Why You Need an mCRM Strategy – Yodel Mobile Video Series

Yodel Mobile
  • Date Published
  • Categories Blog
  • Reading Time 2-Minute Read

Yodel Mobile is an award winning mobile marketing agency. They provide a fortnightly video series, Showing app owners how they can be masters of mobile marketing. This is centred around their Fit to Market programme, which is unique in the sector, sharing insights on topics such as app discoverability, searchability and conversion optimisation.

The latest video in the series explains why it is essential for your mobile marketing success to have a robust mCRM strategy in place.


mCRM, or Mobile Customer Relationship Management, is essential to ensure that you retain the users that you acquire early on.

Did you know that even though the average user downloads nine apps per month, only 7.5% of these installs are still active users after the 30 day mark? That’s 92.5% of users who churn within a month.

The Challenge

There are 3 key reasons behind why users churn.

It might be that the user doesn’t see the value of your app

They may have simply forgotten about your app

If you’ve annoyed them with too many messages, users will probably delete your app altogether

The Solution

This is where a sophisticated mCRM strategy steps in to save the day, improving retention and reducing churn and keeping happy users in your app.

Generally speaking, mCRM takes place across 3 main channels of communication: email, push notifications, and in-app messaging. There are a number of factors to take into consideration when building your strategy. First and foremost, you need to make sure that as many people as possible opt-in to receiving your messages, so that you can reach as many of your users as possible. This is known as permission priming.

And, as with any CRM message, timing and copy are key. If you’ve got a robust analytics platform in place and your data is well consolidated, you’ll be able to create segmented audiences, and send targeted, personalised messages which speak to your users when they’re most likely to listen, bringing them back into your app.

The Results

The higher your retention rates, the more return you’ll gain from your acquisition investments. That is why implementing an mCRM strategy should be at the top of your priorities.