Mobile marketing automation company Appboy has released its newest report, detailing the impact mobile messaging has on consumer engagement and retention.
The report found brands that send just one push notification to users encouraging them to complete the onboarding process will see a 71 percent increase in user retention over a two-month period.
According to the report, when those brands compliment this push message with a second message sent through another channel (like an email or in-app message), the app’s two-month retention increases by 130 percent, when compared to apps that send no messages.
Specifically, push notifications with less than 25 characters have the highest conversion rates on both iOS and Android, while longer messages have poorer performance. Furthermore, companies which include personalization in their messages see more than a 27 percent increase, on average, in the number of conversions associated with each push notification or email.
Appboy’s report detailed the success companies can find when using multivariate testing for their campaigns, which see them testing multiple versions of a message before launching in full. According to the report, when a message was tested using multivariate testing, and the best-performing version was selected to use in a campaign, that message received 40 percent more conversions than the control group.
These findings are in keeping with separate data from Localytics, an analytics and marketing platform for mobile and Web apps. In a report released in June 2015, Localytics found apps which send in-app messages were shown to have 2 to 3.5x higher user retention and 27 percent more app launches than those that do not.
Appboy’s complete report is available here.
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