Remarketing is a tactic used to drive existing users back to your app by advertising to them outside of it, most often through push notifications or paid ads. The most effective remarketing efforts are segmented, both by actions a user previously took within your app and also by their current position in the app user lifecycle. Below are some highly effective ways to remarket to users:
PUSH NOTIFICATION OR DIGITAL AD TO LAPSED USERS: Does your team currently define a ‘lapsed user’? If not, they should. And while what lapsed means varies from app to app, based on our retention data, we’d be concerned if a user hasn’t opened your app in over 30 days.
Remarket to these users by serving up an engaging push notification that drives them to open the app or show them a compelling ad on Facebook that highlights an item they’ve viewed before to entice them to come back to your app.
PUSH NOTIFICATION OR DIGITAL AD TO POWER USERS: Remarketing also works at driving higher conversion rates and LTV from power users. Know a user loves Kate Spade and recently purchased a handbag? Serve up an ad for the matching clutch to drive an additional purchase.