Mobile Marketer is reporting that a new report by Urban Airship and Wave Collapse suggests push messages really help app retention rates and engagement. They reviewed 360 apps' push messaging systems and were able to conclude that alone can help retention rates. Push messages are usually highly relevant to the user and can really help to drive consumers to the app. The report classified push messaging practices as high quality, average, or low. The results show that apps that received a "high" are retained at more than double the rate of opted-out users. Even practices that received a "low" still showed a significant difference in retention rates.
This study seems to suggest that if your app is not quite up to speed or not implementing push messages into its practices there is a major opportunity being missed there. Any app is pretty much useless if there is nobody actually visiting it and using it. Relevant push messages increase engagement by 388% for opt in users. With numbers like that it would be extremely hard to attempt to debunk them. Even low quality push messages are effective, do not miss out on that train.
This study seems to suggest that if your app is not quite up to speed or not implementing push messages into its practices there is a major opportunity being missed there. Any app is pretty much useless if there is nobody actually visiting it and using it. Relevant push messages increase engagement by 388% for opt in users. With numbers like that it would be extremely hard to attempt to debunk them. Even low quality push messages are effective, do not miss out on that train.
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