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1、BENCHMARKS REPORT:How Push Notifications Impact Mobile 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.Media Retention Highlights The ideal push notification send frequency for M
9、edia apps is Daily or Daily+.Users receiving Daily+push notifications have 2x app retention rates than those receiving Weekly push notifications.However,around one-third of opt-in users for media apps received no push notifications or only one.Utility&Productivity Retention Highlights The ideal push
10、 notification send frequency for Utility&Productivity apps is Daily or Daily+.However,39%of the users analyzed in our study didnt receive any push notifications in the first 90 days or only received one.Regardless of how many push notifications received,opt-in users of Utility&Productivity apps stic
11、k around longer.Theyre retained 49%longer than opt-out users the highest of any vertical in our study.Sports&Recreation Retention Highlights The ideal push notification send frequency for Sports&Recreation apps is Daily or Daily+(although Weekly push notification sends also perform very well with An
12、droid users).However,41%of Android users and 23%of iOS users received only one push notification or none at all.NOT ALL USER CHURN CAN BE ADDRESSED WITH PUSH NOTIFICATIONS.USERS WHO HAVE OPTED OUT OF PUSH NOTIFICATIONS CANT BE ENGAGED THROUGH THAT CHANNEL.Even at optimal notification frequency level
13、s,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.Airship now has a solution that“listens”for you through machine learning.It analyzes user patterns for each app,t
14、hen assigns them a churn risk level,giving app publishers the chance to take action before a user is gone.Take advantage of this data to improve retention and your app investment.Visit the Recommendations section of the report for best practices to engage users and gain the opt in.CONTENTS6 GLOSSARY
15、 OF TERMS 8 HOW PUSH NOTIFICATION OPT-IN RATES IMPACT APP RETENTION RATES10 HOW PUSH NOTIFICATION SEND FREQUENCY IMPACTS APP RETENTION RATES 11 All Apps 16 Retail Apps 24 Media Apps 31 Utility&Productivity Apps 39 Sports&Recreation Apps47 RECOMMENDATIONS:GETTING DOWN TO WORK 52 TAKE GREATER CONTROL:
16、PREDICTIVE CHURN CAN HELP55 RESOURCES TO HELP GET USERS HOOKED ON YOUR APP58 METHODOLOGY 59 EXPLORE THE FULL SUITE OF MOBILE GROWTH DRIVERS60 ABOUT 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 firs
17、t app open.CHURN:Churn includes both“hard churn”user uninstalled the app and“soft churn”a user who 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
18、 received one push notification 2x Monthly Push Notifications Sent:User received approximately two 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 ea
19、ch day Daily+Push Notifications Sent:User received multiple push notifications per dayOPT-IN APP 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
20、allow push notifications.On Android,users are opted in to receive push notifications from apps by 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
21、 through app or system-level settings.PUSH NOTIFICATIONS:A push notification is a message that pops 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 notificati
22、ons can be targeted to segments of your user base,and personalized for specific app users.For more,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 like
23、ly to churn.Airship offers Predictive Churn through our Performance Analytics and Real-Time Data 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 mo
24、bile platform?PUSH NOTIFICATION OPT-IN RATES:ANDROID VS.iOSApp owners can only communicate with 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 an
25、d 50%of iOS users were opted in to receive notifications.These opt-in rates are roughly consistent 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
26、 permission apps receive.Overall Opt-in Rates for New App Users in This Analysis:KEY TAKEAWAY:Getting 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 liste
27、d in this blog post.85%50%How Push Notification Opt-In Rates Impact App Retention RatesIN THIS SECTION,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 not
28、ifications and app retention rates?PUSH NOTIFICATION FREQUENCY IMPACTON APP RETENTION RATESFor new 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
29、 app open have nearly 3x(190%)higher retention rates than those who do not.KEY TAKEAWAY:Relevant,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 noti
30、fications.Overall 90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications 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
31、,they deleted or stopped using the app.Meaning,app publishers who dont send push notifications are 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 i
32、gnoring an important and direct channel to engage users who have opted in.Theres also a significant 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 RECEI
33、VE ANY PUSH NOTIFICATIONSOur data shows more than one-quarter(27%)of opt-in users dont receive any 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 vert
34、ical we analyzed.On iOS,Zero frequency was the second largest cohort overall.KEY TAKEAWAY:App users 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 does
