Maximizing Push Notifications

Consistent use of push notifications has proven to be one of the most impactful ways to keep users engaged after they’ve installed. Whether it’s you sending push notifications directly to your users to promote new features, welcome new business partners, or any one of the many things you should consider sharing with your users, or your small business customers sending push notifications to their customers, push notifications in general are a powerful tool when it comes to user retention.

A recent study performed by SMS and push notification provider Urban Airship looked at the behavior of 63 million app users, tracking how many push notifications they received in the 90 days after their first open, and compared that to app retention rates during those same 90 days. The study found that, while many mobile app providers worry about over-messaging users, the real worry should be a lack of messaging.

In the study to correlate message frequency to user retention, the report found that:

:: App users who received one or more notifications per day had the highest retention rates across all vertical and platforms.

:: More than one-quarter of opt-in users never receive a push notification.

:: App users who receive one or more notifications in their first 90 days have an average retention rate that’s nearly three times higher than users who receive no push notifications.

:: Sending even one push notification has a significant impact on app retention rates.

:: 95% of opt-in users who don’t receive a push notification in the first 90 days will uninstall the app, says the report, meaning that app publishers are essentially wasting $.95 cents of every dollar spent to acquire coveted users.

:: Users receiving one or more push notifications a day had 820% higher app retention rates than users who received no push notifications.

:: Users receiving weekly push notifications had 440% higher app retention rates than users who received no push notifications.

:: Users receiving one push notification had 120% higher app retention rates than users who received no push notifications.