[Tech Talks] How Technology has helped increased reach and engagement on Push Notifications
For brands that are dependent on apps for their revenues, the importance of push notifications can’t be overstated. Industry stats show that if your users have opted in to push notifications they are more than two times as likely to be retained when compared to those who haven’t.
Avadhoot Revankar, Chief Growth Hacker and Business Head at Netcore Solutions, explains how Technology has helped increased reach and engagement on Push Notifications.
Push Notifications act as a “pull” mechanism that acts to pull users back to the app, effectively improving engagement and retention of your app.
How has technology has helped increase reach & engagement on Push Notifications as a channel?
For brands that have the majority of their revenue coming from their mobile app, the importance of push notifications can’t be overstated. Industry stats show that if your users have opted in for push notifications they are more than two times as likely to be retained when compared to those who haven’t.
So when it comes to Push Notifications, like in any channel, there are two things that matter most:
Increasing the chances of delivering your notification.
Increasing the chances of your notification being clicked.
Unfortunately Push Notifications are not the most reliable channel, standard gateways like FCM and APNS do not assure delivery of notifications. The industry standard for notification delivery to device range from 40-50%.
So to improve push notification delivery rates, there are multiple technologies available.
There is Push amplification, which is a parallel gateway helping deliver notifications on the device directly from the cloud.
You could also improve delivery rates by using delivery gateways provided by Mobile device manufacturers.
There's also a significant increase in delivery rates by locally delivering notifications to users' devices.
Combining all three can reach close to 90% of your users through Push Notifications.
To increase open rates, there are 2 things that matter.
If you have a decent volume of data it is possible for good AI/ML technology to send your push notification at the most optimal time. This is called Send Time Optimization.
Also, a good AI/ML technology would also be able to work with NLP to give you feedback on the best subject lines to go with your notification - in real-time. This is Subject Line Optimization.
The best kind of Subject Line Optimization is personalized to the user, their behavior, and their demographic attributes.
We’ve seen successes doing exactly this. Combining push amplification with Send Time and Subject Line optimization to improve delivery and engagement rates. This results in an increase in conversion rates and a reduction in churn rates.
About Netcore Solutions:
Netcore Solutions, the world-renowned martech solutions company enables marketers to outline their customer journey to achieve extraordinary 1:1 customer experience. Netcore has been delivering marketing ROI for more than two decades to world's leading brands and serves as a strategic partner to enterprise and mid-size businesses across many industries in the United States, India, SEA and EMEA.
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