Case Study: Headspace boosts push opt-ins by 157% with Phiture’s targeted in-app messages

How Targeted In-App Messages Super-Charged Headspace’s Push Opt-Ins

Headspace, a global mindfulness and meditation app, approached their longtime vendor Phiture with a challenge: push notification opt-in rates on iOS were relatively low, particularly in the German market. Since push notifications are a key part of their user experience, Headspace needed a more effective and less intrusive way to encourage users to opt in. Phiture was enlisted to help with this retention challenge.

Phiture implemented a new, targeted strategy based on user lifecycle. They created different opt-in prompts for free trialists and subscribers, and tailored the approach for different language segments like German and English. These targeted in-app messages were designed to appear at non-intrusive moments. This solution drove a massive 157% uplift in push opt-ins for the English segment and over 118% for the German segment, significantly increasing Headspace's reachable audience.

Headspace

Carolina Neves

International Lifecycle Marketing Manager