Email Can Reduce App User Churn, Study Says

People are installing apps in record numbers, but it takes email to get them to actually use the apps, and not to fall off almost immediately, according to Industry Benchmarks for Ecommerce Apps, a study by CleverTap.

CleverTap tracked 15 million users across 18 million devices and 3.1 billion data points, and found that 16% of new users register within a week of installing the app — despite the fact that it only takes an average of 12 minutes to do so.

Worse, 70% of new installs churn after one week, and 96% within 90 days. And statistics show that only 14.65% of users stay with an ecommerce app after 30 days of download.

But there are solutions. For one, app makers can reach out to registered but not activated users by offering discounts, promotions and referral codes via email or SMS messages.

For registered and active users, the brand can nudge users with emails to share feedback or reviews of products they have purchased.

Similarly, the app provider can engage onboarded but non-converted users with product recommendations via email or push notifications on days 1, 3, 5, and 7 since the user’s last app launch.

Then there is the challenge of boosting engagement among onboarded but non-converted users, running personalized email campaigns or push notifications on “days 1, 3, 7, 14, and 21 from the day of activation that inform onboarded users of new categories, brands, and offers.”

Similarly, brands can reach converted but disengaged users with drip email campaigns on days 14, 21, 28 and 42 from the day user activity starts dropping off. Tell them “We miss you.”

Or, invite churned users back with personalized emails on day 1, 5, 10 and 17 following uninstall — or send emails saying “We miss you” or "Here’s what you’re missing on days 7, 14, 28 and 42 post uninstall."

In addition, run a sign-off campaign, saying: “We are just a click away,” between days 42 and 50 of uninstall. Of course, these tactics might not work if the person is already tired of hearing from you.

What about first-time converted users? Use in-app notifications or emails to suggest products based on the prior order. In addition, use emails or push notifications to inform these newcomers of exclusive offers and discount coupons. Finally, run email or in-app campaigns on days 7, 10 and 15 after conversion to ask for ratings and reviews.

Then there are those wonderful repeat converted users. Use email or push notifications to inform them of new categories or product lines. And going forward, send emails or in-app messages on days 7, 10 and 15 requesting ratings, and inform them of their rewards balance update on day 3, 5, 10, 17 and 30.


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