Remarketing is using messaging or advertising outside your app to bring back users who haven’t opened in a while. Like just about all app marketing, it gets the best results when it’s targeted to users. Segment your remarketing by the actions a user previously took within your app and their current position in the app user lifecycle.
REACH OUT TO LAPSED USERS.
First, make sure your team identifies a “lapsed user.” It varies from app to app, but a good rule of thumb is whether a user has opened your app in 30 days or less (based on our retention data).
How? Try a push notification or Facebook ad. The idea is to drive them to open your app again. Show off a new feature, or entice them with a special offer--whatever you think will drive engagement with these users.
PUSH OR IN-APP MESSAGE POWER USERS.
Remarketing can work well with your power users, too. Who are power users? They’re your most valuable users--the ones with higher conversion rates and Lifetime Value (LTV). Say a user regularly books flights on your app. They’re regularly in your app, so you can take the opportunity to tell them they can book their hotel, too, and offer a special incentive. The same kind of message would work well for a push notification, too.