The allure of push notifications is clear—they provide app publishers with a direct line to an audience that’s already demonstrated an interest in their business. But the flip side of push is that it might be too easy for marketers to bombard users, raising the risk of annoying them with constant demands on their time and attention. Recent changes to both the Android and iOS mobile operating systems have given users more control than ever over how and when they receive push notifications. To use push notifications effectively, marketers need to hit a sweet spot that takes into account users’ needs and desires, frequency of messaging, personalization and localization. Meanwhile, the actual content of the notification—things like tone and the use of visual media such as emojis, photos and video—can help improve outcomes.
WHAT’S IN THIS REPORT? This report examines the latest trends in push notifications, offers guidance on developing strong metrics for measuring campaign success, and provides practical advice for garnering opt-ins and using personalization to improve outcomes.
KEY STAT: Worldwide, opt-in rates for push notifications remain higher on Android devices than iPhones, but such messages might get a leg up on Apple devices given recent changes to how push notifications are handled in the recently released iOS 12.
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