Push Notifications: Too Much of a Good Thing?

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Push Notifications: Too Much of a Good Thing?

Peek. Poke. Wink. Nudge. Wave.Rate. Ah yes, the little reminders of so many apps craving our attention.They’re like my two-year-old son, pulling at my pant leg yelling, “Daddy, lookat me!” It’s hard to avoid push notifications, which is why so many mobilephone users are saying “no” to no-tifications. According to arecent Deloitte survey, 47% of mobile phone users reduce/limit theirusage by “…turning its functions off.” So as users shut off theirnotifications, how, as marketers and app developers, can you leverage thispowerful tool as you vie for screen time with other applications? Here’s my listof rules to keep your app’s push notifications from the dreaded “off switch.”

1. Limitnotifications – So you just created the next big mobile application, and youwant to keep the user engaged, but there’s a fine line between engagement andenragement. Unless you’re building a messaging app, it is advisable to keeppush notifications down to a maximum of once per day. Just enough to be afriendly reminder, but not too much to trigger a complete shutdown.

2. Keepnotifications relevant – I’m a huge baseball fan and my sports app knows thisby keeping me updated on the latest scores and stats. However, once in a whileI’ll get a random notification about NASCAR or the WNBA. It’s not annoying tothe point where I would move to a new sports app, but it’s annoyingnonetheless.

3. Usegeofencing/location-based marketing effectively – According to Localytics,location-based push notifications have a 40% click-through rate. In my personalexperience, TripAdvisor doesa great job with this. If I’m in a new city or town, TripAdvisor will send mealerts

4. Ifall else fails, don’t forget to update your mobile app regularly – So yourapp’s notifications have been turned off by the user? Bummer. Ah, but there isstill one trick up your sleeve to stay relevant and keep the user engaged –regular updates. If you read mylast post about mobile app retention, you’ll know that the mostsuccessful apps average between 1-4 updates per month. Updating your mobile appisn’t just about new content, format or styles, it’s about engaging the user totake the updated app out for a spin. If your push notifications have beenturned off, the user will most likely still receive a notification from the appstore (iOS or Android) that your app needs updating.

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