Of all the components of the user lifecycle, retention is probably the most important metric for freemium apps and free-to-play games. Retention is indeed a direct factor in the computation of the lifetime customer value (LTV) of the users acquired. For instance, early retention metrics such as Day 3 retention can serve as proxies to assess traffic quality for ROI-positive user acquisition campaigns. Needless to say, retention is also a strong indication of the general quality of the app and its user experience.However paramount it is for app publishers, retention has a problem.
Like everyone else in the world we receive too many marketing emails at Applift. “Delete” and “Mark as Spam” are everyone’s favorite buttons. There are, however, a few newsletters that we very much look forward to receiving (besides that email Continue Reading