Push Notification

When a user is in your app, notifications in app can pop up to showcase new updates or features, greet the user to the platform, or provide guidance through instructions or training on how to use the app.

App retention refers to the capacity of an application to sustain users' engagement and activity for a specified duration after they have downloaded and installed it on their devices. It gauges the proportion of users who revisit the app after their initial download and reuse it. Essentially, app retention is an indicator of user loyalty and demonstrates the app's ability to deliver a positive user experience and satisfy user requirements over time. Retention rates are typically measured on Day 1, Day 7, and Day 30. High app retention rates are critical for the success of an app because they suggest that users perceive value in the app and are inclined to continue using it in the future.

A reactivation campaign (also called a re-engagement or win-back campaign) is a marketing initiative specifically designed to bring back users who have previously churned, lapsed, or become inactive. Unlike retention efforts that target currently active users, reactivation campaigns focus on users who have already disengaged — whether they unsubscribed, stopped opening the app, or uninstalled it entirely. Effective reactivation campaigns leverage multiple channels including push notifications (for users who still have the app installed), email (for users who uninstalled but provided an email), paid retargeting ads, and SMS. The messaging typically highlights what's new since the user left, offers a special incentive to return (such as a discounted subscription rate or extended free trial), or triggers an emotional connection to the value the user previously experienced. For subscription apps, reactivated subscribers often have higher retention rates than first-time subscribers because they already understand the product's value proposition.

A win-back campaign is a targeted marketing initiative designed to re-engage and resubscribe users who have previously cancelled or allowed their subscription to lapse. Unlike general reactivation campaigns that target any inactive user, win-back campaigns specifically focus on former paying subscribers — users who previously saw enough value to pay but chose to leave. Win-back campaigns leverage the unique advantage that these users already understand the product, have already provided their payment information (in many cases), and demonstrated willingness to pay at some point. Effective win-back strategies include: personalized email sequences highlighting new features or content added since the user left, limited-time resubscription offers at a discounted rate, Apple and Google's native promotional offers for lapsed subscribers (which can be targeted at specific user segments), push notification re-engagement for users who still have the app installed, and paid retargeting campaigns on social and display networks. Both Apple (through Subscription Offer Codes and promotional offers) and Google (through Resubscribe offers in Play Billing) provide built-in mechanisms for offering special pricing to lapsed subscribers, making it easier to implement win-back offers that feel integrated with the platform experience.

The mobile app onboarding process involves a series of steps that new users take to get started with an app. This process entails guiding users through the product, providing relevant information, and helping them set up their accounts. This is the first opportunity for users to understand the value of your product. By the end of the onboarding process, users should be familiar with the mobile user interface (UI), navigation patterns, and basic app functionality. A smooth app onboarding process can increase app usage as it reduces user uncertainty and frustration.