Deciding on that cap number will depend on your app and user base, but wherever that threshold sits it’s important to find a way to hold to it-preferably in an automated manner. This is where a mechanism to cap total push notifications will play a crucial role.
It’s also easy to lose track of just how many push messages individual users are receiving when they’re coming fast and furious from disparate automated notification campaigns. And it can drive them to completely abandon or uninstall your app.Īs you start to mix and match the strategies and tactics we’ll outline in a moment, it can be easy to forget the golden rule in your early exuberance. It can irritate them into turning notifications off. The golden rule is simple:ĭon’t bug users with too many notifications!īarraging users with an endless stream of push notifications over the course of a day or a week can lead to disastrous results. Throughout the process of setting goals, establishing strategy, and executing on it, be sure to keep the golden rule of push top-of-mind. Rory Brunner, News Editorial Operations, Verizon Media The golden rule of push Our data shows that up to 50% of daily active users are driven by push, so it’s a huge front door.”
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“Push notifications are such a core driver of app usage across News that if we don’t send at least a handful in a day, the analysts will notice that traffic is down sometimes by as much as 50% and ask what is wrong. Keeping these goals in sight will help inform how you as a developer establish your push strategy, build push notification infrastructure and measurement, and design the kind of notification content you need to meet short- and long-term objectives. These goals will likely range from very basic communication objectives to more complex business targets. Setting push goalsĮstablishing the foundation for push notification success starts first by setting some goals for what you want to achieve through this communication channel. With proper planning and care, it’s possible for developers to get the most out of this important tool throughout a mobile app’s lifecycle. Push the wrong kinds of messages at the wrong times and you’ll never get users to re-engage with the app or change their behavior.ĭon’t risk leaving money on the table or, worse, turning users away with a scattershot approach to push notifications. Send out too many and you’ll irritate loyal customers.
Send out too few push notifications and they won’t move the needle on meaningful metrics. However, achieving excellence in push is easier said than done.
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LINK TO PDF VERSION Why push notifications matter
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