Push notifications are a great way to engage customers if used correctly. They can increase user retention by directing them back into an app to resume some activity. For example, if a shopper adds an item to their basket, then gets distracted and leaves the app. A push can remind them to pick up where they left off.
A push messages is simply a message that is sent to a an app. A user has to opt in for a push message for any given app on both Android and iOS. When a business sends a push message, they can send simple push messages which are just text. Or they can make rich push messages that can have sound, images or even video. The most advanced push messages can be an actual widget, such as a map.
Open rates vary between 30% and 80%, making them more effective than email, where open rates are closer to 20%. SMS messages still hold the highest open rates reaching over 90%.
During the pandemic, consumers were more attentive to their phones and open rates averaged at 60%.
The key to doing push right is to provide value to the customer and do it at the right time. This is important because 71% of app uninstalls are triggered by an unwanted push notification and 57% of mobile users unsubscribe from push because of too many messages or updates.
Open rates are higher for apps relating to travel, finance and e-commerce.
Personalised push will have a 9% increase in engagement over blanket-push.
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