Effective in-app engagement entails constantly placing your app’s content in the face of the users. It is the main way your app can breathe some air in the stiff competitive marketing landscape. Push notification is one of the best ways to keep users using your app.
Over time, push notification has proved to be an effective tool for increasing app retention. Statistics show that on average, users open an app 14.7 times per month after accepting push notifications, compared to an average of 5.4 times when they don’t accept push notifications.
Aside from using push notifications to increase the retention rate of your app, it is a great way to communicate with your users and advertise at zero cost.
If you haven’t been using push notification for your android or iOS app, or not using it enough, this article will show you how to maximize this feature for your mobile app.
But first, let’s answer a pressing question!
Factors That Affect Push Notifications Delivery
There are several reasons why push notifications might not reach their intended recipients. Some of the most common causes include:
Poor Network Connection
Push notifications may not reach users if they have an unstable or weak network connection. This can lead to delayed or missed notifications.
Device Limitations
Some devices, especially older ones, may have limitations that prevent push notifications from being delivered. This can be due to outdated software, hardware, or the device's notification settings.
App Uninstalled or Disabled
If a user has uninstalled your app or disabled push notifications for it, they will not receive any push notifications from your app.
Platform-Specific Issues
Each platform (iOS, Android, etc.) has its own set of rules and guidelines for push notifications. Ensuring compliance with these guidelines is crucial, as not following them can result in failed notification delivery.
Notification Settings
Users can manually manage notification settings on their devices, and if they have turned off notifications for your app, they will not receive them.
Token Issues
Tokens are used to identify and send push notifications to specific devices. If there's an issue with the token, such as it being expired or invalid, the notification will not be delivered.
Incorrect Payload Format
Push notifications require a specific payload format to be recognized and delivered by the device. If the payload format is incorrect, the notification may not be delivered.
Server-Side Issues
There may be issues with the server responsible for sending push notifications, such as it being down or experiencing high latency. This can lead to delayed or failed notification delivery.
Prioritization and Throttling
Mobile operating systems may prioritize and throttle push notifications based on factors like battery level, user behavior, and the type of notification. This can affect delivery rates.
Time Zone Differences
Sending push notifications at the wrong time may result in users not receiving them, especially if they are in different time zones. Scheduling notifications to account for time zone differences can help improve delivery rates.
Ways to Maximize Delivery of Push Notification
Maximizing push notification delivery for your app is crucial to maintaining user engagement and retention. To improve the delivery rate and effectiveness of your push notifications, consider the following best practices:
- Ensuring Permission and User Opt-In
- Prioritizing Relevant and Valuable Content
- Scheduling and Frequency Management
- Leveraging Rich Media and Interactive Elements
- Optimizing Notification Appearance and Content
- Tracking and Analyzing Performance Metrics
Ensuring Permission and User Opt-In
The first step in maximizing push notification delivery is to make sure users grant permission to receive them. To achieve this, clearly communicate the value and benefits of receiving notifications, and request permission at an appropriate time during the user's app journey. It's important to optimize the opt-in process, using engaging copy and visual elements to motivate users to allow notifications.
Prioritizing Relevant and Valuable Content
To increase the chances of your push notifications being delivered and well-received, prioritize sending only relevant and valuable content. Segment your audience based on preferences, behaviors, and demographics, and tailor notifications to cater to their specific interests. This will not only improve the delivery rate but also enhance user engagement and retention.
Scheduling and Frequency Management
Push notifications should be delivered at optimal times, when users are most likely to engage with them. Analyze user behavior patterns to identify the best time slots for different segments of your audience. Also, maintain a balanced frequency of notifications to avoid overwhelming users, which could lead to them disabling notifications or uninstalling your app.
Leveraging Rich Media and Interactive Elements
Incorporating rich media, such as images, videos, and emojis, can make push notifications more visually appealing and engaging. Interactive elements like buttons and quick-reply options can also encourage users to take action immediately. These enhancements can lead to higher engagement rates and more successful push notification delivery.
Optimizing Notification Appearance and Content
To maximize delivery, make sure your push notifications are optimized for various devices, operating systems, and screen sizes. Keep the content concise, clear, and actionable, using a compelling call-to-action (CTA) to prompt users to engage with the notification. Ensure that your push notifications are easily readable and visually appealing on both light and dark modes.
Tracking and Analyzing Performance Metrics
Finally, monitor the performance of your push notifications by tracking metrics such as delivery rates, open rates, and conversion rates. Use this data to identify areas for improvement and to fine-tune your notification strategy. Regularly updating and iterating on your approach will help you maintain high push notification delivery rates and improve overall user engagement.
Use of Data, Segmentation, and Personalization
How effective your push notification is at engaging your users on either android or iOS platforms depends on the personalization of the content you share. Research shows that over 78% of consumers act on promotional offers with personalized brand messaging. For you to achieve personalization, however, you need to properly segment the data you need.
Use of Dynamic Push Notification
This involves AI and automation detecting user behavior to send relevant, personalized notifications automatically. Marketers only have to leverage the data they collect to make this work. When you use Dynamic Product Messaging, you become able to connect with your customers via means that were previously unavailable.
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