Appboy Launches Retention Analysis

Appboy, a provider of mobile marketing automation, has added retention analysis data, providing marketers with better insight into which customers are coming back into their company's mobile apps over time. By monitoring retention data, marketers can more effectively observe short- and long-term retention of their customer base, determine a baseline of when users naturally lapse, and develop omnichannel messaging campaigns to increase engagement and prevent user abandonment.

"Apps typically see a natural fall off of users after a certain time period or experience dips in engagement," said Mark Ghermezian, CEO and co-founder of Appboy, in a statement. "Instead of waiting to see if new users will stick around, Appboy's retention analysis allows marketers to draw on data reflecting engagement patterns experienced by past segments of users to proactively adjust your marketing outreach, preventing user declines before they ever occur."

Responding to trends discovered through retention analysis, social networking and messaging app textPlus implemented Appboy-powered onboarding campaigns to increase retention rates by 15 percent over prior efforts.

"Executing multichannel onboarding campaigns has led to a noticeable improvement in retention," said Nanea Reeves, president and chief operations officer at textPlus, in a statement. "Retention data has contributed greatly to keeping users engaged and increasing the lifetime value of our customer base."

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