35、nt have to be hard and it pays dividends.Tools and templates exist to help you build a content plan 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 notificat
36、ionPush Notifications Sent in the First 90 Days After First App OpenCOMPARING PUSH NOTIFICATION 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
37、 iOS.Increasing send frequency to Daily+creates an even greater retention rate boost of 10 x on 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 op
38、ens,completed registration,completed in-app purchase,app upgrades,etc.)most apps could achieve automated,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 notifica
39、tions that meet app engagement goals.See our blog post 5 Things the Best Mobile Notifications Have 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 Mov
40、ing from Sending Zero Push Notifications to Sending Daily+Push Notifications 3x app retention 10 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
41、 their messaging and retention patterns revealed.The Retail apps category with 19,736,469 users 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 l
42、uxury retailer apps.Data and assertions made in this section are specific to analysis of the Retail 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 Notification
43、s to Higher Messaging Frequencies on AndroidR E T A I LA closer look at the impact on retention 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 Increas
44、e,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on iOSn=7,937,815R 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 ad
45、vantage.Average Opt-In Rate:92%49%75%Overall*weighted by audience sizeR E T A I LRETAIL OPT-IN USERS 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
46、users have better 90-day retention rates than opt-in users who receive no messages 50%higher on 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 R
47、ECEIVING ANY NOTIFICATIONS ARERETAINED 110%MORE ON AVERAGE THAN THOSE WHO DONTRetailers appear to 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 W
48、hen Messaged At All Over the First 90 DaysR E T A I LINCREASING PUSH NOTIFICATION FREQUENCY HAS 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 specific
49、ally to Weekly,Daily or Daily+as good messaging frequencies.The retention rate for the Daily+cohort 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
50、RETAIL VERTICAL Retail customers have many channels to learn about brands.Reward the loyalty of 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,w
51、hile the opt-in is critical to app use longevity,notifications must be used to have an impact.There 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
52、and iOS users overall as well.Daily+notifications generated a 50%retention rate for iOS(a 257%increase 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,aut
53、omated and campaign messaging will yield the best results.A carefully devised and implemented strategy 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
54、 Center.According to our data,medium-performing iOS apps(the 50th percentile)achieve 8x greater 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 you
55、r messaging at their convenience.The Media apps category with 10,520,630 users encompasses 727 apps including:global media,national&breaking news,national radio stations,local news(includes niche news such as finance),local TV and radio stations,books&magazines(both subscription and newsstand),and m
56、ajor newspaper apps.Data and assertions made in this section are specific to analysis of the Media users outlined above.MEDIAM E D I AA closer look at the impact on retention of frequency rates over time on both iOS and Android for the Media vertical is broken out by platform.PUSH NOTIFICATION FREQU
57、ENCY IMPACT ON APPRETENTION RATES:ANDROIDMedia:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on AndroidM E D I APUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:iOSMedia:90-day App Retention Rate Increase,Moving from Sending Z
58、ero Push Notifications to Higher Messaging Frequencies on iOSM E D I AMEDIA OPT-IN RATES CAN BE IMPROVEDStaying informed about the news users care about is even easier when users opt in to notifications.But,interestingly,Media has one of the lower Android and iOS opt-in rates out of the verticals an
59、alyzed.Having the right balance of timely,relevant messaging matters to long term user retention.Average Opt-In Rate:68%47%60%Overall*weighted by audience sizeM E D I ATHE DELTA BETWEEN DAILY+AND ZERONOTIFICATIONS IN MEDIA APPSIts not surprising that more than one-third(35%)of iOS Media app users an
60、d 21%of Android users receive Daily+notifications over the initial 90 day period after downloading a Media app higher than any other vertical.However,it is surprising so many Media app users who opted in to notifications received either zero or only one notification over 90 days given the nature of
61、the media business.In fact,opt-out users have 50%higher 90-day retention rates than opt-in users receiving zero notifications on Android,and 77%better on iOS.28%43%Percentage of Opt-Ins Receiving Zero or One NotificationM E D I APUSH NOTIFICATION FREQUENCY IN MEDIA APPSParticular to the Media vertic
