Retention marketing is how brands demonstrate value to existing customers and product users in order to keep them engaged and coming back for more.
This is particularly important for mobile app marketers, which have an extremely high drop off rate after the initial few days of usage (80% by one study).
That’s why mobile-centric companies are increasingly focusing their efforts on mastering push notifications (as well as email and other tactics) to engage their new and existing users.
The challenge is that the best retention tactics are based on behavioral and location data, which are often trapped in siloed systems separate from the executional tools you want to use (whether that’s email, push or ads on Facebook).
For example, if you are walking by a Starbucks, you may be served a push notification based on your location, loyalty level, and past purchases. While the user has a single experience, the location data that deciphers your lat/long likely comes from a different system than the one that sends a message.
The same problem holds for behavioral analytics.
For example, using retention analysis, Netflix has identified how many episodes of a show you need to watch in order to become hooked. For instance, it takes just two episodes of Breaking Bad for 70% of viewers to get hooked, meaning that group of people will continue watching the remainder of the series to completion. Whereas it takes up to episode eight of How I Met Your Mother for you to become an avid watcher. Netflix then sends personalized notifications and alerts about when a user’s favorite show becomes available in the form of a new season or even other content they may enjoy.
So, depending on the user, one might end up with a personalized push notification such as this:
But they can only be successful at this by breaking down their user data and identifying opportunities for re-engagement. And oftentimes, as marketers try to connect the preferences of their user’s across the marketing tools at their disposal to provide value such as this to their audience, they’re met with fragmented data.
Like, not being able to action behavioral data from Amplitude in order to send an effective push notification at the right time and with the right tailored message through a service such as Iterable.
How then, can marketers avoid this common issue and be more efficient with all of the tools they currently leverage, like Starbucks and Netflix, to better personalize the user experience and improve retention?
mParticle’s customer data platform provides a turnkey solution to collect all of your behavioral, purchase and location information in one place and deliver it via a single API to your marketing execution platforms and tools (email, push, and others) of choice. All of this in real-time, without your having to hack integrations.
Does it make it a difference? Personalized push notifications have been proven to increase user engagement by as much as 800%. Not only that, according to Leanplum, push notifications triggered by individual user behaviors produce nine times the open rate of blasts sent immediately.