Messaged At All Over the First 90 DaysR E T A I LINCREASING PUSH NOTIFICATION FREQUENCY HAS
44、A SIGNIFICANT RELATIONSHIP WITH APP RETENTIONRATES FOR RETAILERSOn both Android and iOS,there are benefits of increasing push notification send frequency.Analysis of 90-day retention levels point specifically to Weekly,Daily or Daily+as good messaging frequencies.The retention rate for the Daily+coh
45、ort is a 257%increase over the Zero cohort on iOS,and a 533%increase over the Zero cohort for Android.50%38%90-day Retention Rates For Users Receiving Daily+NotificationsR E T A I LKEY TAKEAWAYS FROM THE RETAIL VERTICAL Retail customers have many channels to learn about brands.Reward the loyalty of
46、opt-ins with messages targeted to behaviors shown in-app,or data from other channels.(See Recommendations section.)Getting the opt-in is truly critical to better retention,especially for Retail apps.But,while the opt-in is critical to app use longevity,notifications must be used to have an impact.Th
47、ere is plenty of opportunity to increase retention with even a single relevant push notification.And sending relevant Weekly,Daily or Daily+notifications significantly improves retention for both Android and iOS users overall as well.Daily+notifications generated a 50%retention rate for iOS(a 257%in
48、crease over Zero)and 38%retention rate for Android(a 533%increase over Zero)at 90 days.Daily+notifications has the highest 90-day retention rate,but it must be carefully managed a mix of transactional,automated and campaign messaging will yield the best results.A carefully devised and implemented st
49、rategy based on user preferences,behaviors and transactional updates can reap big rewards.(See Recommendations section.)To extend the longevity of notification strategies,consider adding an in-app Message Center.According to our data,medium-performing iOS apps(the 50th percentile)achieve 8x greater
50、Message Center read rates than direct taps on a notification.When looking at retail apps alone,data showed customers read nearly half of all message center messages.Ensure users have a location to see your messaging at their convenience.RECOMMENDATIONSWeve provided a lot of data,and plenty of useful
51、 insights.What actions can you take to keep users engaged and reduce their likelihood of churning?Focus on the app purpose and user goals.Every business and type of app serve a different purpose,requiring mobile engagement strategies that carefully consider the intersection of brand goals and users
52、goals.Ways to add value include:personalized&targeted content,specific offers,reminders,educational content,automation based on in-app behaviors and other in-the-moment activities across other channels.Some engagement challenges like the Zero-send users can be solved virtually overnight with simple
53、automation rules and lifecycle triggers for a welcome message or series.Increasing message frequency often involves more thoughtful segmentation and automation rules,using cross-channel and in-app data to reach people at the right moment with the right message.(We can help with that.)Message users f
54、rom day one:highlight benefits or features of your app in a welcome message upon first app open.The Redbox apps welcome campaign combined notifications with its Message Center(or in-app inbox)and real-time marketing automation to realize 33%higher open rates and 300%greater redemption than its typic
55、al freebie promotions.Build in habit from the start.Is there a weekly offer or a specific day new content or products are released?Even reminders users can opt in to providing utility for the user give them a repeatable reason to re-engage.Provide a reason to authenticate and capture a secondary cha
56、nnel(such as email)to allow for retargeting and omnichannel engagement.APP MESSAGING STRATEGY:Retention starts with getting the opt-in,and that dovetails with having a clear value proposition for your app at the start.Demonstrate value at first app open.Prepare for churn early by finding out more ab
57、out user interests to allowing for both a better app experience,but also for better retargeting down the line.Educate app users about the benefits of opting in to push notifications.It doesnt have to be done in the app.Any channel(email,print,web,social)where the mobile app value is highlighted will
58、 work.Dont give up on opted-out users!Opt-ins can always be earned.Use in-app messaging to target users with a new ask when a high-value action for the user has just been completed(e.g.immediately post-purchase,ask if they want to stay up to date on shipping by opting in to notifications).Message Ce
