You’ve optimised your app store optimisation (ASO) and your organic user base is growing day by day. That’s a great start, but the journey doesn’t end there.
While acquisition is essential, retention is where long-term success lies, and this is where mobile customer relationship management (mobile CRM or mCRM) comes in. Mobile CRM forms a key part of any robust app growth strategy. Without it, you risk losing the very users you’ve worked hard to acquire.
The retention reality
Did you know that 96.3% of users on iOS churn within the first month, and on Android, this is even higher at 97.9%.
Understanding why users churn is the first step towards preventing it. Typically, there are four main reasons:
- They don’t see the value in your app
- They’ve simply forgotten about it
- Your app crashes a lot and doesn’t work
- They’ve been overwhelmed with too many messages and decided to uninstall
An effective mobile CRM strategy helps address each of these issues, boosting retention, reducing churn, and keeping users engaged over time.
What is mobile customer relationship management?
Mobile CRM is the strategy and set of tools used to manage and nurture relationships with users throughout their mobile journey. Unlike traditional CRM, which often focuses on desktop or broader customer touchpoints, mobile CRM is specifically designed for the unique behaviours and needs of mobile app users.
It’s not just about sending a few push notifications or newsletters, mCRM is about creating a lifecycle strategy that keeps users engaged, active, and satisfied from the moment they install your app.
At its core, mobile CRM allows you to:
- Onboard users effectively
- Re-engage users who are at risk of churning
- Encourage subscription
- Drive repeat actions or purchases
- Build long-term loyalty and advocacy
What are the key channels of mobile CRM?
Mobile CRM typically operates through three main communication channels:
1. Push notifications
These are short, timely messages delivered directly to a user’s device, ideal for nudging users back into the app, alerting them to updates, or reminding them of incomplete actions. The key is to personalise and avoid overuse, as poorly timed or irrelevant push notifications can quickly lead to uninstalls.
2. In-app messaging
These messages appear while a user is actively using the app. They’re perfect for onboarding flows, feature introductions, and promotional offers. Since the user is already engaged, in-app messaging is a powerful way to guide them toward the next step in their journey.
3. Email
Though it may seem less immediate, email remains a vital part of mCRM. It’s well-suited for more detailed content, such as product updates, personalised offers, newsletters, and win-back campaigns. Email can complement your in-app efforts by maintaining contact even when users aren’t actively using your app.
Beyond messaging: mobile CRM as a data-driven engine
A great mCRM strategy is underpinned by data and automation. It relies on real-time insights into user behaviour, preferences, and lifecycle stage, allowing you to send the right message to the right person at the right time.
With proper segmentation and dynamic messaging, your mCRM system becomes much more than a communication tool; it becomes a retention engine that turns one-time users into lifelong advocates.
How to build a winning mobile CRM strategy
Creating an effective mCRM strategy involves several key steps:
1. Gain permission first
You can’t communicate with users if they haven’t opted in. Make sure your opt-in prompts are clear, timely, and explain the value of staying connected. This is known as permission priming.
2. Get the timing and copyright
As with any communication strategy, timing and messaging are crucial. The goal is to be helpful, not disruptive. Well-timed messages with compelling copy can significantly increase user engagement.
3. Segment your audience
Not all users are the same. With a robust analytics platform and consolidated data, you can segment your audience and deliver targeted, personalised messages that speak directly to their behaviour and preferences.
The right message to the right user at the right time can make all the difference.
What’s next?
So now we know the higher your retention rate, the more value you gain from every penny spent on user acquisition. It’s not enough to drive downloads; you need to keep users engaged, satisfied, and coming back for more.
That’s why mobile CRM isn’t just a “nice to have”, it’s an essential part of any sustainable mobile growth strategy. By investing in a thoughtful, data-driven mobile CRM approach, you’re not only reducing churn but also building stronger relationships with your users over time.
Get in touch with our app marketing experts to find out how mobile CRM can power your app’s long-term success.
