According to a study by Mogreet, 88% of emails are never opened, 84% of Facebook news feed stories are never seen, and 71% of tweets are ignored. But get this - the study revealed that 98% of SMS & MMS messages are opened.
The finding suggests that notifications delivered directly to a mobile device are most effective, making push notifications perhaps the best way to capture and engage users.
This trend certainly hasn’t flown under the mobile app developer’s radar. For instance, mobile apps like Gilt use mobile notifications to inform customers of flash sales. Calendar apps use notifications to remind us of upcoming events. What do all of these apps have in common? They’re high value, context aware, and have time-sensitive information.
But when an app deviates from expected behavior, mobile users are keen to disable the app’s notifications setting. This can be death for your app, as you've just lost perhaps the most important engagement channel to your customer.
In order to achieve contextual awareness, push notifications need to be intelligent. What do we mean by “intelligent”?
- Based on the user's profile (age, demographic, and so on) do they care about push notifications?
- Is the push notification location-sensitive? There’s no point telling customers about a sale when they are 100 miles away from the store.
- Is the push notification time sensitive? A notification in the middle of the night may not be particularly useful (unless you’re push notifying hipsters of a 2-for-1 deal on craft beers).
Push Notifications Analytics
You cannot improve what you cannot measure! You probably want to identify who turned off push notifications, for example. As it is with many other features and behaviors, analysis of push notifications is critical for app developers and marketers to learn about what works and what doesn’t.
Get started with Push Notifications - Login to your Apigee account and enable push notifications for your app in a few easy steps.