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Last updated on 2024年8月21日

You're launching a new product with mobile messaging. How can you ensure customer retention?

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Launching a new product is an exciting venture, especially in the dynamic field of mobile communications. With mobile messaging at the heart of your product, you're tapping into a ubiquitous and personal channel for user engagement. However, the real challenge lies in not just attracting customers but retaining them over time. Customer retention is critical for sustained success and growth. It's about creating a lasting relationship with your users through consistent and valuable interactions. To ensure your mobile messaging product doesn't just become another app that's downloaded and forgotten, you'll need strategies that resonate with your audience and keep them engaged long-term.

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1 Personalize Messages

Personalization is the key to making each customer feel valued. When you launch your mobile messaging product, use data analytics to understand user preferences and behaviors. Tailoring messages to fit individual needs and interests can significantly increase engagement. For instance, if your product is a shopping app, sending alerts about discounts on items users have previously shown interest in can make communication seem thoughtful rather than spammy. Remember, a message that feels personal and relevant is more likely to be well-received and can foster a stronger connection with your product.

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Jeannette Kocsis

Data-Driven Marketing Strategy Executive focusing on building marketing strategies that drive results | Team builder and mentor | Thought leader and CRM expert
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Solve a customer problem. Personalization makes it relevant to the individual; it is how we know which problem we are solving and the nuance of the answer. When we solve a customer problem, they remember. It’s what drives loyalty and retention. It may only be a moment in time or a repeating moment where customers need help. Mobile has the ability to be in the moment with the customer, which makes a compelling value proposition without the need for any gimmicks. You can get to the customer problems through research, with your customers or prospects. And then expand and evolve them over time, using data to both identify problems and know when they are happening.

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2 Offer Value

To keep customers coming back, your messages must offer real value. This could mean providing exclusive information, helpful tips, or special offers that are available only through your mobile messaging system. For example, if your product is a service-based app, sending timely reminders or helpful information can make your app indispensable to the user's daily routine. Ensure that the content of your messages enhances the user experience and adds to the overall utility of your product.

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Jeannette Kocsis

Data-Driven Marketing Strategy Executive focusing on building marketing strategies that drive results | Team builder and mentor | Thought leader and CRM expert
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Mobile apps and messaging are a direct reflection of the brand, more than websites or ads. It becomes personal to customers when it’s on their phone. A bad app experience or poorly written SMS influences how customers feel about the brand. It represents how the brand feels about you - did they bother to make a good app? When you download a banking app but can’t make a payment, you may start looking for another bank. When alerts come 3 hours too late, you will probably opt out. The experience is part of the value in mobile, so invest in the right experience based on your customer needs.

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3 Optimize Timing

Timing is everything in mobile communications. Bombarding users with messages at inconvenient times can lead to frustration and app uninstalls. Analyze user data to find the optimal times for sending messages, which can vary by demographic or individual preference. For instance, a fitness app might send motivational messages in the morning when users are most likely to work out. By optimizing the timing of your messages, you ensure that they are seen as helpful nudges rather than interruptions.

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Jeannette Kocsis

Data-Driven Marketing Strategy Executive focusing on building marketing strategies that drive results | Team builder and mentor | Thought leader and CRM expert
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Look into using AI to optimize message timing based on historical data. Do audits every few months to ensure your messages are in fact reaching the customer when you intended it to. Late messages decrease in value, and sometimes can cause issues for your customer. Gate changes at the airport, package arrival in your front porch, food delivery arrival; all examples of messages that you need in the moment. Getting a message about an order being delivered the next day is useless.

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4 Encourage Feedback

Encouraging customer feedback is a powerful way to improve your product and show users that their opinions matter. Implement a system within your mobile messaging platform that makes it easy for users to provide feedback. Whether it's a simple rating system or a more elaborate survey, the information gathered can guide future updates and features. Plus, engaging with users and acknowledging their input can increase their investment in your product.

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Jeannette Kocsis

Data-Driven Marketing Strategy Executive focusing on building marketing strategies that drive results | Team builder and mentor | Thought leader and CRM expert
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Feedback is great to have, but make sure you put monitoring into place to answer concerns or problems. I recently used an app that would not give me a way to contact customer service so I added it to my feedback. It still has not been addressed. Just make sure that you offer more than one way for a customer to provide feedback or you may end up with reviews that could have been resolved prior to being published.

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5 Foster Community

Building a sense of community around your product can lead to higher retention rates. Use your mobile messaging platform to connect users with shared interests or goals. For example, a language learning app could enable users to exchange messages with native speakers. Creating a space where users can interact and support each other not only adds value to your product but also encourages regular use and long-term engagement.

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6 Analyze Results

Finally, continuously analyze the effectiveness of your retention strategies by monitoring key metrics such as open rates, response rates, and churn rates. Use this data to refine your approach and make informed decisions about future messaging campaigns. A/B testing different messages and strategies can also help identify what resonates best with your audience. By staying data-driven, you can adapt to changing user preferences and keep your retention rates climbing.

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Amani Muaz (JY5IL)

Telecom Engineer | Over 5 Years in Quality & Project Management | Business Continuity Management| Performance Analyst | Google Women Techmakers Leader | Google Developer group | IEEE Member | Multilingual Problem Solver
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To ensure customer retention in a mobile messaging product launch, continuously analyze key metrics like open rates, response rates, and churn rates. This data-driven approach allows you to refine your strategies and make informed decisions for future campaigns. Implement A/B testing to determine which messages resonate best with your audience. By adapting to changing user preferences and optimizing your messaging, you can effectively boost retention rates and maintain strong customer engagement.

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You're launching a new product with mobile messaging. How can you ensure customer retention?

1

2

3

4

5

6

1 Personalize Messages

2 Offer Value

3 Optimize Timing

4 Encourage Feedback

5 Foster Community

6 Analyze Results

Mobile Communications

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You're launching a new product with mobile messaging. How can you ensure customer retention?

1

2

3

4

5

6

1 Personalize Messages

2 Offer Value

3 Optimize Timing

4 Encourage Feedback

5 Foster Community

6 Analyze Results

Mobile Communications

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