@Kate_f thanks for asking this question and also putting together a great article. Here are few areas I agree from your article and also some I don't. My view comes from a vast experience I have gained after helping several start-ups, mid-size companies...specifically in building their customer base at Maisa Solutions, Inc.
Send Friendly Reminders on Items Saved
I couldn't agree more. Lot of times makers of m-commerce apps consider item discovery -to- deliverability as a solo funnel to measure effectiveness. What get's left over is: that goldmine of abandoned/filled carts that just needs a different way to (re)activate 'em. Selling to brand new mind is totally different from inspiring-and-selling. I have seen only few of our customers at my dev shop doing this. Like you said, reminders are to rescue...
Build Up Your Mobile Community with Relevant Offers
Lot of times m-commerce apps fail to distinguish a
true mobile user from others. As a result everyone is treated in that same way. Usually those irrelevant general messaging/email/mailers kinda spam stuff. But, in recent times we have seen m-commerce apps getting better at this. At least, I can tell you looking at our current customers.
Monitor User Behavior & Offer Smart Item Profiling
Like you said, let the data drive the show. Almost all of us experience this in our daily lives from world's top most apps like Amazon, Alibaba, etc., but somehow entrepreneurs miss out here. There is no such thing called waste data. The more you know about your user...the better. It's like a dating. Except you get to date with many-many of them Not many get this right. The ones who got this right made some successful businesses, like the ones we helped at our company. HireWire, Inc.
Finally, one thing I wanted to add is: CONTEXT
Sending a coupon for valentines day, a week after 14th, doesn't make sense and it certainly hurts the product and that hard earned reputation...
BS: If you are suffering from low-engagement numbers or you know someone does, please drop us a note:
firstname.lastname@example.org, we build products that succeed.
Maisa Solutions, Inc.