Engagement marketing for apps

Engagement marketing for apps

Engagement advertising and marketing is likely one of the strongest instruments you’ve got at your disposal to assist promote your app. Engagement advertising and marketing is a type of advertising and marketing that goals to spice up buyer involvement in your model by constructing good relationships.


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This type of advertising and marketing has many advantages, together with elevated natural development, simpler technique optimization, and a greater model popularity.

As we speak, we are going to clarify how engagement advertising and marketing can assist increase downloads to your cell utility, some tricks to improve consumer retention, and how one can measure the effectiveness of your marketing campaign.

Analysis has already demonstrated the effectiveness of engagement advertising and marketing for functions. A white paper from the Aberdeen Group discovered that firms that used engagement advertising and marketing instruments had higher social media interactions, elevated gross sales, and better whole income than those who didn’t.

If you wish to uncover the way to use engagement advertising and marketing to get comparable outcomes, preserve studying.

5 Engagement advertising and marketing for apps ideas

As you may see, buyer engagement advertising and marketing is shortly turning into one in all, if not the, strongest technique with which you’ll have interaction your customers. By following the 5 ideas under, you may enhance the efficiency of your utility with customers.


As an increasing number of of our business interactions happen on-line, the demand from prospects for personalization has solely elevated. For instance, in a current survey, 91% of consumers desire websites or functions with personalisation.

If you wish to enhance your engagement advertising and marketing technique, you should utilize personalisation within the following methods:

  • Phase your customers primarily based on their habits, identities, and so forth.
  • Handle customers personally, utilizing their identify in emails is a implausible first step
  • Give customers an opportunity to offer suggestions via surveys, chatbots, and so forth.

Up your content material advertising and marketing sport

Content material advertising and marketing is likely one of the best types of advertising and marketing used at this time. This type of advertising and marketing entails making content material comparable to blogs, movies, and infographics to create curiosity in a model’s services or products.

Content material advertising and marketing might be significantly useful for functions because it:

  • Can improve conversion potential, making readers of your content material into customers of your utility
  • Create a more in-depth relationship between your prospects and your model
  • Exhibit how your product can resolve issues potential prospects could also be going through

Rewards/Loyalty applications

Starbucks and lots of different meals chains have been utilizing the facility of loyalty applications through apps to maintain prospects coming again. Simply as prospects in a reward program will return to a espresso retailer to get their loyalty card stamped, so will prospects come again to your app in the event you present them with some incentive.

Some examples of advantages you possibly can give to loyal prospects embody:

  • Coupons
  • Invites to occasions
  • Particular provides

In-app messages

In-App Messages are a few of the best instruments functions can make the most of to maintain customers engaged. Based on Airship, in-app messages are the simplest communication channel, receiving eight occasions as many direct interactions as push notifications

Why? Not like push notifications, these messages would not have to observe a strict format or be particularly brief. You possibly can embody rather more info inside these messages than in different types of communication.

In addition to this flexibility, you may design in-app messages to adapt to your utility’s current fashion. These messages might not really feel like advertising and marketing if performed effectively, simply helpful info to your customers.

Push notifications

A current research has discovered that push notifications are the most well-liked approach for companies to speak with their prospects, with over 42% of respondents rating push notifications as their most used communication channel. Why?

Push notifications have many advantages over conventional channels, comparable to emails, cellphone calls, and textual content messages. Simply a few of these advantages embody:

  • Increased opt-in charges: If you happen to clearly describe the advantages of permitting push notifications, you might be more likely to get prospects’ permission to ship them. Push notifications have a lot increased opt-in charges than different channels, comparable to e mail and cellphone calls.
  • Simply personalised: Push notifications might be nearly something. If you wish to inform customers of a limited-time supply, a brand new replace, or to return again to your utility to keep up progress, push notifications are the most suitable choice.
  • Tracks behaviour: You possibly can simply gather knowledge on how your customers work together with push notifications, serving to you uncover what completely different sorts of customers are thinking about realizing and when is the very best time to ship notifications.

Measuring cell app engagement

To understand how your cell app is performing, you will need to preserve observe of key engagement metrics. These metrics offer you a method to quantify how your app is doing and make adjustments to find what retains your customers coming again for extra.

We consider there are three key metrics it’s best to have in mind when analyzing your app’s efficiency, which we are going to focus on under.

Engagement fee

You possibly can perceive engagement fee because the period of time your customers spend actively engaged together with your utility. This fee can embody greater than time and account for click on numbers or different key metrics.

The perfect engagement fee very a lot is dependent upon your online business sort. The typical engagement fee throughout all companies ranges between 0.04% and 16%. As a rule of thumb, a increased engagement fee is best in practically all circumstances.

To calculate your app’s engagement fee, divide whole engagement (i.e., variety of interactions) by the variety of customers you’ve got and multiply by 100.

Retention fee

Your utility’s retention fee is the proportion of preliminary customers that proceed to make use of your utility over a given interval (e.g. – one month, half a yr, and so forth).

Cell app customers are famously inconsistent. Over 20% of customers solely use an app as soon as. As such, entrepreneurs measure retention fee over a very long time. After a month, round 6% of preliminary customers stay on common. Any proportion increased than this must be your purpose.

To calculate buyer retention fee, do the next:

  • Choose a interval you need to analyze
  • Calculate the variety of customers you’ve got at the beginning of this era
  • Discover the variety of customers you’ve got on the finish of this era, subtracting any new prospects
  • Divide this end result by the preliminary consumer base and multiply by 100 to search out your retention fee

Session time

Session time is likely one of the most respected metrics you may make the most of to trace your app’s efficiency. Session time is the period of time the common consumer spends in your utility. With this metric, you may uncover why customers open your app and the ache factors that make them shut it.

The typical consumer, throughout all functions, spends between 2 and three minutes on one utility earlier than switching to a different. Do you have to then purpose for greater than three minutes? Not essentially.

The perfect session time to your utility is dependent upon its goal. For instance, the engagement time for ecommerce functions is longer than for database-style functions, and for good purpose.

You possibly can calculate session time by including the full engagement time in your utility and dividing it by the variety of customers.