62、al,from an app retention standpoint,its better to send a single notification or be at the very high end of push notification send frequency.Media app users on both Android and iOS who receive one notification have better 90-day app retention rates than users who are in the 2x Monthly or Weekly cohor
63、ts.However,Media apps that make themselves a Daily or Daily+companion to users see much higher retention rates.Moving from Weekly to Daily+is more than a 2x multiplier on 90-day retention rates for both platforms.Increase in Retention Rate When Moving from Zero to Greater Notification FrequencySendi
64、ng Daily+Notifications vs.Sending Zero Notifications 388%app retention 285%app retentionSending Weekly Notifications vs.Sending Zero Notifications 125%app retention 69%app retention M E D I AKEY TAKEAWAYS FOR THE MEDIA VERTICAL A 147%overall increase in retention by messaging a user even once in the
65、 first 90 days is powerful incentive to implement an engagement strategy.Within the Media vertical,this can be accomplished through tagging and automation triggers around topical areas of interest even simply sending a welcome message to opt-ins directing users to a preference center or providing an
66、 app tour highlighting how to find the content they seek can significantly increase retention.(See Recommendations section.)Media apps can be doing more to build user habit.A full 43%of Android and 28%of iOS users opted in to notifications,receive zero or only one push over 90 days.Users expect Medi
67、a apps to provide news alerts as they happen.Sporadic,or even weekly messaging doesnt meet this need,as evidenced by the gap in retention rates.Users receiving one notification have better 90-day retention rates than 2x/month or Weekly across both iOS and Android.In the Media vertical particularly,t
68、he push notification itself is often the reward not necessarily action taken from the message.Ensure users have a way to receive the notifications most relevant to their interests.The Utility&Productivity apps category with 6,961,907 users encompasses 167 apps including:weather,navigation,reference,
69、controls,on-demand services(booking or scheduling),sharing economy,classified,and task-related apps.Data and assertions made in this section are specific to analysis of the Utility&Productivity users outlined above.UTILITY&PRODUCTIVITYU T I L I T Y&P R O D U C T I V I T YA closer look at the impact
70、on retention of frequency rates over time on both iOS and Android for the Utility&Productivity vertical is broken out by platform.PUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:ANDROIDUtility&Productivity:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Hi
71、gher Messaging Frequencies on AndroidU T I L I T Y&P R O D U C T I V I T YPUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:iOSUtility&Productivity:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on iOSU T I L I T Y&P R O D U C T
72、 I V I T YUTILITY&PRODUCTIVITY OPT-IN RATES ARE HIGHESTOf all the verticals included in our analysis,Utility&Productivity apps have the highest opt-in rate,likely given the often transactional or functional nature of their messaging.That is,users expect these apps to help them accomplish tasks and p
73、ush notifications are an integral part of that usefulness(i.e.reminders,alerts,status updates,etc.).Average Opt-In Rate:87%57%81%Overall*weighted by audience sizeU T I L I T Y&P R O D U C T I V I T YOPT-INS ARE MOST IMPORTANT FOR UTILITY&PRODUCTIVITY APP RETENTIONUtility&Productivity apps experience
74、 the biggest average retention gain between opt-in and opt-out audiences,likely pointing to the engaged nature of app users and their desire to fully use the functionality provided.Opt-in users are retained49%LONGERthan opt-out users the highest for any vertical.U T I L I T Y&P R O D U C T I V I T Y
75、Despite the highest opt-in rate and the biggest retention gain for opt-in users,many users still do not receive any push notifications from Utility&Productivity apps.Many Utility&Productivity apps(such as taxi or car services)use SMS in combination with push notifications to message about real-time
76、actions.Mobile notifications provide a nuanced complement to SMS in reaching users in the moment,and the ability to provide follow up messaging via in-app content,and a less intrusive way to re-engage lapsed users than SMS.AN EXTREMELY HIGH NUMBER OF USERS RECEIVE ZERO PUSH NOTIFICATIONS FROM UTILIT
77、Y&PRODUCTIVITY APPS38%of Utility&Productivity users are in the Zero or One notification frequency cohorts.33%of Utility&Productivity users receive zero push notifications the largest zero-send percentage among all verticals and both platforms.U T I L I T Y&P R O D U C T I V I T YData shows the best
78、retention rates are seen from Daily or Daily+frequency,although Weekly on iOS also performs well.Increase in Retention Rate When Moving from Zero to Greater Notification FrequencyUsers receiving Daily+messaging had a 58%90-day retention rate on iOS(highest of all verticals)and a 28%retention rate on
79、 Android.IDEAL PUSH NOTIFICATION SEND FREQUENCY FORUTILITY&PRODUCTIVITY APPS IS DAILY OR MOREZero to Weekly Notification Frequency125%0%Zero to Daily+Notification Frequency190%460%KEY TAKEAWAYS FOR THE UTILITY&PRODUCTIVITY VERTICAL Utility means just that people find it useful.So it makes sense that
