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Are push notifications effective

Are Push Notifications Effective?

Push notifications are an engaging way to communicate with app users, but many marketers don’t understand the most effective ways to use them. When used with an informed approach and a reliable platform, push notifications can re-engage users and increase conversions.

 What Are Push Notifications?
A push notification is a message sent by an application to a customer’s mobile device. They can be displayed in various ways and can also include a sound and/or vibration alert. mGage supports remote app push notifications, which are triggered outside of the app by the merchant and displayed on the user’s screen.

Push notifications can be used for…

  • Sale Alerts
  • Billing Reminders
  • Bringing Users Back to the App
  • Abandoned Cart Reminders
  • Personalized Notifications
  • New Product Releases
  • Company News

How Do I Send Push Notifications?

 App creators can build the infrastructure needed to send push notifications themselves or work through a push notification vendor like mGage. Building and maintaining a push notification function that works across all systems (iOS and Android) can require a significant investment of time and money.  An alternative is working with a provider that already makes it easy to manage push notifications while focusing on your marketing efforts.

With mGage’s Push Notifications platform, you can

  • Set up and maintain notifications easily by integrating with your existing platforms through SDKs and APIs or by using our simple campaign management interface
  • Send notifications across iOS and Android smartphones
  • Retarget and track user behavior to optimize future push notifications
  • Segment by user data to send more personalized messages
  • Access robust reporting, including event-based data that shows you actions users took after receiving your push notification

Do Push Notifications Work?

When used correctly, push notifications are a powerful tool for marketers. 50% of people say they like receiving push notifications, so long as they have opted-in[1]. Push notifications have an open rate of 90%, which is 50% higher than that of email marketing and a click rate that is seven times higher than email marketing[2].

It’s clear that push notifications can be very effective if used correctly. Much like text messages, push notifications should add value, whether in the form of helpful information, discounts, or entertainment. Brands can achieve this by ensuring notifications are personalized, timely, and relevant.

Fortunately, there is plenty of research on what to do (and not do) when it comes to increasing the efficacy of push notifications.

How to Maximize Push Notification Opt-Ins

On iOS devices, users are asked to opt-in to receive push notifications the first time they open the app. On Android devices, however, users are opted-in by default. This can make it tricky to reach your entire database of app users. In a study from Accengage, 43.9% of the mobile app’s iOS users were opted-in to receive push notifications, versus 91.1% of Android users. The key to maximizing opt-ins is understanding consumer preferences.

Best practices include…

Personalizing outreach
Research showed that personalized push messages increased CTR by nearly 3X, and generate 4X as many app sessions compared to non-personalized broadcast style push notifications. With mGage, you can target push notifications by behavior, location, lifecycle stage, and more by creating segmented lists of contacts.

Timing Matters
95% of opt-in users who don’t receive a push notification in the first 90 days will churn and users who received more than one push message a day had 820% higher retention rates than users who received zero notifications[1].

However, this doesn’t mean that more notifications will automatically have better results. Research across industries shows that opt-outs are low below the five notifications-per-day mark but increase after that point. In fact, survey respondents noted that they consider too many notifications or notifications at odd hours to be spam[2].

Survey respondents also noted that the morning, the evening, and the weekends – i.e., downtime – are the times when people are happiest to receive push notifications and most likely to engage with them. Most brands send notifications during business hours, so morning and bedtime are less oversaturated with push notifications[3]. While there are no legal restrictions on what time or how frequently brands can send push notifications, it’s important to be considerate. Users will opt-out if they become annoyed by poorly timed or excessive notifications.

Optimize Content
The content of your push notification also impacts the click-through-rate and opt-ins. Simply including emojis can improve reaction rates by as much as 20%[4]. Make sure the push notifications are not too long since they should be readable at a glance. According to CleverTap’s research, ideal notification length varies by industry and type of notification.

Key Takeaways

Push notifications are very effective, but many brands struggle to implement them well. When consumer preferences are taken into account, push notifications can keep users engaged and lower app deletions and increase conversions. Working with an experienced mobile engagement provider and making a few small adjustments can quickly improve your results.

Contact us today to learn more and get started with your push notification strategy.

 

[1] Airship

[2] VWO Engage

[3] CleverTap

[4] Accengage

[1] VWO Engage

[2] e-Goi

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