Kahuna Mobile Marketing Index: Smart Messaging Doubles App Retention

Industry benchmark data finds the majority of emails are now opened on mobile devices

REDWOOD CITY, Calif.–(BUSINESS WIRE)–Brands can double mobile user retention rates with smart messaging, according to the latest industry benchmark released by Kahuna, the leader in marketing automation for the mobile era. The consumer app market is getting extremely competitive, and the data shows that personalized messaging based on each customer’s unique context can provide a distinct competitive advantage.

The Kahuna Mobile Marketing Index can be downloaded here, and the accompanying video here.

“Mobile apps and devices can foster a true, human connection between brands and their customers,” said Julie Ginches, CMO of Kahuna. “The brands that will win lifetime customer loyalty will do so by creating personalized, relevant, and timely experiences across all marketing channels.”

This Kahuna Mobile Marketing Index is the latest in a series of reports that analyze messaging opt-in rates, retention rates, mobile email consumption, and other valuable metrics for marketers. The quarterly report includes anonymized data from more than 400 million user profiles, across brands in 15 different verticals, including travel, sports, music, finance and eCommerce.

Other findings this quarter include:

  • Email is rapidly becoming a mobile-first medium, as the data revealed 84% of emails were opened on a mobile device. This represents a 14 percentage point increase from the last report.
  • Push notification opt-in rates remained steady across iOS and Android since the last Kahuna Mobile Marketing Index at 63%. Android rates remain significantly higher than iOS.
  • Intelligent messaging can prevent uninstalls. Customers are 23% less likely to uninstall an app after receiving a personalized message.

About Kahuna

Kahuna is a pioneer in marketing automation for the mobile era. We enable a new level of authentic engagement between brands and their customers through personalized experiences across all customer touchpoints—web, email, mobile, and social. Powered by big data and machine learning, we help create delightful experiences for every customer with the perfect message, delivered on the right channel, at just the right time.

Kahuna is trusted by Yelp, Overstock.com, The Weather Channel, and hundreds of other leading brands. Headquartered in Silicon Valley and with offices in New York, Kahuna was founded in 2012 and is funded by Sequoia Capital, SoftTech VC, Tenaya Capital, and others.


PAN Communications
Marki Conway, 617-502-4300