Once consumers opt in for mobile marketing, marketers send push notifications. The problem is, they’re getting it wrong 63 percent of the time, says San Francisco-based mobile marketing platform provider Leanplum.
In an announcement emailed to Target Marketing on Monday, the company highlighted research it summarized in an infographic titled “Breaking Barriers to Push Notification Engagements.”
To create the summary, “Leanplum analyzed 671,587,169 push notifications between Jan. 1 and Dec. 31, 2015.”
In addition to Leanplum suggesting marketers use analytics and testing to find optimal times to send to their specific audiences, the company advised marketers to personalize notifications based on customer behavior, such as in-app activity. Then adding that information into marketing automation software so the “predictive behavior-based tools to deliver millions of mobile engagements.”
The research provides optimal sending times for markets around the world, but this article only includes the results for North America.
Weekday Mobile Marketing Send Times
Leanplum identifies this benchmark for marketers: “On weekdays in North America, sends spike during morning commuter hours, lunch breaks and after school ends.”
Therefore, the research shows, “Brands should send after dinner, from 6 to 9 p.m.”
Weekend Mobile Marketing Send Times
“The bulk of pushes are sent weekend mornings and afternoons,” Leanplum notes about the weekend mobile marketing benchmarks.
The study finds this opportunity: “Brands should send at 4 p.m. and 5 p.m. when customer engagement is still strong, but push frequency drops.”
What do you think, marketers?
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