Re-engagement marketing plays a crucial role in maximizing user retention and achieving long-term success. It involves re-establishing communication and interaction with churning users – those who have become inactive or disengaged after downloading or using an app. Many mobile marketers now prioritize re-engagement strategies due to their cost-effectiveness in retaining existing users compared to acquiring new ones.
One popular re-engagement strategy is retargeting, which effectively renews inactive users and encourages them to return to the app. By analyzing user data, such as previous interactions, preferences, and interests, marketers can create customized messages, notifications, or targeted advertisements to motivate users to re-engage.
Another popular re-engagement strategy is mobile remarketing. Mobile remarketing refers to using email to re-engage users who have provided their contact information via a web form. For example, users may enter an email nurture campaign that aims to encourage them to re-engage with a brand or receive offers that drive them back into the app.
However, remarketing on mobile devices presents challenges, particularly in providing a seamless path from email to app installation or usage. A broken user journey along this path can lead to lost users, downloads, and conversions. Ensuring a smooth transition and experience between email and app is crucial for maintaining a satisfactory ROI.
Re-engagement marketing strategies, such as retargeting and mobile remarketing, are effective techniques for revitalizing user engagement and driving app success. It is vital to employ them while considering the complexities and challenges associated with seamless user transitions.
Read more about Retargeting in 4 Pillars for Successful Retargeting
Remarketing and retargeting are similar in many ways, but they do have some subtle differences. While they are often used interchangeably, remarketing generally refers to reconnecting with users through email. It involves targeting individuals who have previously engaged with a website or social media account, using personalized messaging. Remarketing emails nurture leads, encourage repeat purchases, or re-engage inactive customers.
In contrast, retargeting utilizes paid advertisements, push notifications, and other multi-channel strategies. Its main focus is to keep the brand or product top of mind and entice users to return or take a desired action.
Implementing retargeting strategies provides numerous advantages for app developers and marketers.
1) Precise audience targeting ensures that re-engagement efforts are directed towards users who have previously demonstrated interest in the app. This targeted approach maximizes the chances of success while minimizing resource wastage.
2) Delivering personalized communication allows for the delivery of messages and content that are relevant to each user’s specific needs and preferences. Personalization fosters a sense of connection and value, increasing the likelihood of re-engagement and continued app usage.
3) Reminding users of the app’s forgotten or overlooked benefits and features enhances the user experience and reignites their interest in exploring the app’s value once again.
Retargeting can take different forms, similar to other marketing techniques. To re-engage users with an app, you can utilize the following retargeting strategies.
This approach involves targeting users based on specific actions they have taken within your app. Analyzing user data, such as past purchases, app usage patterns, or abandoned carts, allows you to create personalized campaigns that cater to their individual needs.
For instance, you might send a push notification offering free shipping to a user who has added items to their cart, visited the shipping and returns page in your app, but hasn’t made a purchase yet. Alternatively, you could target a user who has completed all previously available game levels but has push notifications turned off, informing them about new features or levels in your app through an ad.
This strategy involves targeting users based on the context of the web page or content they are currently viewing. It aims to deliver relevant ads that align with the specific content or topic of interest, even if the user’s previous behavior may not be directly related. This allows marketers to capture the attention of users who are actively engaging with content relevant to their offerings.
Learn how User Acquisition and Retargeting can support each other in UA + Retargeting.
Understanding whether a user is in the awareness, consideration, or decision stage enables marketers to design retargeting campaigns that align with their mindset and guide them toward conversion. For example, a user in the awareness stage who hasn’t engaged with a particular feature can be provided with additional information about your app, tailored to their other interests or behavioral data. On the other hand, a user in the consideration stage may be retargeted with social proof statistics to build trust.
Ad retargeting refers to the practice of reaching users who have interacted with your app or website through various platforms. Different types of retargeting ads are available, each with its own capabilities.
One such type is social media retargeting, specifically Facebook retargeting. By setting up a Meta Pixel on your website and obtaining user consent for cookies, you can track user activity and create custom audiences based on specific behaviors or actions. This allows you to effectively reach users who have engaged with your app or website on Facebook and Instagram.
Another type is display retargeting, which involves leveraging Google Ads retargeting. By implementing the Google Ads remarketing tag, you can show ads to users who have previously interacted with your app while they browse other websites or use other apps. This serves as a reminder of the value your app provides and encourages them to return.
Cross-device retargeting is another effective approach. With the increasing use of smartphones, tablets, and connected TVs, users frequently switch between devices throughout the day. Cross-device retargeting helps you deliver targeted ads or messages across different platforms, ensuring consistent brand exposure and increasing the chances of re-engagement.
One particularly popular form of retargeting is CTV retargeting. As streaming services gain popularity, CTV offers a unique opportunity to capture attention and drive conversions. By tapping into the large and engaged audience consuming content on these devices, marketers can effectively reach users and boost conversions.
It is important to note that while retargeting ads can be highly effective, proper attribution and compliance with privacy regulations should be maintained.
What does the retargeting funnel look like in action? Once users have initially engaged with an app, the app developer and/or marketer can analyze the app’s analytics to identify users who have not recently converted but have a high potential lifetime value (LTV). These users are then segmented into audience groups based on the types of retargeting mentioned above. With segmented audience data, you can now send personalized push notifications or ads to re-engage these users. These ads serve as reminders of the products they viewed or abandoned, highlight new offerings, or offer exclusive discounts. By keeping your brand top-of-mind, you increase the chances of users coming back and completing desired actions.
Discover how retargeting applies to gaming in 5 tips for successful retargeting ads in gaming.
With the implementation of ATT (App Tracking Transparency), users now have more control over their privacy settings, including the ability to grant or deny app tracking permissions. Especially for apps exclusively available on iOS, it is crucial to optimize for opt-ins early on to gather the necessary data for effective retargeting advertising. Learn more about obtaining more opt-ins.
Before launching a retargeting campaign, it is essential to clearly define your objectives and key performance indicators (KPIs). Whether you aim to increase in-app purchases (IAPs), improve user engagement, or drive more sessions, having well-defined goals will guide your campaign strategy and measurement approach.
Finding the right balance in the frequency and duration of your retargeting ads is crucial. Displaying too many ads too frequently can be bothersome to users, while too few exposures may not have the desired impact. Conduct tests with different frequency caps and campaign durations to determine the optimal settings that maintain visibility without overwhelming or alienating your target audience.
Personalization holds the key to successful retargeting. Utilize engaging rich media ad formats that showcase products or content based on users’ previous interests, and construct compelling call-to-action messages that align with their specific needs and preferences.
Continual testing and optimization are imperative for maximizing the effectiveness of your retargeting campaigns. Experiment with various ad formats, creatives, messaging, and audience segments to identify what resonates best with your disengaged users. Regularly analyze campaign performance, make data-driven adjustments, and iterate to enhance results.
By implementing personalized and data-driven retargeting strategies, you can capture users’ attention, reignite their interest, and encourage them to re-engage with your app. Retaining existing users through re-engagement not only proves to be cost-effective but also contributes to long-term app success by fostering a loyal user base and driving positive business outcomes. Get in touch with Bigabid to start your retargeting campaign and grow your app