How do I grow traffic from my recurring users?

Unblock recurring-user growth in 3 simple steps: break it down into variables, run initiatives, and measure.

Unblock your user growth in 3 simple steps

→ If you need help with your recurring users, write to me at guido@bildungdata.com

There are 3 simple steps that have always helped me grow traffic from recurring users. They apply to any business / platform.

Step #1: Break it down into variables

→ To get the most exhaustive view possible, I always use two models, each focused on a different angle.

1️⃣ Model 1

Recurring Users = Direct Opens + Push Sends x Open Rate + Email Sends x Open Rate x CTR

This model focuses on communication channels (push and email).

2️⃣ Model 2

Recurring Users = Recurring M-1 + Recurring M-2 + Recurring M-3…

In this model we simply say that the current month's recurring users are the sum of users who installed in previous months. We focus on when they used the platform for the first time.

Step #2: Brainstorm initiatives to improve each metric

→ For each model, think about initiatives to improve every metric.

1️⃣ Model 1

→ Push Sends

• Are we sending pushes to the whole base?
• Is there a segment we're not touching?

→ Push Open Rate

• Are we optimizing every variable of the push?
• Emojis: in my experience emojis increase open rate.
• Imperative to drive action: Buy, Click, Enter.
• Sense of urgency: Now, last day of the promo, last x units.
• Message customization based on activity: recommend a product they interacted with.
• Timing / trigger: trigger campaigns based on user activity.

→ Email Sends

• Identify the key segments for the Email channel.
• Users who uninstalled.
• Users who don't open pushes.
• Surveys to collect email from missing users.

→ Open Rate

• Deliverability: are my emails landing in spam?
• Quality of collected emails: are the inboxes real?
• Send time.
• Subject line: same tips as for pushes.

2️⃣ Model 2

→ Recurring M-1

• Users who installed last month.
• Make sure you're sending pushes / emails to the whole segment.
• Review the ideal number of communications to send.
• Content: new products in categories they've browsed, discounts on products they've liked, flash deals…

→ Recurring M-2

• Users who installed two months ago.
• As we move further away in time, reduce the volume of communications.
• Use more aggressive discounts, since they have a high probability of churn.
• You've already paid to acquire them, so the cost of churn >>> any discount cost you can offer.

Step #3: Measure and iterate

• Schedule a weekly meeting with your team to review the results of each action.
• Make sure you measure everything. You can use a tool like Mixpanel to measure email and push campaign data, plus user activity.
• Focus on (1) the variables that have the biggest impact on Recurring Users, and (2) actions that are producing positive results.