Podme
For Podme, it is important to build a habit among users to regularly use the app and thus counteract churn. At the same time, a solution cannot rely on manual mailings and constant content updates due to the resources this requires. To tackle these problems, we needed to find an effective solution that increased user engagement in the long term.
Challenges
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Building a habit among users to use the app
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Counteract churn due to inactivity
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Reduce the need to continuously set up manual mailings or update content
How did we do it?
Identify the need
Earlier this year, the team created a structure to discuss experiences and come up with new ideas. It was during one of these routine meetings that we realized our retention efforts needed to be strengthened.
Build Automation
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Inspired by market-leading apps, we chose to use Canvas to send a Push notification to customers who hadn't used the app in a certain number of days.
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A random message is selected from Braze's Catalogs and inserted into the notification, which adds an element of automation and content variation. The goal was to entice users to open the app.
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If the customer hasn't opened the app after a few days, they qualify to receive a new message until a conversion occurs.
Refinement
An initial test was conducted to balance how close together each message should be sent to minimize irritation. Going forward, the goal for each market is to find the optimal frequency to maintain app usage.
Results
20% increase in app usage
with a measurable positive effect up to 21 days after the message was sent.
Saved work time
New content now only needs to be created quarterly instead of before each send, freeing up time for other work.
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