Post By Hannah Downing
A recent study by Accengage points towards the great potentials Push Notifications offer. Not only did this study highlight the potential benefits, it also brings to light the multiple approaches to using Push Notifications. Considering these will help anyone looking to gain and retain users. Below are three reasons why you should consider Push Notifications in your mobile app marketing strategy, if you have not already.
1) Opt-in rates for Push Notifications, on both Android and iOS, are at high levels.
This can be seen in the average opt-in rate of 72% across both operating systems. As Richard Harris writes for App Developer Magazine, "...mobile users are more than ever interested in receiving Push Notifications." These high rates set up great opportunities for app marketers and developers to keep in touch with their users, especially since all Android users are automatically opted-in for Push Notifications when they download an app.
2) Reaction rates are doing well, too.
Android users have a very high reaction rate compared to iOS users. The average reaction rate overall is 8.4%, with average Android reaction rate at 12.2% and iOS at 4.5%. Harris partially attributes the high success rates of Android Push Notifications "...to the historical possibility to create richer formats...on Android." However, he also writes that iOS recently released the ability to use more formats within Push Notifications, such as images, videos, and GIFs. These new opportunities could help iOS reaction rates increase and catch up with Android.
3) There are multiple avenues to consider when it comes to Push Notifications.
Web Push Notifications and Facebook Messenger Push Notifications are among the newer options available for keeping in touch with users, and both have promising statistics based on Accengage’s report. Web Push Notifications allow consumers to receive notifications for websites they have visited and approved, without necessarily downloading the app. This convenience has led to an average 18% reaction rate, with E-commerce leading at an average 27% reaction rate. Facebook Messenger notifications are even better, with a 35% average reaction rate, probably linked to the fact that they show up right amid the discussion news feed, Harris wrote. However, this feature is fairly new, since Facebook has tested it, but is just now starting to roll out this option with a plan to complete it by the end of 2017
Overall, with multiple opportunities to choose from and the promising results so far, app developers and marketers should be considering the wide range of goals they could accomplish with Push Notifications and how to make these tools work best for them. Mobile app marketing companies, like Oplytic, can help them do exactly that.