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1、BENCHMARKS REPORT:How Push Notifications Impact Media 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 notifications impact

2、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 FIRST STUDY TO

3、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 than one-quarter

4、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 app retention rat

5、es.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 and the more fre

6、quent (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 notifications.Users re

7、ceiving 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:Media Retention Highlights The ideal push notification send frequency for Media apps is Daily or Daily+.Users receiving Daily+push notif

8、ications have 2x app retention rates than those receiving Weekly push notifications.However,around one-third of opt-in users for media apps received no push notifications or only one.NOT ALL USER CHURN CAN BE ADDRESSED WITH PUSH NOTIFICATIONS.USERS WHO HAVE OPTED OUT OF PUSH NOTIFICATIONS CANT BE EN

9、GAGED 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 address 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”fo

10、r you through machine learning.It analyzes user patterns for each app,then assigns them a churn risk level,giving app publishers the chance to take action before a user is gone.CONTENTS5 GLOSSARY OF TERMS7 HOW PUSH NOTIFICATION OPT-IN RATES IMPACT APP RETENTION RATES9 HOW PUSH NOTIFICATION SEND FREQ

11、UENCY IMPACTS APP RETENTION RATES14 A DEEPER DIVE:BENCHMARKS FOR THE MEDIA VERTICAL23 RECOMMENDATIONS:GETTING DOWN TO WORK28 TAKE GREATER CONTROL:PREDICTIVE CHURN ANALYTICS CAN HELP31 RESOURCES TO HELP GET USERS HOOKED ON YOUR APP34 METHODOLOGY35 EXPLORE THE FULL SUITE OF MOBILE GROWTH DRIVERS36 ABO

12、UT AIRSHIPAPP RETENTION:“App retention”or“app retention rates”is when a user continues to open an app(at least one time)during the 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 per

13、iod.FREQUENCY COHORTSWithin the first 90 days of app usage:Zero Push Notifications Sent:User received no push notifications One Push Notification Sent:User received one push notification 2x Monthly Push Notifications Sent:User received approximately two push notifications per month Weekly Push Notif

14、ications Sent:User received approximately one push notification per week Daily Push Notifications Sent:User received approximately 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

15、 to receive push notifications from an app.On iOS,users receive a permissions dialogue usually on first open prompting them to choose 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-

16、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 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

17、be simple text-based messages,but can also include rich media like images and videos.They only reach users who are opted in to receive 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 Explain

18、ed.PREDICTIVE CHURN ANALYTICS:Predictive Churn Analytics is a proprietary machine learning model to help app owners determine which of their users are likely to churn.Airship offers Predictive Churn through our Performance Analytics and Real-Time Data Streaming Solutions.PLATFORMS:Android iOSHow Pus

19、h Notification Opt-In Rates Impact App Retention RatesGET DATA TO ANSWER:How many app users opt in to receive push notifications?Do 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 wil

20、ling 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 report,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

21、 three years,though iOS rates are seeing small increases year-over-year,and slightly more Android users seem to be taking steps to 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 o

22、nboarding.If a user doesnt opt in or opts out you lose the chance to engage them with push notifications.Our top resources for getting 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 pu

23、sh notifications increase retention?Does sending too many push notifications cause users to churn?Is there a relationship between the 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

24、more frequent push notifications are correlated to better app retention rates.App users who receive any push notifications in the 90 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 an

25、d retain users.To send at a Daily or Daily+level of messaging and get the increased app retention benefit brands are automating and personalizing push notifications.Overall 90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies95%OF UNADDRESSED

26、 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 notifications 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

27、spent acquiring new users.KEY TAKEAWAY:When brands dont send a push notification of any kind to new users,theyre wasting user acquisition 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

28、been generated from actively engaged users is lost.Retention Rates for Non-Messaged Users (iOS and Android)A SIGNIFICANT NUMBER OF 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 u

29、sing an app.In fact,for Android users,the Zero frequency cohort was the largest frequency cohort both in our overall data analysis,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 f

30、irst 90-days have a 3x higher app retention rate when compared to those who received no push notifications.Building a messaging strategy 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

31、 loyal fans.30%received zero push notifications13%received only one push notification15%received zero push notifications17%received only one push notificationPush Notifications Sent in the First 90 Days After First App OpenCOMPARING PUSH NOTIFICATION FREQUENCY COHORTSMoving from sending zero push no

