Why It’s Important to Start Using Push Notifications the Right Way

In a world of information overload, it is important you are using push notifications in the right way.

Push notifications, when used correctly, offer a host of advantages to app owners and their users. Providing app users with timely and relevant push notifications can keep them engaged and improve their overall user experience.

What are the benefits of push notifications?

Increased user engagement

Push notifications can heavily influence users with research showing push notifications boost app engagement by 88%.

A well-timed push notification can persuade a user to use an app that they haven’t opened in a few days, or remind a user about an event or action that is required of them within an app.

Improve retention and longevity rates

Push notifications are a great way of improving retention and longevity rates with app users. Recent studies have shown users who opted in to push notifications are retained at nearly 2x the rate of those who aren’t.

An effective push notification can get your content in front of your audience and offer them instant access to news, updates or information that you want them to see.

Truly relevant content for the user

When users get a say on the kind of notifications they receive, they are much more receptive to them. For example, a user of a company’s internal communications app might only be interested to receive company updates related to their department but not about any other departments. Giving them the choice can be the difference between ignoring every notification or paying attention and taking action.

Timeliness and urgency

With most people within touching distance of their device, push notifications can be a fantastic communication channel when sending timely or even urgent content to users.

With the average click rate of B2B emails in the region of 3.2%, it may not always be an effective communication channel. Push notifications often see a click rate of 10.3%.

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What is the right way to push notifications?

There are a series of points to consider when creating a push notification for your app. Some might apply more to particular apps than others in certain cases, but as a whole, the emphasis is on creating a ‘smart’ push notification. How do you achieve this?

Timing

Instant updates are not always the best choice for push notifications. Likewise, it’s not always the best solution to send multiple notifications in quick succession. There is a fine line between notifying someone and disrupting them from their daily tasks or routine.

Notifications at the wrong time may not only be ignored, but they can also greatly increase the likelihood that the user will delete your app. Creating further noise for users can increase the levels of frustration they have towards your app and potentially your brand.

The best time to send push notifications is at times that are historically high in activity, based on your analytics.

Importance

Categorising the content you want to push to users can help determine whether you should be sending a notification or not. Is it:

  • mission-critical;
  • important; or
  • potentially relevant.

A push notification is ideal for mission-critical notifications. For example, notifying employees using your Return to Office app that your office is at full capacity.

Clarity

When you start using push notifications the right way you will find that you don’t have much room for maneuver, with the character limit limited. For this reason, it is key that you are clear and concise in the message you are sending out.

Measurability

Using analytics to measure the performance of the push notification is important. Consider questions like:

  • What did the user do?
  • Did they unsubscribe from push notifications after a campaign?
  • Did they uninstall the app?
  • Have they returned to the app by clicking on a push notification within 30 days of installing it?

Audience

Personalisation is a crucial factor when considering what to include in your push notification. Notifications that are targeted at a set group of users for a specific reason are much more likely to get a higher click-through rate than random notifications.

Push notifications that are created with personalisation in mind can return 4x the user engagement.

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What are good examples of timely push notifications?

Encourage an action

Get your users to interact with your app by encouraging an action.

“We’re attending X Conference in your area, book a coffee and a chat with us!”

“New whitepaper on X topic – check it out”

“You haven’t updated your profile yet – Do it now to receive more relevant notifications”

“You just attended the Marketing Session – rate it now!” (for event apps)

Deliver information or content

Use push notifications to send relevant and timely information. This is specially effective if it’s information your users were waiting to receive.

“Your favorite product is back in stock”

“Your January Legal Update is out now”

“You asked for X feature – and we’ve released it! Check it out”

Reminders

You may want to remind users that they still need to sign up for an event, register for a retreat, or something else.

“You haven’t read your Legal Update for January yet – don’t miss out!”

“You haven’t checked your company’s app in 10 days: 12 new updates released since!”

“5 minute reminder: Marketing Session taking place in Eagle Room” (for event apps)

Emergency or urgency

In the case of an emergency, push notifications can alert users of where to go and what to do next.

“A power outage has been reported at the London office – tap for more details”

“Dawn Raid reported at ClientCo. – please contact John Doe”

“Weather alert for tomorrow – tap for more information”

Start using push notifications the right way with Fliplet

We hope our analysis has offered some insight as to how you should, and how you shouldn’t, approach the implementation of push notification. Enabling push on your app can be incredibly effective way of:

  • increasing click-through rates,
  • improving retention rates in the short and long term,
  • and reducing app deletion rates.

Check out our app gallery to see how some of our previous clients have used our platform to create apps for a variety of use cases.