Seasonality is not just acquisition, it is a retention and CRM planning tool
Yodel Mobile’s guide to seasonal app marketing: use audience data, custom events, and lifecycle automation to re-engage users during predictable peaks, then measure beyond installs.
Original article (source): Yodel Mobile - “Seasonal app marketing strategies to re-engage and retain users”
The useful reframing
Yodel’s point: seasonality is not only about “holiday creatives” or short-term UA. It is about:
- predictable behaviour shifts
- reactivation windows
- lifecycle messaging moments that can create long-term habit
Start with user data, not the calendar
They recommend planning around three inputs:
- demographics (who)
- psychographics (why)
- behavioural signals (what they do)
Then using custom events to capture the behaviours that matter during seasonal moments.
CRM automation makes seasonality sharper
They call out lifecycle tools (example: Braze) for:
- timed pushes during high-intent windows
- segment-based messaging that matches motive
Spend and measurement
Two practical reminders:
- align media spend with the peaks that matter, then optimise with performance feedback
- measure impact beyond installs, including retention and LTV of seasonal cohorts
ASM take: a clean post-campaign template
After any seasonal push, write down:
- what changed on the listing (keywords, screenshots, CPPs)
- what changed in CRM (segments, messages, triggers)
- what the cohort did at D1, D7, D30 That makes the next season faster.
Read the original: https://yodelmobile.com/seasonal-app-marketing-strategies/
Want help with ASO?
If you want this implemented for your app, check out our services - or run your workflow in APPlyzer.