There?s a fine line between being effective and being annoying when it comes to push notifications. Too many notifications can lead to overload, while too few notifications can lead to users abandoning applications and services. However, well-timed and well-targeted push notifications can increase retention and conversion.
Tapjoy studied more than 4 million push notifications sent between February and August and came up with seven key insights into user behavior.
Open rates are highest on Mondays: The first day of the week saw an open rate of 3.06 percent, with Tuesday and Wednesday at a close second and third. Saturday saw the lowest rate, at 2.6 percent. The gap may be small, but that gap could represent millions of users.
Android makes opening easier: The open rate for Android is 3.1 percent, while iOS is 2.38 percent. This gap is likely caused by Android?s tendency to leave a notification on the lock screen longer than iOS.
Avoid overloading with daily notifications: Daily push notifications performed poorly, with an open rate of less than 1 percent, compared with the 3 percent rate for weekly notifications. Despite the lower rate, daily notifications receive more traffic in a week, but weekly is the sweet spot for most users.
?Get your ?? provides a substantial boost: Notifications using this can yield open rates of 11 percent. Subtle differences can result in big swings: the word ?gift? can result in open rates of 3.42 percent, while ?win? resulted in an open rate of less than 1 percent.
Silence is golden: Both iOS and Android provide for the option for notification sounds. However, these tools aren?t used widely. Silent notifications are opened more than twice as much as notifications with sound.
Automation pays dividends: Automated notifications were opened more than 5 percent of the time across Tapjoy?s network compared with 2 percent for manual pushes. With automation, it?s possible to tailor responses to user behavior, and to give them reminders...