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!
Why Push Notifications Don’t Reach
When you send push notifications to your users, you expect that they all get it. Well, this is not always the case. Sometimes, push notifications don’t reach your users on their devices.
The main reason for this is that cloud messaging platforms (e.g., Google Cloud Messaging) usually fail to deliver your notification to devices that are either inactive or not connected to the internet.
Besides, OEM restriction can also prevent devices from running the GCM service. In this case, you’ll need to learn new ways to optimize your push notification service across various mobile platforms.
Factors Affecting Push Notification Delivery
When notifications successfully sent to GCM are not delivered to every user, it’s as a result of one or more of the following:
- Opting out of the push notification service
- Inactive use of the app for three weeks or more
- The use of Chinese Android smartphones whose OEM (Original Equipment Manufacturers) limits the device’s connectivity with GCM and Firebase Cloud Messaging (FCM).
- Poor network connectivity
- The use of older and outdated android or iOS versions
- Sending push notifications at the time when the user’s device is not connected to the internet.
How to Improve Delivery of Push Notification
The hindrances to effective push notification service may look insurmountable but there are always ways around them. Here are some of these ways:
1. Engaging with users across multiple devices and sending push notifications to them on all active devices which they have installed.
2. Employ Push Amplification to improve delivery rates of push notifications by 50% on most Chinese OEM devices.
3. Utilizing Huawei’s SDK to bypass OEM restrictions on Huawei phones running on the new Harmony OS and send push notifications to these phones.
4. Utilizing third-party push services such as Xiaomi Push, Huawei Push, and Firebase Cloud Messaging push services to push notifications on these Chinese phones with OEMs that restrict push notifications.
5. Adopting a batch campaign delivery that allows you to send push notifications in batches at various time intervals.
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.