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User retention is a metric that measures how well you can keep users from uninstalling. Since mobile apps lose 77% of its Daily Active Users (DAUs) within the first 3 days, this metric is critical to gauge how well (and how long) your app can survive.
To define it more clearly: user retention (or mobile app retention) is essentially about getting users to keep coming back to your app.
And the only way to do this is to engage them. To connect with them and get them to respond by using the app: reading, clicking, buying, upgrading, sharing, and much more.
Engagement means sending emails, push notifications, in-app notifications, and web notifications. It means enticing users with offers, discounts, and promotions. It means communicating with them and personalizing your communication so that users want to receive what you send.
All mobile apps are leaky buckets. And by that we mean, they are losing users faster than these can be acquired. The average app loses 77% of its Daily Active Users (DAUs) within the first 3 days. Within 30 days, it’s lost 90% of its DAUs. And by 90 days, that number jumps to over 95%.
App retention is a strategy to keep users from uninstalling.
The benefits are astounding!
The challenge in retaining users is to engage them consistently – to reach out with personalized push notifications, emails, and omnichannel campaigns that invite them back into your app. The more they use your app, the better your chances at retaining them as a customer and the better the customer lifetime value (CLTV) of that user is.
Your customer retention strategy should contain tactics to engage users at various stages during the customer lifecycle.
For a more detailed explanation of each tactic, download our User Retention Pocket Guide.