59、nters reach the entire app audience,and are easy to implement.In high-performing apps,opt-out users read 25%of all Message Center messages.Looking for a little more help?Airship has the best mobile strategists in the business.They do everything from consulting on a particular challenge youre facing,
60、to helping concept your mobile growth strategy and team structure.But dont just take our word for it some of the biggest global brands are happy to chat about the value they provide.Request a consultation with our Strategic Services team today.GETTING THE OPT INENGAGING NOTIFICATION CONTENT First,ha
61、ve a plan for content from the value of each notification,to the message type to the action requested to ensure ensure user value is provided with each attempt at engagement.(Our Mobile Content Plan Template provides a great framework.)Make notifications stand out with rich media(image,GIF or even v
62、ideo).Our analysis of nearly five million notifications showed that big picture notifications see a 56%higher direct open rate on average than notifications without images.(Get more detail in our Rich Notifications Inspiration Guide.)Create engaging notifications with interactive buttons encouraging
63、 user action.Airship offers 30+button pairs OOTB,not to mention emojis.If you dont already have an Airship account to send notifications,sign up to get going today.(More ideas can be found in our Interactive Notifications Inspiration Guide.)Ensure you leave time to design and test compelling inactiv
64、ity messaging based on value to the user.Consider timing it with the launch of new features,seasonal content,new offers,etc.to re-engage the lapsed user and demonstrate the utility that builds habit.Provide an exclusive offer to entice users back into your app.Let users know when products or service
65、s theyve shown interest in are on sale.Use your knowledge of what the user has previously engaged with to trigger their return.Promote new app features they might like,based on past behavior or feedback theyve shared.Let them know about what has been added since their last visit that makes the app m
66、ore useful for them.Use deep links to send users to specific app screens that support your message and drive their interest.Share special content:for example,a sports app can provide an exclusive guide to building the perfect bracket,available only through the app.Increase click-through rates with i
67、nteractive buttons in your push notifications,together with rich notifications that support photos,videos,GIFs and even audio.Avoid needy or empty messages such as“we have missed you”as they dont drive action to get users back in the app.Need a better way to organize and map your notification conten
68、t?Writing for mobile can be hard,as can balancing the types and frequency of messages sent.Our Mobile Content Plan template can help you ensure the efficacy and variety of your messaging by writing,organizing and cataloging it better.EFFECTIVE MESSAGING:BEST PRACTICESTAKE GREATER CONTROLPredictive C
69、hurn Can HelpSTOP APP USER CHURN BEFORE IT HAPPENSYouve taken in all the recommendations and implemented many but what about the 50+%of users who are still likely to churn?What can you do to reach them?Our data science team researched this common challenge and developed one of the first machine-lear
70、ning models to predict churn risk.We call it Predictive Churn.Simply put,Predictive Churn is a machine learning model to assess a users risk of churning,allowing brands to take preemptive action to keep at-risk users.It analyzes user patterns for each app to assess a users likelihood to churn before
71、 they do so.The model also fuels look-alike targeting for those at low risk to churn.And“churn,”to reiterate,refers to both users who uninstalled an app(sometimes called“hard churn”)as well as those who just dont open it anymore(sometimes called“soft churn”).Based on a proprietary machine-learning m
72、odel trained using more than 10 billion data points,Predictive Churn classifies users into three risk profiles Low,Medium and High and makes it easy to take action in Airship channels.Lists of users can also be exported to re-message in any other marketing system that accepts a.CSV file.PREDICTIVE C
73、HURN INCLUDES:Dashboards to benchmark performance and easily see results over time User profiles to meld with other user attributes for highly-relevant messaging,including pre-built automation triggers Ad hoc drill down analysis with any other data point to determine content and offers most likely t