32、tifications to sending weekly push notifications results in a significant app retention rate increase on Android(6x),and a more modest 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 notific

33、ations should be a reasonable goal for any app in terms of push notification send frequency.In fact,by monitoring user lifecycle signals(new install,app opens,completed registration,completed in-app purchase,app upgrades,etc.)most apps could achieve automated,triggered weekly push notifications virt

34、ually overnight.Beyond transactional push notifications,brands need a cohesive strategy for creating the right cadence of relevant 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 n

35、otifications your users will welcome.Moving from Sending Zero Push Notifications to Sending Weekly Push Notifications 2x app retention 6x app retention Moving from Sending Zero Push Notifications to Sending Daily+Push Notifications 3x app retention 10 x app retentionA Deeper Dive:Benchmarks for the

36、Media VerticalLets look at what analysis of their messaging and retention patterns revealed.The Media apps category with 10,520,630 users encompasses 727 apps including:global media,national&breaking news,national radio stations,local news(includes niche news such as finance),local TV and radio stat

37、ions,books&magazines(both subscription and newsstand),and major newspaper apps.Data and assertions made in this section are specific to analysis of the Media users outlined above.MEDIAM E D I AA closer look at the impact on retention of frequency rates over time on both iOS and Android for the Media

38、 vertical is broken out by platform.PUSH NOTIFICATION FREQUENCY IMPACT ON APPRETENTION RATES:ANDROIDMedia:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on AndroidM E D I APUSH NOTIFICATION FREQUENCY IMPACT ON APP RETENTION RATES:iOSMed

39、ia:90-day App Retention Rate Increase,Moving from Sending Zero Push Notifications to Higher Messaging Frequencies on iOSM E D I AMEDIA OPT-IN RATES CAN BE IMPROVEDStaying informed about the news users care about is even easier when users opt in to notifications.But,interestingly,Media has one of the

40、 lower Android and iOS opt-in rates out of the verticals analyzed.Having the right balance of timely,relevant messaging matters to long term user retention.Average Opt-In Rate:68%47%60%Overall*weighted by audience sizeM E D I ATHE DELTA BETWEEN DAILY+AND ZERONOTIFICATIONS IN MEDIA APPSIts not surpri

41、sing that more than one-third(35%)of iOS Media app users and 21%of Android users receive Daily+notifications over the initial 90 day period after downloading a Media app higher than any other vertical.However,it is surprising so many Media app users who opted in to notifications received either zero

42、 or only one notification over 90 days given the nature of the media business.In fact,opt-out users have 50%higher 90-day retention rates than opt-in users receiving zero notifications on Android,and 77%better on iOS.28%43%Percentage of Opt-Ins Receiving Zero or One NotificationM E D I APUSH NOTIFIC

43、ATION FREQUENCY IN MEDIA APPSParticular to the Media vertical,from an app retention standpoint,its better to send a single notification or be at the very high end of push notification send frequency.Media app users on both Android and iOS who receive one notification have better 90-day app retention

44、 rates than users who are in the 2x Monthly or Weekly cohorts.However,Media apps that make themselves a Daily or Daily+companion to users see much higher retention rates.Moving from Weekly to Daily+is more than a 2x multiplier on 90-day retention rates for both platforms.Increase in Retention Rate W

45、hen Moving from Zero to Greater Notification FrequencySending Daily+Notifications vs.Sending Zero Notifications 388%app retention 285%app retentionSending Weekly Notifications vs.Sending Zero Notifications 125%app retention 69%app retention M E D I AKEY TAKEAWAYS FOR THE MEDIA VERTICAL A 147%overall

46、 increase in retention by messaging a user even once in the first 90 days is powerful incentive to implement an engagement strategy.Within the Media vertical,this can be accomplished through tagging and automation triggers around topical areas of interest even simply sending a welcome message to opt

47、-ins directing users to a preference center or providing an app tour highlighting how to find the content they seek can significantly increase retention.(See Recommendations section.)Media apps can be doing more to build user habit.A full 43%of Android and 28%of iOS users opted in to notifications,r

48、eceive zero or only one push over 90 days.Users expect Media apps to provide news alerts as they happen.Sporadic,or even weekly messaging doesnt meet this need,as evidenced by the gap in retention rates.Users receiving one notification have better 90-day retention rates than 2x/month or Weekly acros

