Mobile Marketing Automation Isn’t the Silver Bullet for Your User Retention Problems

October 15, 2019
Mobile Marketing Automation Isn’t the Silver Bullet for Your User Retention Problems
General

If you’re looking to improve your customer retention rates you’re likely drowning in a deluge of proposals from every mobile marketing platform. Take a step back from that tempting list of shiny, new martech tools and breathe.

Simply adding mobile marketing automation to your processes will not magically enhance your retention numbers.

Let me be clear: tools are great. Almost every mobile app marketing automation tool can solve the problems of “sheltered” martech software refusing to interact nicely with others, even though they’re all on the same playground.

Plus, these tools help solve the volume problem that marketers face. Automation is a real boon for those struggling to accomplish a lot of the tedious, admin-type tasks related to marketing.

But simply throwing a tool into the mix isn’t the solution.

The Fallacy of One Magic Solution

As your organization struggles with retaining mobile app users, you have to do your due diligence on each possible platform, looking for that one magic solution among literally a dozen or more alternatives that all sound alike.

Don’t expect this platform to solve your retention woes the second you switch it on.

At the end of the day, it’s like buying a wrench when your faucet is leaking. No tool will fix the problem unless it’s used the right way.

When evaluating a tool for your stack, there’s a lot of marketing hype you have to get through, not to mention the buzzwords and jargon that must be deciphered.

Plus, every brand is unique in its needs, existing martech stack, and user base. You need to ask the right questions from each vendor so you can properly vet each option.

Solving your retention problem needs more than just a mobile marketing automation tool. It also requires:

What is Mobile Marketing Automation?

Mobile marketing automation is a software tool that allows marketers to execute and manage marketing processes. These processes can be anything from scheduling email nurture drips to sending out a series of onboarding push notifications or in-app messages.


What is mobile marketing automation?

The point of the software is to make mobile marketing tasks easier to accomplish, and allow the system to take care of executing mundane tasks, including: segmenting users, scheduling  messages, and personalizing offers.

An important note though: automation here does not mean “zero human interaction.” Marketers still have to create nurture drips, omnichannel campaigns, and most importantly, write the persuasive copy that gets the prospect into the marketing funnel.

How Marketing Automation Can Aid in Retention

With that said, automation does provide a powerful lift in all processes that deal with retention. When you use it to properly aid your strategies, it can effectively drive up conversions, and grow revenue for your business.

Here are 4 ways mobile marketing automation can drive user retention and growth.

1. Assists in User Segmentation

In a Liana Technologies survey, 68.5% of respondents say that improved message targeting is the most important benefit of marketing automation.1

And their opinions are backed by results: personalized push notifications have been found to boost engagement by almost 10%, according to our own data.

And it’s even better if these segments can be automatically built by looking at how users behave. That’s the secret power behind our RFM analysis tool, which breaks users into groups based on how recently or how often they’ve engaged with your brand.

Automation makes it easier to segment them, which makes it clear which offers and CTAs will resonate with users in each group. And you’ll know your segments are working when engagement, and retention, rises.

2. Improves Customer Experience

We define the customer experience as the sum of all interactions between a user and your brand. And automation can improve these interactions in two areas: timing and personalization.

Timing
One huge area is the timing of omnichannel campaigns. With automated tools, you can carefully plan out a strategy that involves what offers to send out and allow the system to choose what to send out on each channel or device… and when.

This way, your mobile marketing automation tool can use the data behind each user segment and say: “This user segment checks the app first thing in the morning, so on day 1, let’s send them an in-app message at 7 AM when they get up.”

Content Choice
The second way automation can aid in CX is by sending content a user wants to receive.

Remember that 77% of buyers want different content at each stage of their research.2 So sending a loyalty program invite to a someone just learning about your brand will be an easy way to lose that user.

Take a look at your email nurture drips — this is a solid channel for sending relevant content to a prospect and moving them through the AIC (Acknowledge-Interest-Conversion) framework of engagement until they convert into paying customers.

For example, a user in the Acknowledge layer is someone who has clicked on a push notification, or has just launched the app. You don’t want to inundate them with product bundles and promo codes just yet. Send them reminders to complete certain in-app actions or spotlight key features instead.

And having automation work out which material to send to whom is key.

3. Drives the Onboarding Process

Automating your onboarding process seems like a default setting nowadays, but you’d be surprised how many mobile apps still send onboarding communication in a haphazard manner, cobbling together email and push notification drips that rely more on luck and manual oversight than actual strategic thinking.

The trick is to use automation to make your onboarding easier — send a chain of emails and push notifications that are specific to a user segment, and allow the campaign to run its course.

4. Solves for Abandoned Carts

The average cart abandonment rate in 2018 was 76%.3

Probably one of the most useful ways marketing automation can make a difference is to assist your brand in reclaiming the large number of abandoned carts you experience on a daily basis.


How mobile marketing automation helps solve abandoned cart problems

Have your marketing software send out an automated reminder to a customer who has left an item in a cart.

Have it keep sending reminders on a daily basis until that item is either bought or deleted from the cart.

Allow this data to send out retargeted ads to the customer so that they see the same item when they’re browsing Facebook or reading their emails from an online service.

Mobile Marketing Automation is Just One Tool

In the end, whatever mobile marketing automation you choose, keep in mind that it’s just a tool that still needs to be used properly in order for it to solve your engagement and user retention challenges.

Of course, it helps if you select a mobile platform like CleverTap, which gives you a complete set of marketing automation tools. Take our platform for a spin today and find out how we provide brands with real-time analytics and a full suite of engagement tools.

See how today’s top brands use CleverTap to drive long-term growth and retention

Schedule a Demo Now!