Programmatic Lunch

Smart Push Messaging Can Triple Retention

Tim Maytom

messaging.jpgIntelligent push messaging can more than double retention rates for apps across 30, 60 and 90 day periods, according to new research by marketing automation firm Kahuna.

Apps which received no push messaging averaged 23 per cent retention over 30 days, dropping to 16 per cent at 60 days. With push notifications employed to bridge the gap between installation and engagement, those rates rose to 51 per cent and 38 per cent respectively. When looking at the figures after 90 days, the split was 11 per cent without push and 32 per cent with push, an almost three-fold difference.

The figures come from the company's Q3 Mobile Marketing Index, which aims to take a comprehensive look at opt-in rates, user retention and other key factors when it comes to brands being able to reach customers.

Among the other statistics revealed by the report is the news that more than 70 per cent of emails sent are opened on mobile devices, and those opened on Android devices have a click-through rate over five times higher than those accessed on iOS smartphones and tablets.

"Brands must lean on owned communication channels like push notifications, in-app messages, and email to maximise retention," said the report. "Companies must ensure each message they send adheres to best practices; messages must be timely, relevant, and contextual to the individual customer at that specific moment of delivery."