Developing daily habits among your audiences drives retention, and as Greg Piechota of INMA has said, retention will make publishers more money than higher ARPU. Push notifications and other app messaging can be a powerful tool for building those habits, with the most successful publishers seeing twice as much engagement as poor performers. To understand what drives success, Pugpig partnered with Airship, OneSignal, PushPushGo and Pushly and found: 

• The rewards outweigh the risks. – While most news publishers use push notifications, others are more reluctant, especially those with less frequent publishing schedules. The report proves the rewards from push notifications and other app messaging are much greater than any perceived risks. 
• Use app messaging to build habits immediately. – Airship found that the first 48 hours after downloads are critical to engaging new users with an app.  Multi-channel onboarding messaging, including email, in-app messaging and push notifications, builds the engagement necessary to make your app part of a new user’s daily habits. 
• Relevance drives messaging success. – The report includes three case studies, and the common thread is that successful publishers employed tactics to increase the relevance of their messages. 

The insights are included in a report on app messaging best practices, which includes clear guidance on how to use app messaging to increase engagement and retention to achieve your editorial and commercial goals. 

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Media businesses are facing their most difficult moment ever, Politico and Axios co-founder Jim VanderHei recently said as he ticked off challenges in audience acquisition and monetization. To compete, publishers have focused on understanding audience needs to refine their products to drive engagement and reader revenue. 

Against this backdrop, the role of apps is shifting as publishers take advantage of their traditional retention benefits while looking to develop them further to acquire new subscribers and engage new audiences, according to Pugpig’s latest State of Mobile Publishing Report. 

The report draws on industry insights, exclusive analytics data from the hundreds of apps Pugpig builds and a survey of more than 70 publishers. It provides actionable intelligence on how publishers can grow the audience and engagement for their apps, new opportunities with apps to increase first-party data and future app features that publishers believe will deliver on their editorial and business goals.

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This is a summary of the recently published Retention Economics report, collaboratively written by Kevin Anderson, Consulting Director at Pugpig, and Laura Graham, Media Practice Lead at Manifesto Growth Architects.

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