It’s Time to Focus on Retargeting and Re-Engagement
With less than 80 days until Christmas, many Ecommerce apps are making final adjustments to their marketing plans for Q4. Data from YouAppi proves that there is still time to run app retargeting and re-engagement campaigns to increase holiday sales, say, Meiry Vaknin, VP Strategic Partnerships, YouAppi.
Getting new users is no longer any marketer’s top concern.
With users increasingly migrating to mobile devices for Internet-enabled content, and with most users over 14 in the US, Canada, Europe and Asia already doing so via smartphones, the critical marketing battle – for all but new products and services – is to retain users.
Retention-focused tactics which enable marketers to re-establish relationships with their customers via apps are retargeting and re-engagement. Retargeting is well-suited to a user who installed an app but didn’t proceed down the funnel to make a purchase while re-engagement is designed for formerly active users who have become dormant.
Learn More: How Big-Box Retailers Are Helping to Reinvigorate Brick-and-Mortar in the Age of Amazon
With this in mind, our team at YouAppi looked at the results of our retargeting and re-engagement efforts from the 2018 holiday season and the results will be helpful for eCommerce Apps and DTC brands still looking to increase sales in the 2019 holiday season.
First, when we compared the results of our test group – the ones who were exposed to retargeting and re-engagement ads – with our control group – who were not exposed to any app retargeting or re-engagement ads, we found that the test group users had a greater than 70% increase in conversions.
Second, the average order size for the test group that was exposed to the retargeting and re-engagement ads were twice as much as the control group.
Finally, we found that holiday-focused ad creative generated a 30% greater conversion rate than ads without holiday-focused creative.
Before running our app retargeting and re-engagement campaigns – which were fully programmatic – YouAppi’s Dynamic Audience Segmentation Engine segmented all users into granular cohorts based on app visit recency and frequency and purchase funnel position. The specific user groups targeted with app retargeting and re-engagement ads included recent installs with no purchases, users who abandoned products in their shopping cart and users who had previously made purchases. By utilizing YouAppi’s user acquisition post-install data, our technology was able to improve the effectiveness of our re-engagement app retargeting.
So with less than 80 days until Christmas, eCommerce and DTC marketers still have time to run app retargeting and re-engagement campaigns in order to retain users, optimize performance and increase revenue. Proprietary machine learning algorithms and custom audience builder with real-time data processing and granular segmentation enable YouAppi to utilize insights acquired from post-install event analysis in order to run more effective app retargeting and re-engagement campaigns.
Learn More: E-Commerce Tips to Master the 2019 Holiday Shopping Season
With more and more of the customer’s journey occurring via mobile devices, app retargeting and re-engagement are becoming important tools in marketers’ arsenal. And as we’ve seen in our work with these tactics over the last three years, identifying the most relevant post-install events for each product or app enables creating retargeting and re-engagement campaigns that can bring back an app’s most lucrative users.
