63% of Mobile Push Notifications Are Ill-Timed
Sixty-three percent of marketers are sending mobile app push notifications at exactly the wrong time, so customers aren’t opening them, finds new research. It’s a waste of effort, considering only 42 percent of mobile users opt-in for push notifications, says “Breaking Barriers to Push Notification Engagement” from Leanplum.
On March 1, the San Francisco-based mobile automation platform company released the research on 672 million push notifications and found that globally, marketers were incorrectly contacting customers. Marketers were either using their customer analytics all wrong, or not paying attention to the data at all. That’s a shame, when marketers have access to “the most personal device” consumers own.
“Our phones hold the key to our habits,” reads the report, “such as the routes we take to work, the stores we use to shop, and the games we play. They reveal the secrets to our preferences, from our favorite bands to our most-read news topics. This wealth of information is a treasure-trove for data-driven mobile marketers who want to build relationships with their customers.”
Here’s what Leanplum suggest marketers do to successfully contact customers via mobile push notifications:
- Best Times to Send on Weekdays: Push out notifications after dinner, from 6 to 9 p.m. in North America. Opens are highest at 7, which “proves that the old adage not to call at dinner is false.” What marketers have been doing wrong is sending during morning commuter hours, lunch breaks and after school ends. In general, messages arrive an hour off of when customers will open them on all days of the week.
- Best Times to Send on Weekends: From 4 to 5 p.m. is when customer engagement is still strong and push frequency drops. But opens rise from late afternoon through the evening, too. Marketers doing the push notifications wrong tend to send the bulk of pushes on weekend mornings and afternoons.
- Get Personal. “Begin a conversation with your users via a personalized push notification,” reads the report.
- Don't Oversend. “Apps with high open rates used fewer than 100 different push campaigns in 2015,” according to the research.
- Integrate In-Device. For instance, use email when customers don’t open notifications or may need a reminder during larger campaigns. “Create an integrated communication strategy that works in tandem with other mobile channels on one device,” advises Leanplum. “Start a conversation where your customers crave engagement most.”
- Test. Where do customers crave engagement the most? When? Analytics and testing will reveal the answers.
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