The age of SPAM is over. The age of the personalized communications is now.
Businesses who understand this paradigm shift are reaping the rewards. In the latest Kahuna Mobile Marketing Index for Q3 2015, we share insights on how to effectively communicate with your customers and the business results achieved by doing so. As mobile experiences improve across the board, customer expectations shift. They’re less satisfied with the status quo and expect better, more personalized experiences which includes how and when they are communicated with.
Among the key findings this quarter: more than 70% of customers of mobile-centric brands open their email on mobile devices. The finding underscores the importance of omnichannel integration, as customers increasingly rely on mobile devices for a wide range of communications—push notifications, in-app messaging, email, and more.
Other key takeaways include:
- Push notification opt-in rates increased slightly to 64%. Android continues to have a much higher opt in rate than iOS due to their automatic opt in, but with the permission changes associated with Android Marshmallow, brands must keep a close eye on this metric.
- Compelling messaging has a material impact on churn rates and uninstalls. The data reveals intelligent communication can increase 90-day retention by as much as 5x in certain categories. The data also showed that, in some cases, users were actually less likely to uninstall an application if they had received a message within at least 30 days.
- The rise of ad blocking emphasizes the importance of customer retention. Brands must lean on owned communication channels like push notifications, in-app messages and email to maximize retention. The data reveals personalized communication increases 90-day retention rates by as much as 185%.
The Kahuna Mobile Marketing Index provides deep insights into how relevant, timely, and contextual marketing communications can impact opt-in rates, retention, email open rates, and opt outs and uninstalls. It also includes tested tactics companies can take to improve each metric. This report is the second in a series of quarterly benchmarks that Kahuna will deliver in order to spotlight benchmarks companies in all verticals should strive for.