Push notifications can increase mobile application user retention rates and significantly boost engagement, according to Urban Airship’s Good Push Index study, released in November. The study analyzed 360 of its customers’ apps spanning numerous types, classifying them as “High Push Engagement” (opt-in users representing more than 75% of unique monthly users), “Average Push Engagement” (more than 50%), and “Low Push Engagement” (less than 50%). Retention of opt-in users was markedly higher for those classified as high push engagement.
For example, apps with high push engagement significantly outperformed those with no push engagement for retention rates in each month analyzed: month 1 (68% vs. 39%); month 2 (55% vs. 29%); month 3 (45% vs. 24%); and month 4 (39% vs. 19%). Apps with high push engagement sported a retention rate about 10% points higher than those with low push engagement for the first 3 months, before narrowing to a 5% point gap in month 4. Regardless of the push ranking, those with some level of messaging fared better than those without. Read the rest at MarketingCharts.
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