49、s both iOS and Android.In the Media vertical particularly,the push notification itself is often the reward not necessarily action taken from the message.Ensure users have a way to receive the notifications most relevant to their interests.RECOMMENDATIONSWeve provided a lot of data,and plenty of usef

50、ul 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,requiring mobile engagement strategies that carefully consider the intersection of brand goals and user

51、s 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 channels.Some engagement challenges like the Zero-send users can be solved virtually overnight with simpl

52、e 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-app data to reach people at the right moment with the right message.(We can help with that.)Message users

53、 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)and real-time marketing automation to realize 33%higher open rates and 300%greater redemption than its typ

54、ical 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 user give them a repeatable reason to re-engage.Provide a reason to authenticate and capture a secondary c

55、hannel(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 for your app at the start.Demonstrate value at first app open.Prepare for churn early by finding out more

56、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 have to be done in the app.Any channel(email,print,web,social)where the mobile app value is highlighted wi

57、ll 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.immediately post-purchase,ask if they want to stay up to date on shipping by opting in to notifications).Message

58、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 mobile strategists in the business.They do everything from consulting on a particular challenge youre facin

59、g,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 consultation with our Strategic Services team today.GETTING THE OPT INENGAGING NOTIFICATION CONTENT First,

60、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 Plan Template provides a great framework.)Make notifications stand out with rich media(image,GIF or even

61、 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 our Rich Notifications Inspiration Guide.)Create engaging notifications with interactive buttons encouragi

62、ng 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 our Interactive Notifications Inspiration Guide.)Ensure you leave time to design and test compelling inact

63、ivity 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 habit.Provide an exclusive offer to entice users back into your app.Let users know when products or servi

64、ces 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 feedback theyve shared.Let them know about what has been added since their last visit that makes the app

65、 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 exclusive guide to building the perfect bracket,available only through the app.Increase click-through rates with

66、 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 dont drive action to get users back in the app.Need a better way to organize and map your notification cont

67、ent?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 writing,organizing and cataloging it better.EFFECTIVE MESSAGING:BEST PRACTICESTAKE GREATER CONTROLPredictive

68、 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 reach them?Our data science team researched this common challenge and developed one of the first machine-le

69、arning 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 to keep at-risk users.It analyzes user patterns for each app to assess a users likelihood to churn befo

70、re 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 those who just dont open it anymore(sometimes called“soft churn”).Based on a proprietary machine-learning

71、 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 users can also be exported to re-message in any other marketing system that accepts a.CSV file.PREDICTIVE

72、 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 triggers Ad hoc drill down analysis with any other data point to determine content and offers most likely

73、 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 likelihood to churnKEY TAKEAWAY:You likely know how much each app user costs to acquire.If Predictive Churn allow

74、s 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%boosts profits by 25%to 95%.Mobile is where your users are today,do what you can to keep them.RESOURCES

75、 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 a few resources to help with everything from inspiration to strategy and data enrichment along with best

76、 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 Churn and Increase App Retention?This Blog Post is For You.APP ENGAGEMENT RESOURCES&BEST PRACTICES:eBoo

77、k: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 Center Read Rates Blog Post:7 Mobile Engagement Statistics That Show How Push Notifications Boost ROI T

78、EMPLATES&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 Essential Resources Blog Post:How to Write a Better App Store Update(and Boost App Store Optimization)Blog

79、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 Message Center Inspiration GuideWant More Resources?Check out our online Content Library,Documentation and

80、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 1,000 cumulative push notifications in one month.That group included more than 63 million app users across 1

81、,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 volume of notifications received through December 2016.EXPLORE THE FULL SUITE OF MOBILE GROWTH DRIVERSAIRSH

82、IP 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 app required by leveraging mobile wallet passes to power your loyalty/reward cards,coupons,boarding pass

83、es,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 marketers to engage with web visitors through timely,relevant alerts.AIRSHIP REAL-TIME DATA STREAMING:Unloc

84、k 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:Create smarter,more informed campaigns with user-level mobile analytics.Easily re-target and re-message h

85、igh-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 trusted by thousands of businesses looking to grow with mobile.Every day,marketers and developers depend on

86、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