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Andrew Chen has surprising insights into app user retention- a constant bottleneck for app growth.
In-app referrals is a tried and tested secret sauce behind the most promising and successful apps, such as Airbnb, UBER, Runkeeper and the likes. In this article, we’ve tried to share our insights on how to use this strategy to revive inactive users. But before moving forward let’s understand the true value of an inactive user and why In-app referral is the best way to bring them back from the dead!
Most app marketers don’t understand the real value of users that have churned and how to bring them back. That’s because they are the ones that once onboarded your app and stayed with it before they stopped using it. Before we go ahead and discuss how it can help app marketers do so, let’s take a brief pause and understand why this is important. Numerous studies support referral marketing, however, the one that stands out is done by the American Marketing Association. The latest Fiksu report highlights that the cost of acquiring an app user is constantly on the rise. The most significant use of in-app referral lies in the way in which it positively affects the customer life-time value (CLTV). Having understood the power of In-app referrals, let’s deep dive and evaluate various ways of using it to win back inactive users!
Whether it is a sign-up, install or a transaction, app marketers tend to collect email address of prospective users at all levels.
The Pinkberry mobile app has a firm grasp on the behavior of its app users as well as analytics and sends a “we miss you” email to its users who haven’t been active on its app for a while.
In-app referrals propelled by push notifications have the ability to charm inactive users like none other. We’ve mentioned the benefits of seeking feedback from users and how NPS is a great tactic to do so.

Using Net Promoter Score is a fantastic opportunity to make the first contact with such users. I love traveling in September and for the most part of the year, I’m a pretty inactive app user on the travel app of my choice.
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This space is constantly booming, and marketers have to constantly up their game to enjoy user attention and loyalty.
In one of his essays he has shared well-researched information on mobile retention numbers.
These apps leveraged the richness of word-of-mouth at various levels of their sales journey to stir delectable success stories! Along with this, we’ve stirred up some nifty ideas that work wonders when coupled with In-app referrals.
According to this report, the average value of a referred customer is 16% higher than that of a non-referred customer. With crisp data filtration,  app marketers can reach out to inactive users and encourage them to participate in their ongoing referral program.
Here’s the complete story on how they personalized and made this a sweet moment for the user.
According to a mobile marketing survey, 68 percent of consumers who have downloaded apps, have enabled the push notification feature. Ever imagined the situation when you were put off by a shoddy service, and there was no one to listen?
Once they have vented (in a way) their displeasure, app marketers can win their hearts by introducing a powerful way of earning incentives.

Just like me, there may be a plethora of users, who don’t hate your app but are seasonal in their approach. Not only did I book my tickets early but also pumped it up by using their amazing in-app referral campaign. It is a concoction of ingredients making it a fiery answer to almost all the problem faced by app developers, including the revival of dead users. She has a keen interest in mobile and digital marketing stories and dissects them - word by word. Just like most businesses, app marketers have often seen dipping their marketing efforts into their own secret concoction- the one that helped them attract users and grow.
The research also states that referred customers have a higher contribution margin and are more loyal and profitable in both short and long run.
By using a straightforward and time-tested technique like In-app referrals, app marketers can re-ignite the interest of its users, without wasting precious marketing dollars on fresh acquisition. An additional incentive along with the perks of an In-app referral can also work as a winning combination here. It may take a series of push notifications for inactive users to consider the offer, but with careful planning and attractive incentives, one can always turn the tables. A two-way approach will instill trust and referral incentives will keep them coming for more!
Re-targeting such users may be a tad tricky but season specific referral campaigns can get them back to the app a bit early. While users may delete or choose to ignore your email, frequent push notifications create a recall and may force them to come back to your app.

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