Why you need an mCRM strategy | Mastering Mobile Marketing – Yodel Mobile Video Series

Over the coming weeks, we’ll be sharing with you some app basics, best practises and trends relevant to the mobile ecosystem. Our team at Yodel Mobile possess extensive knowledge of the mobile marketing fundamentals needed to ensure that your apps can be as successful as they can be. We will be sharing insights on topics such as app discoverability, searchability and conversion optimisation.
This week, Enid Lau, our App and Mobile Marketing Executive here at Yodel Mobile, explains why it is essential for your mobile marketing success to have a robust mCRM strategy in place. What is mCRM and how can you utilise permission priming and segmented push to really retain your app users? Enid answers all.


Hi, my name is Enid, Mobile and App Marketing Executive at Yodel Mobile. So you’ve brushed up on your ASO and your organic users are growing day by day. That’s great news! But the journey doesn’t end here. mCRM, or Mobile Customer Relationship Management, is essential to ensure that you retain the users that you acquire early on.

Did you know that even though the average user downloads nine apps per month, only 7.5% of these installs are still active users after the 30 day mark? That’s 92.5% of users who churn within a month.

The challenge

There are 3 key reasons behind why users churn.

  1. It might be that the user doesn’t see the value of your app
  2. They may have simply forgotten about your app
  3. If you’ve annoyed them with too many messages, users will probably delete your app altogether

The solution

This is where a sophisticated mCRM strategy steps in to save the day, improving retention and reducing churn and keeping happy users in your app.

Generally speaking, mCRM takes place across 3 main channels of communication: email, push notifications, and in-app messaging.There are a number of factors to take into consideration when building your strategy. First and foremost, you need to make sure that as many people as possible opt-in to receiving your messages, so that you can reach as many of your users as possible. This is known as permission priming.

And, as with any CRM message, timing and copy are key. If you’ve got a robust analytics platform in place and your data is well consolidated, you’ll be able to create segmented audiences, and send targeted, personalised messages which speak to your users when they’re most likely to listen, bringing them back into your app.

The results

The higher your retention rates, the more return you’ll gain from your acquisition investments. That is why implementing an mCRM strategy should be at the top of your priorities.

If you missed episode 1, where we discussed the importance of ASO, be sure to click here and check it out!

Want to find out more about optimising your app and keeping up with the latest OS capabilities? Make sure to subscribe to our Mastering Mobile Marketing video series. You can also get in touch by visiting the Contact Us page. Follow us on LinkedIn, chat with us on Twitter @yodelmobile, and join our #mobilemarketingUK LinkedIn group

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