5 Best Strategies for Effective Mobile App Re-engagement

Hilit Mioduser-Ames | January 22, 2020
VP Growth, Re-engagement

App users can be fickle and abandon rates are high; 25% of apps downloaded are only used once and 80% of users churn within one day of installing an app.

These statistics can be daunting when considering that a significant part of your marketing budget is allocated to user acquisition. The stakes are high, especially if you simply let these users leave after the initial download.

The solution to eliminating users that fall through the cracks is to run in-app ad campaigns to re-engage users. This not only increases the return on investment, but also mitigates churn and boosts in-app spend. 

Re-engagement vs. Retargeting: What’s the difference?

Before jumping into the mobile strategies to use, let’s define two terms that are often times used interchangeably but are really two distinct things.

Mobile app re-engagement campaigns are used to bring back dormant users. Think about the users who were active and completed some actions within your app but haven’t engaged with it for some time. These users need a reminder about how great your app is and how it serves their needs.

The goal of retargeting campaigns, on the other hand, is to activate and convert users. This can include getting users to complete a registration form or make a first-time purchase.

To reduce churn and increase customer lifetime value (LTV), you need to use both mobile re-engagement & retargeting strategies. Both approaches rely heavily on data insights to target the right user at the right time with the best performing creative.

In this post, we’ll focus on mobile re-engagement strategies. Stay tuned for our future post where we will dive into retargeting strategies.

Segment Users & Test Campaigns

Continuously testing and optimizing your campaigns is an integral part of a re-engagement strategy. You can segment users based on app events and timeframes, such as those who’ve viewed specific content or purchased an item within the last thirty days.

For gaming apps, you’ll want to target players who have unlocked an achievement or reached a certain level within the past fifteen days but then stopped playing.

Once you have these segments, you can A/B test creatives to find the right combination of messages, CTAs, and video content that works to re-engage users, bringing them back to your app.

Create Dynamic Personalized Ad Campaigns

Dynamic ads use real-time automation technology to create personalized campaigns based on each user’s past behavior within an app. By connecting users to previously viewed items or relevant content, dynamic ads deliver an extremely effective channel for driving engagement. Each ad’s CTA button is deep-linked to a specific product page inside your app, making it easy for the user to complete a purchase.

Always Have Fresh Creatives

Ad fatigue is a real thing. Seeing the same ad numerous times, the audience will tune it out and your ad dollars are wasted. For users to pay attention to your ad, show them new creatives that pique their interest. These ads could promote a limited-time sale for an e-commerce app, highlight newly released levels for a gaming app, or even offer a discount for renewing an insurance policy in early. 

Choose the Right Ad Format

Not all ad formats are created equal. Banner or display ads are the most popular format, however, the space for graphics and text is minimal which limits your brand message. Instead, opt for more immersive, full-screen video ads shown at natural breaks throughout the app.

Native ads can be incorporated into your re-engagement ads strategy as they are highly compelling. Their ability to mimic the environment in which they are served feels less intrusive to the viewer. The result is an engaging experience, leading to increased brand recognition and the likelihood of a user re-engaging with your app.

Putting It All Together

When used alongside user acquisition campaigns, re-engagement marketing strategies will help to achieve and surpass KPIs (key performance indicators). Mobile engagement ads allow you to connect with users wherever they go while improving the user experience through personalized communication and offers. With the right strategy in place, you’ll be able to increase conversion rates, retain valuable users, and increase their LTV, all of which lead to app success.