How to Improve Retention Rate with Off-Platform Communication Levers?
Off-platform communication levers are essential for extending the reach of retention efforts beyond the immediate boundaries of the platform. These levers are crucial for surfacing the right information to the right person at the right time, complementing but not replacing the core demand and supply/product levers.
This concept explores how strategic use of communication channels -- such as email, social media, and SMS -- can maintain user engagement and prevent churn.
Segmented Email Campaigns:
Email campaigns tailored to user segments can significantly boost retention by delivering personalized content that resonates with each user's preferences and activities.
Example: A SaaS platform might use analytics to segment users by activity level and send customized tips or feature updates that could help low-engagement users get more value from the platform.
Social Media Engagement:
Active engagement on social media helps sustain the community's connection to the brand, turning casual users into brand advocates.
Example: A fitness app might host weekly challenges on its social media pages, encouraging users to post their workouts and engage with other community members, reinforcing their commitment to the app.
Re-engagement Campaigns Through SMS and Push Notifications:
Using SMS and push notifications for re-engagement can effectively bring users back to the platform, reminding them of the value it offers.
Example: An e-commerce platform sends a personalized SMS about a flash sale on items similar to those previously browsed by the user, prompting immediate action and revisitation.
Takeaway:
In the previous skilleton, we've explored how retention is defined and the metrics used for different business models. And, in the current skilleton, we have gone through a structured framework outlining the broad buckets of retention levers, illustrating how they are similar to yet distinct from activation levers.
In the next series of concepts, we will go deeper into some specific strategies and tactics within each bucket, aiming to provide a more granular approach to enhancing user retention across different platforms.