Re-engagement in Mobile Marketing: Guide, Strategies, and Channels

What Is Re-engagement?

Re-engagement is the practice of targeting users who have installed an app but no longer use it regularly. Instead of focusing solely on acquiring new users, this strategy aims to reactivate those who are already familiar with the app.

How Does It Work?

The re-engagement process involves several key steps:

• Identifying inactive users: Behavioral data is analyzed to track user activity and detect those who have stopped using the app.
• Personalized ad targeting: Once these users are identified, specific messages are delivered to encourage them to return.
• Leveraging multiple communication channels: Various methods can be used to reignite user interest, including ads, push notifications, emails, and SMS.

Example: A food delivery app can target users who haven’t placed an order in 30 days by sending them a personalized discount code to encourage them to come back.

Why Is Re-engagement Important for Advertisers?

Re-engagement offers several strategic advantages for advertisers:

• Optimized return on investment (ROI): Acquiring new users is often more expensive than reactivating those who already know the app.
• Increased user lifetime value (LTV): The more frequently a user opens an app, the higher the chances of them making purchases or interacting with monetizable content. Maintaining a regular connection with these users encourages purchasing behavior.
• Improved overall app performance: A high engagement rate boosts an app’s ranking in mobile stores, increasing its visibility and attracting new users.

Example: A mobile game can entice inactive players to return by offering them a welcome-back bonus or exclusive rewards.t inciter les joueurs inactifs à revenir en leur offrant un bonus de bienvenue ou des récompenses exclusives.

What Are the Possible Re-engagement Channels in App Marketing?

Advertisers have several channels at their disposal to run effective re-engagement campaigns:

• Programmatic Advertising: Using targeted banners and video ads to capture users’ attention.
• Push Notifications: Instant messages sent directly to users’ smartphones to encourage them to reopen the app.
• Email and SMS Marketing: Powerful tools for personalized communication and attractive promotional offers.
• Social Media Retargeting: Ads displayed on platforms like Facebook, Instagram, or TikTok to re-engage users.
• In-App Referencing: Offering deals and recommendations directly within the app.

Example: A fitness app can use push notifications to remind users to follow their weekly workout program and offer them a personalized plan.

How to Implement an Effective App Marketing Strategy?

A successful re-engagement strategy relies on several key best practices:

• Audience Segmentation: Messages should be tailored based on the user’s level of inactivity. Some may only need a gentle nudge, while others might require more enticing offers.
• Content Personalization: Offering rewards, exclusive deals, or simply reminding users of the app’s benefits can help capture their attention.
• Timing Optimization: Re-engagement efforts should be timed strategically, targeting users when they are most likely to respond positively.
• A/B Testing: Experimenting with different approaches helps optimize campaign performance and identify the most effective messaging.

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

Although closely related, re-engagement and retargeting are distinct concepts:

• Retargeting focuses on reaching users outside the app through display ads or social media advertising.
• Re-engagement, on the other hand, includes all strategies aimed at bringing users back, whether through advertising, emails, push notifications, or other marketing actions.

Re-engagement and Privacy: How to Adapt?

According to Appsflyer, 88% of consumers are willing to share their data if it leads to a more personalized marketing experience. However, with increasing data privacy restrictions, advertisers need to adjust their re-engagement strategies.

Some solutions include:

• Leveraging first-party data to better understand and target users.
• Using SKAdNetwork to measure performance on iOS without compromising user privacy.
• Focusing on contextual campaigns based on content rather than individual tracking.
• Developing CRM strategies through email and push notifications to maintain a direct relationship with users.

Common Re-engagement Mistakes to Avoid

Despite its many benefits, poorly executed re-engagement can negatively impact campaign performance. Here are the main pitfalls to watch out for:

• Overly broad targeting: Failing to segment audiences properly can lead to high costs with minimal results. Campaigns must be tailored to user behavior.
• Excessive contact frequency: Bombarding users with messages can have the opposite effect, causing them to unsubscribe or disengage.
• Generic messaging: A one-size-fits-all approach is unlikely to capture attention. Personalization is key to maximizing impact.
• Ignoring data analysis: Failing to track performance and adjust campaigns accordingly can result in wasted budget.
• Neglecting user experience: Directing users to irrelevant pages or an unoptimized app can frustrate them and drive them away for good.

Key Concepts Related to Re-engagement

• LTV (Lifetime Value): The total value generated by a user over their entire engagement with an app.
• Churn Rate: The percentage of users who abandon an app.
• Capping & Frequency: Managing the number of ad exposures per user.
• Deep Linking: Redirecting users to a specific section within the app.
• Incrementality: Measuring the actual impact of a re-engagement campaign.

Key Takeaways

• Re-engagement is essential for maximizing user value and optimizing ROI.
• It targets inactive users with tailored campaigns designed to bring them back to the app.
• Best practices include audience segmentation, message personalization, strategic timing, and A/B testing.
• The main re-engagement channels include programmatic advertising, push notifications, email/SMS, and social media retargeting.
• Re-engagement differs from retargeting, which focuses on external advertising rather than in-app strategies.
• User privacy is crucial: Advertisers should leverage first-party data and use privacy-compliant solutions like SKAdNetwork.
• Avoid common mistakes such as poor targeting, excessive messaging, impersonal communication, and lack of data analysis

Conclusion

Re-engagement is a powerful tool for maximizing the value of acquired users. By implementing a well-structured strategy and complying with evolving privacy regulations, advertisers can significantly enhance their marketing performance.