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Smart Messaging Will Triple Your App Retention

According to Kahuna’s 2016 Q1 Mobile Marketing Index report brands can increase 90 day retention rates 3 times with smart messaging.  That’s great news, since retention is more profitable than an acquisition.

Not only does smart messaging increase retention, but the personal and timely communication will help to decrease uninstall rates and increase retention rates long term.

“Today’s consumer is defined by mobility and they decide where and when they expect a brand to message them,” said Julie Ginches, CMO of Kahuna. “Missing these expectations is no longer an option, and doing it well is a unique competitive advantage.”

The Kahuna Mobile Marketing Index is the latest in a series of reports that analyze messaging opt-in rates, retention, mobile email consumption, and other valuable metrics used by mobile marketers.

The quarterly report includes data from more than 400 million user profiles, across brands in 15 different niches such as:

  • Travel
  • Sports
  • Music
  • Finance
  • eCommerce

Other findings for this quarter include:

  • Email as a mobile-first medium is continuing to grow, as the data
    revealed 86% of emails were opened on a mobile device.
  • Push notification opt-in rates decreased slightly this quarter. Android
    rates continue to remain significantly higher than iOS.
  • Intelligent messaging can prevent uninstalls. Customers are 15% less
    likely to uninstall an app after receiving a personalized message.


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