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1、BENCHMARKS REPORT:How Push Notifications Impact Utility&Productivity 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 notifi

2、cations impact 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

3、FIRST STUDY TO 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 th

4、an one-quarter 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 ap

5、p retention rates.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 a

6、nd the more frequent (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 notific

7、ations.Users receiving 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:Utility&Productivity Retention Highlights The ideal push notification send frequency for Utility&Productivity apps is Dai

8、ly 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 stick around longer.Theyre retained 49%longer than opt-out users the

9、highest of any vertical in our study.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 levels,54%of app users will churn in the first 90 days after opening an app To a

10、ddress 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,then assigns them a churn risk level,giving app publishers the chance to tak

11、e action before a user is gone.CONTENTS5 GLOSSARY OF TERMS7 HOW PUSH NOTIFICATION OPT-IN RATES IMPACT APP RETENTION RATES9 HOW PUSH NOTIFICATION SEND FREQUENCY IMPACTS APP RETENTION RATES14 A DEEPER DIVE:BENCHMARKS FOR THE UTILITY&PRODUCTIVITY VERTICAL23 RECOMMENDATIONS:GETTING DOWN TO WORK28 TAKE G

12、REATER CONTROL:PREDICTIVE CHURN ANALYTICS CAN HELP31 RESOURCES TO HELP GET USERS HOOKED ON YOUR APP34 METHODOLOGY35 EXPLORE THE FULL SUITE OF MOBILE GROWTH DRIVERS36 ABOUT AIRSHIPAPP RETENTION:“App retention”or“app retention rates”is when a user continues to open an app(at least one time)during the

13、90 days after their first 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 Pus

14、h Notification Sent:User 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

15、one push notification each 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 choo

16、se whether they want to 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

17、 apps push notifications 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 rece

18、ive them.Push notifications 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

19、 of their users are likely 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

20、 opt-in rates vary by mobile 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 repor

21、t,85%of Android users and 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

22、opt out of the automatic 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 gett

23、ing the opt in are listed 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 t

24、he frequency of push notifications 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 9

25、0 days after their first 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

26、 personalizing push notifications.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 notif

27、ications churned that is,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 acqui

28、sition investments and ignoring 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

29、OPT-IN USERS DONOT RECEIVE 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,

30、as well as in every vertical 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 str

31、ategy for app users doesnt 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

32、 only one push notificationPush 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 mod

33、est doubling increase on 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 si

34、gnals(new install,app opens,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

35、and timely push notifications 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 retent

36、ion 6x app retention Moving from Sending Zero Push Notifications to Sending Daily+Push Notifications 3x app retention 10 x app retentionThe Utility&Productivity apps category with 6,961,907 users encompasses 167 apps including:weather,navigation,reference,controls,on-demand services(booking or sched

37、uling),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 on retention of frequency rates over time on

38、 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 Higher Messaging Frequencies on AndroidU T I L

39、 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 I V I T YUTILITY&PRODUCTIVITY OPT-IN RATES

40、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 push notifications are an integral part of th

41、at 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 the biggest average retention gain between

42、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 YDespite the highest opt-in rate and the bigg

43、est 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 actions.Mobile notifications provide a nuanc

44、ed 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 UTILITY&PRODUCTIVITY APPS38%of Utility&Productivit

45、y 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 retention rates are seen from Daily or Daily

46、+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 Android.IDEAL PUSH NOTIFICATION SEND FREQUE

47、NCY 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,if the habit is formed,users are retained l

48、onger.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 only one push over the first 90 days.Users want

49、 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 triggered messaging to respond to key user acti

50、ons.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,just after a successful ride or delivery may

51、lead to better results than at other times.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 churning?Focus on the app purpose and user goals.Every business and type of app serve a different purpose

52、,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,educational content,automation based on in-app behaviors and other in-the-moment activities across other c

53、hannels.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 message frequency often involves more thoughtful segmentation and automation rules,using cross-channel and in-a

54、pp 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 app open.The Redbox apps welcome campaign combined notifications with its Message Center(or in-app inbox)an

55、d 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 day new content or products are released?Even reminders users can opt in to providing utility for the us

56、er 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 STRATEGY:Retention starts with getting the opt-in,and that dovetails with having a clear value proposition fo

57、r 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 retargeting down the line.Educate app users about the benefits of opting in to push notifications.It doesnt ha

58、ve 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 to target users with a new ask when a high-value action for the user has just been completed(e.g.immediate

59、ly 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-out users read 25%of all Message Center messages.Looking for a little more help?Airship has the best mob

60、ile 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 word for it some of the biggest global brands are happy to chat about the value they provide.Request a co

61、nsultation 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 action requested to ensure ensure user value is provided with each attempt at engagement.(Our Mobile Content

62、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 notifications see a 56%higher direct open rate on average than notifications without images.(Get more detail in ou

63、r 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 already have an Airship account to send notifications,sign up to get going today.(More ideas can be found in ou

64、r 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 features,seasonal content,new offers,etc.to re-engage the lapsed user and demonstrate the utility that builds h

65、abit.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 engaged with to trigger their return.Promote new app features they might like,based on past behavior or

66、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 your message and drive their interest.Share special content:for example,a sports app can provide an exclusiv

67、e 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 support photos,videos,GIFs and even audio.Avoid needy or empty messages such as“we have missed you”as they don

68、t 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 sent.Our Mobile Content Plan template can help you ensure the efficacy and variety of your messaging by writ

69、ing,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 and implemented many but what about the 50+%of users who are still likely to churn?What can you do to rea

70、ch 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 is a machine learning model to assess a users risk of churning,allowing brands to take preemptive action

71、 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“churn,”to reiterate,refers to both users who uninstalled an app(sometimes called“hard churn”)as well as t

72、hose 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 into three risk profiles Low,Medium and High and makes it easy to take action in Airship channels.Lists of u

73、sers 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 profiles to meld with other user attributes for highly-relevant messaging,including pre-built automation t

74、riggers 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 system for cross-channel analysis and re-marketing or look-alike targeting against users with a low likelihoo

75、d 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 your apps success and your business?Bain&Company research found increasing customer retention rates by 5

76、%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 are a variety of ways to increase your app retention and opt-in rates,regardless of vertical.Weve gathered

77、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 Overview:Predictive Churn Technical Documentation:Predictive Churn Blog post:Want to Predict&Prevent Customer

78、 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 Practices Explained Benchmarks Report:Push Notification Engagement Rates Benchmarks Report:First Look-Message

79、 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 App:10 Fundamentals for Maximizing Your Investment Blog Post:How to Earn Push Notification Opt-Ins:7 Ess

80、ential 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 Notifications Inspiration Guide Interactive Notifications Inspiration Guide In-App Campaigns Inspiration Guide Mes

81、sage 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 analyzed customer data in aggregate to identify apps with at least 5,000 downloads that had sent at least 1,00

82、0 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 first opened an app in September 2016 and tracked their notification opt-in status,app open behavior and vol

83、ume 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 notifications,in-app messages,message center and more.AIRSHIP MOBILE WALLET:Accelerate mobile engagement no

84、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 relationships with website visitors,whether on desktop or mobile.Streamlined web notifications allow mar

85、keters 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 insights with the industrys first user-centric mobile data streaming platform.AIRSHIP PERFORMANCE ANALYTICS:C

86、reate 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 call+1(855)385 3155(U.S.)or+44(0)300 303 8796(Global)to speak with our team.ABOUT AIRSHIPAirship is trus

87、ted 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.Airships 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.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