Lifecycle Messaging - Think how you do it for app users!
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I recently blogged about the importance of conducting a cohort analysis to track user retention. A good cohort analysis helps you understand how many customers you keep and how many you lose. So now what?
I'm surprised how little pro-active messaging/communication most Internet companies do. And if they do send me an email, it tends to be a generic weekly promotional email that they send to all users. One thing that I learned at half.com is the importance of lifecycle messaging -- in which you deliver different messages to different users based on where they are in their lifecycle.