80、,if the habit is formed,users are retained longer.Given the value these apps provide and that their audience is more likely to want to hear from them,Utility&Productivity apps have an opportunity to increase engagement with their users.Yet,38%of Android and 46%of iOS opt-in users receive zero or onl
81、y one push over the first 90 days.Users want apps to help them accomplish tasks more quickly and easily than they can on their own.Be sure to tailor messaging strategies around user activities and key next steps for end-to-end assistance and encouragement.Utility&Productivity apps frequently use tri
82、ggered messaging to respond to key user actions.Some of the most successful in this category pair triggered messaging with seasonally or personally relevant marketing or educational content to retain their highest-value users.Careful consideration of when to message,and use of triggers for example,j
83、ust after a successful ride or delivery may lead to better results than at other times.The Sports&Recreation apps category with 6,034,541 users encompasses 163 apps including:sports organizations,sports associations,individual team,sports-only news,and recreation apps(i.e.skiing,hiking,golf,hunting)
84、.Data and assertions made in this section are specific to analysis of the Sports&Recreation users outlined above.SPORTS&RECREATIONS P O R T S&R E CA closer look at the impact on retention of frequency rates over time on both iOS and Android for the Sports&Recreation vertical is broken out by platfor
85、m.PUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:ANDROIDSports&Recreation:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on AndroidS P O R T S&R E CPUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:iOSSports&Recreatio
86、n:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on iOSS P O R T S&R E CSPORTS&RECREATION OPT-IN RATES ARE IN LINE WITH INDUSTRY AVERAGESSports&Recreation apps provide valuable information to users about their interests,hobbies and even
87、 what theyd describe as passions.With the second highest iOS opt-in rate of verticals analyzed only Utility&Productivity was higher Sports&Recreation app users truly are fans.Average Opt-In Rate:80%51%68%Overall*weighted by audience sizeS P O R T S&R E COne-third(33%)of iOS sports app users receive
88、Daily+push notifications over a 90 day period.The vertical lends itself to high engagement.But that engagement must be cultivated and frequently.SPORTS&RECREATION APPS MUST STRIKE WHILE THE IRON(AND INTEREST)IS HOTOpt-out users have57%GREATER90-day retention rates than opt-in users receiving Zero no
89、tifications on both Android and iOS.S P O R T S&R E CWEEKLY,DAILY AND DAILY+VOLUMES PAYDIVIDENDS FOR SPORTS&RECREATION APPSIn the Sports&Recreation vertical,90 day send volume was widely distributed,perhaps as a result of more segmented messaging.Data shows the best retention rates are seen from Dai
90、ly or Daily+frequency,although Weekly on Android also performs well.A bi-monthly frequency on either platform,just doesnt cut it youd be better off not asking for the opt-in at all.51%users were retained through Daily+messaging 55%users were retained through Daily+messaging some of the highest 90-da
91、y retention rates across all verticals.S P O R T S&R E CHowever,as with other verticals,the number of users not receiving any notifications after opt-in is still high.A solid 41%of Android users and 23%of iOS users who opted in receive zero or only one push notification over the first 90 days.Increa
92、sing that rate through a thoughtful messaging strategy will improve overall app retention.Increase in Retention Rate When Moving from Zero to Greater Notification FrequencyINCREASING FREQUENCY THROUGH ADDEDUTILITY INCREASES RETENTION RATESZero to Weekly Notification Frequency 257%50%Zero to Daily+No
93、tification Frequency629%293%S P O R T S&R E CKEY TAKEAWAYS FOR THE SPORTS&RECREATION VERTICAL Users are very passionate about sports and recreation activities they care about,as evidenced by one of the highest retention rates for opt-out users on both platforms,as well as the largest retention gains
94、 in moving from Zero to Daily+for both Android and iOS.Dont squander the opt in;use it.Opt-out users have 57%greater 90-day retention rates than opt-in users receiving zero notifications on both Android and iOS.More frequent,relevant notifications improve retention.Sports&Recreation apps make it eas
95、ier for messaging to be targeted.Users are asked for,and frequently provide,their interests(team,player,game level notifications).This level of personalization allows more relevant notifications to be sent more frequently,which has a positive impact on retention.As with other verticals,increasing me
96、ssaging through a concerted strategy to provide value to users will increase retention without fear of over-messaging.(See Recommendations section.)RECOMMENDATIONSWeve provided a lot of data,and plenty of useful insights.What actions can you take to keep users engaged and reduce their likelihood of
97、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 goals.Ways to add value include:personalized&targeted content,specific offers,reminders,e
98、ducational 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 automation rules and lifecycle triggers for a welcome message or series.Increasing messag
