Re-engagement

What is re-engagement

Re-engagement in the mobile internet advertising industry and ASO (App Store Optimization) field, it refers to a series of strategies and actions taken by enterprises or developers to bring back users who have used their applications before. These users may have reduced their use of the application or even stopped using it completely due to various reasons, such as the loss of novelty, the attraction of competing applications, changes in usage scenarios, etc. Re-engagement is to rekindle their interest and enthusiasm for the application, making them active users again.

Relationship with ASO (App Store Optimization)

Improve user retention

Re-engagement strategies help improve user retention rates for apps. User retention rate is an important metric in ASO, and a high retention rate indicates that the app meets users' needs and has a good user experience.

Add user reviews and ratings

Users who return to the app are more likely to leave positive reviews and high ratings if they have a good experience during their re-engagement. Reviews and ratings are one of the core elements of ASO. Positive reviews and high ratings can attract more new users to download the app, and also help improve the app's ranking in search results.

Optimize keyword ranking

Re-engagement activities can promote users' search and usage behavior within the app. The data generated by these behaviors can help developers better understand user needs and interests, thereby optimizing the app's keyword strategy, which can increase the exposure rate of the app in the app store search results.

Methods of implementing re-interaction

Personalized message push

Send personalized messages to users based on their historical behavior and preferences. For example, for a user who often uses the news app at night, you can push the latest news related to the user's focus area during the evening hours.

Reward Mechanism

Reward users who return to the app, such as points, coupons, virtual items, etc. These rewards can motivate users to use the app again and increase their usage frequency.

Social Interaction

Use social networks to promote re-engagement. For example, encourage users to invite their friends to use the app or set up social sharing features within the app so that users can share their experiences.

Challenges and Countermeasures

Data privacy issues

When implementing re-engagement strategies, it is necessary to collect and use user data. As users' attention to data privacy continues to increase, companies need to comply with relevant laws and regulations to ensure the security and privacy of user data. This can be achieved by strengthening data encryption, clearly informing users of the purpose of data usage, etc., to enhance users' trust.

User Dislike

If the interactive strategy is too frequent or the content is inappropriate, it may cause users to be disgusted, resulting in users uninstalling applications, canceling subscriptions, etc. Therefore, enterprises need to reasonably control the frequency and quality of information sent to ensure that the information sent is valuable to users and avoid disturbing users too much.

In short, re-engagement plays a crucial role in the mobile internet advertising industry and ASO. It can help developers and enterprises better retain users, improve the competitiveness of applications, and enhance market performance.