As user behavior and the app industry continue to evolve amidst rapid technological advancements, the latest report by OneSignal addresses the pressing need for companies to adapt and innovate. With many apps competing for consumer attention and shrinking retention spans, effectively benchmarking app success has become the biggest challenge.
The company's annual State of Customer Engagement Report offers invaluable insights for marketers navigating the dynamic landscape of 2024. The report sheds light on the pivotal role of diverse messaging channels, content, and engagement strategies in achieving marketing objectives.
“Through our work in helping companies navigate omnichannel challenges, we’re finding that providing value, relevance, and utility to customers from a messaging and engagement standpoint are now equal non-negotiables and that companies can’t sacrifice if they want to succeed. The insights we’ve compiled in this report serve as a barometer for companies seeking clarity in the dynamic mobile landscape and provide essential guidance to help them achieve their goals,” says Josh Wetzel, Chief Revenue Officer at OneSignal.
Key revelations from the report underscore the necessity of multichannel engagement, with companies leveraging multiple messaging channels witnessing a significant 36% increase in average engagement. Moreover, those employing automated multichannel workflows experience a notable 14% rise in average 30-day retention rates.
In its State of Customer Messaging in the 2023 survey, OneSignal revealed that 88% of respondents had adjusted their marketing and engagement strategies for 2023 in response to the economic downturn.
Effective onboarding messages
Effective onboarding messages emerge as a critical factor in driving retention, with apps implementing such messages witnessing a noteworthy 24% boost in install-to-purchase conversion rates. In addition, utilizing multiple channels for onboarding leads to enhanced 1-day, 7-day, and 30-day retention rates.
The resurgence of emails
Email, once overlooked, is experiencing a resurgence as a revenue driver, especially when integrated into an omnichannel engagement strategy. Combined with push notifications, email proves instrumental in striking a balance between succinctness and depth in ongoing messaging endeavors.
Apple's Live Activities emerge as a potent tool for engagement, with apps incorporating them enjoying a substantial 23.7% increase in average 30-day retention rates, leveraging the lock screen's real estate for real-time updates.
Personalization is still the number one
Personalization remains paramount for optimal app engagement, with notifications featuring personalized content boasting a remarkable 344% higher engagement rate compared to generic notifications. Furthermore, apps incorporating localization, tailoring messages to language, time zone, and cultural nuances, witness a significant 160% spike in engagement rates.
As the landscape continues to demand diversification in communication and data-driven marketing becomes indispensable, the report serves as a roadmap for achieving omnichannel success and maximizing engagement in the digital realm.