74、o generate action Real-time data streaming to an external data warehouse or business system for cross-channel analysis and re-marketing or look-alike targeting against users with a low likelihood to churnKEY TAKEAWAY:You likely know how much each app user costs to acquire.If Predictive Churn allows
75、you to re-engage even 5%of the users who are likely to churn,what does that mean for both your apps success and your business?Bain&Company research found increasing customer retention rates by 5%boosts profits by 25%to 95%.Mobile is where your users are today,do what you can to keep them.RESOURCES K
76、eep Users Engaged With Your AppRESOURCES TO HELP KEEP USERS ENGAGED WITH YOUR APPThere are a variety of ways to increase your app retention and opt-in rates,regardless of vertical.Weve gathered a few resources to help with everything from inspiration to strategy and data enrichment along with best p
77、ractices and how-to content to help you move faster.PREDICTIVE CHURN RESOURCES:Video Overview:Predictive Churn Technical Documentation:Predictive Churn Blog post:Want to Predict&Prevent Customer Churn and Increase App Retention?This Blog Post is For You.APP ENGAGEMENT RESOURCES&BEST PRACTICES:eBook:
78、How to Boost Mobile Engagement&Achieve Mobile Growth eBook:10 Mobile Engagement Best Practices Explained Benchmarks Report:Push Notification Engagement Rates Benchmarks Report:First Look-Message Center Read Rates Blog Post:7 Mobile Engagement Statistics That Show How Push Notifications Boost ROI TEM
79、PLATES&HOW-TOS:Template:Building a Mobile Content Plan Blog Post:How to Make a Successful App:10 Fundamentals for Maximizing Your Investment Blog Post:How to Earn Push Notification Opt-Ins:7 Essential Resources Blog Post:How to Write a Better App Store Update(and Boost App Store Optimization)Blog Po
80、st:Mobile App Marketing How To Series:Getting the Opt InINSPIRATION GUIDES:Rich Notifications Inspiration Guide Interactive Notifications Inspiration Guide In-App Campaigns Inspiration Guide Message Center Inspiration GuideWant More Resources?Check out our online Content Library,Documentation and bl
81、og for more best practices,how-tos and help with mobile strategy.METHODOLOGYAirship analyzed customer data in aggregate to identify apps with at least 5,000 downloads that had sent at least 1,000 cumulative push notifications in one month.That group included more than 63 million app users across 1,5
82、00 apps with deep dives on four industry verticals.Analysis focused on app users that first opened an app in September 2016 and tracked their notification opt-in status,app open behavior and volume of notifications received through December 2016.EXPLORE THE FULL SUITE OF MOBILE GROWTH DRIVERSAIRSHIP
83、 MOBILE APP ENAGEMENT:Grow and retain your mobile app audience with personalized push notifications,in-app messages,message center and more.AIRSHIP MOBILE WALLET:Accelerate mobile engagement no app required by leveraging mobile wallet passes to power your loyalty/reward cards,coupons,boarding passes
84、,tickets,identification cards,gift cards and more.AIRSHIP WEB NOTIFICATIONS:Create deeper relationships with website visitors,whether on desktop or mobile.Streamlined web notifications allow marketers to engage with web visitors through timely,relevant alerts.AIRSHIP REAL-TIME DATA STREAMING:Unlock
85、the power of mobile data by connecting your entire business to rich,real-time mobile insights with the industrys first user-centric mobile data streaming platform.AIRSHIP PERFORMANCE ANALYTICS:Create smarter,more informed campaigns with user-level mobile analytics.Easily re-target and re-message hig
86、h-value cohorts guided by powerful ad-hoc analysis.READY TO GET STARTED?Were here to help call+1(855)385 3155(U.S.)or+44(0)300 303 8796(Global)to speak with our team.ABOUT AIRSHIPAirship is trusted by thousands of businesses looking to grow with mobile.Every day,marketers and developers depend on Ai
87、rship to deliver billions of mobile moments that inspire interest and drive action.Airships mobile growth platform is used by many of the worlds most admired companies,including Adidas,Alaska Airlines,The Home Depot,NBC Universal,Sky Media and Zillow.2019 Airship.All rights reserved.Portland San Francisco London|+1 855 385 3155|+44(0)300 303 8796|Portland San Francisco London New YorkNew DelhiParis+1 855 385 3155+44(0)300 303 8796AIRSHIP.COM