The fitness apps industry is on a remarkable upward trajectory, fueled by a global shift towards health and wellness. As the market continues to expand, surpassing $83.15 billion, app owners are now focusing on innovative features to increase user engagement.
Users readily pay for subscriptions to quality apps that support their personal health and fitness journeys..
If you’re running a fitness app, you’d know how increasing your paid subscription base is critical, and for that, you need to increase user engagement on your app as well.
Keeping your users engaged while consistently delivering value is crucial to cushion the blow of competition. A data-driven mobile marketing strategy can help you get noticed and win love from your users.
Delving deeper in this post, we’ve outlined 4 key mobile marketing best practices that are critical to increase user engagement and retention for apps in this category:
1. Pay close attention to the frequency and timing of push notifications
Excess of anything is bad. Pushing too much content gets intrusive.
Along with frequency, it is important to send the content at the most appropriate times. Maintain a schedule to control the frequency and timing of push notifications effectively.
Leverage historical and real-time data to identify when users are most receptive to your campaigns, optimizing timing based on insights.
Optimizing your send times using the power of machine learning can help you tailor and deliver campaigns to increase user engagement. Here are some best practices to keep in mind in this regard:
- Consider a schedule for essential campaigns like diet, sleep, workout reminders, and progress updates.
- If you are a Yoga or workout app, notifications at appropriate times (morning between 7-8 AM) will serve your purpose.
- A notification in the evening (7-9 PM) to remind users to update or log their progress works well.
- Ensure that the send-time of promotional campaigns is optimized. For instance, notifications promoting new plans, goals, etc., get better responses at the beginning of a new week, a new month, or a new year when users decide to change their habits or start afresh.
2. Create interactive and captivating content
A key to increase user engagement is to capture people’s interest. Craft engaging, high-quality content that offers a “hands-on” experience. Depending on what resonates with your audience, this could range from videos and blogs to interactive games and podcasts.
3. Tailor communication to each user
When enhancing the user experience, ensure personalization across all communication platforms. Whether it’s through email, push notifications, SMS, or in-app messages, making your audience feel individually addressed fosters a stronger connection with your brand. Such personalization demonstrates your appreciation for each user’s uniqueness.
4. Design a seamless user experience
Identify which aspects of the user experience lead to drop-offs. Pinpointing where users disengage in their journey enables targeted optimizations for enhanced performance.
By monitoring key user engagement metrics such as session length, page time, bounce rate, and conversion rate, you can assess whether users are receiving the experience they desire. This analysis allows you to track conversion rates and align them with your objectives, highlighting opportunities for improvement.
Points to Note
No two users are alike when it comes to their health and fitness goals. It is important to adopt an intelligent user segmentation strategy based on their preferences so that you can personalize the content and experience they receive. Behavioural segmentation is a must.
Each communication you send out must be relevant to individual users. In other words, your push notification must convey, “You will benefit from reading this.” Instead of “Use my app!”
Also, craft your app marketing content (in-app messages and push notifications) creatively with the intelligent use of elements such as images, CTAs, deep links, emojis, and other advanced features.
Related read: 4 Top Tips for Writing Push Notifications that Drive Conversions
Concluding Thoughts
The competition in the health and fitness app category will continue to grow. It is important for you as a mobile marketer to understand your users so that you can be a part of their fitness journeys in a meaningful way.
Starting from user acquisition to engagement and retention, you need to have an effective mobile marketing strategy in place to stand out from the pack.
Leverage the power of advanced data analytics and customer insights to consistently deliver highly personalised and differentiated user experiences that help you positively impact your key app metrics!
To know more about how Netcore Cloud can help you achieve your app marketing goals, get in touch with us today!