99、e 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 from day one:highlight benefits or features of your app in a welcome message upon first ap
100、p 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 typical freebie promotions.Build in habit from the start.Is there a weekly offer or a specific
101、 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 channel(such as email)to allow for retargeting and omnichannel engagement.APP MESSAGING STRA
102、TEGY: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 about user interests to allowing for both a better app experience,but also for better retar
103、geting 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 work.Dont give up on opted-out users!Opt-ins can always be earned.Use in-app messaging t
104、o 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 Centers reach the entire app audience,and are easy to implement.In high-performing apps,opt
105、-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,to helping concept your mobile growth strategy and team structure.But dont just take our
106、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,have a plan for content from the value of each notification,to the message type to the acti
107、on 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 video).Our analysis of nearly five million notifications showed that big picture notificat
108、ions 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 user action.Airship offers 30+button pairs OOTB,not to mention emojis.If you dont alread
109、y 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 inactivity messaging based on value to the user.Consider timing it with the launch of new featur
110、es,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 services theyve shown interest in are on sale.Use your knowledge of what the user has previously
111、 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 more useful for them.Use deep links to send users to specific app screens that support you
112、r 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 interactive buttons in your push notifications,together with rich notifications that suppo
113、rt 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 content?Writing for mobile can be hard,as can balancing the types and frequency of messages sen
114、t.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 Churn Can HelpSTOP APP USER CHURN BEFORE IT HAPPENSYouve taken in all the recommendations
115、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-learning models to predict churn risk.We call it Predictive Churn.Simply put,Predictive Churn
116、 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 they do so.The model also fuels look-alike targeting for those at low risk to churn.And“
117、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 model trained using more than 10 billion data points,Predictive Churn classifies users int
118、o 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 CHURN INCLUDES:Dashboards to benchmark performance and easily see results over time User p
119、rofiles 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 to generate action Real-time data streaming to an external data warehouse or business syst
120、em 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 you to re-engage even 5%of the users who are likely to churn,what does that mean for both
121、 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 Keep Users Engaged With Your AppRESOURCES TO HELP KEEP USERS ENGAGED WITH YOUR APPThere ar
122、e 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 practices and how-to content to help you move faster.PREDICTIVE CHURN RESOURCES:Video Over
123、view: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:How to Boost Mobile Engagement&Achieve Mobile Growth eBook:10 Mobile Engagement Best Prac
124、tices 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 TEMPLATES&HOW-TOS:Template:Building a Mobile Content Plan Blog Post:How to Make a Successful
125、 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 Post:Mobile App Marketing How To Series:Getting the Opt InINSPIRATION GUIDES:Rich Notificat
126、ions 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 blog for more best practices,how-tos and help with mobile strategy.METHODOLOGYAirship analy
127、zed 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 1,500 apps with deep dives on four industry verticals.Analysis focused on app users that fir
128、st 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 MOBILE APP ENAGEMENT:Grow and retain your mobile app audience with personalized push not
129、ifications,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,tickets,identification cards,gift cards and more.AIRSHIP WEB NOTIFICATIONS:Create deeper
130、 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 the power of mobile data by connecting your entire business to rich,real-time mobile insi
131、ghts 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 high-value cohorts guided by powerful ad-hoc analysis.READY TO GET STARTED?Were here to help
132、 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 Airship to deliver billions of mobile moments that inspire interest and drive action.Airshi
133、ps 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.For more information,visit ,read our blog and follow us on Twitter or LinkedIn.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