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BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTFor years, brands have been slow to implement push notifications. Theyre cautious of sending too often and annoying those who ultimately opt-out. As a result, brands fail to reach users on the most personal device they own their smartphones.Our phones hold the key to our habits, 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.3 BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTTHE ROOT OF DATATo understand what your customers want, our data science team analyzed where apps go right and wrong with mobile messaging.After scouring every push notification data point we could imagine, there was one stat that really stood out: sends versus opens. Across the world, apps were sending push notifications at certain times, but users were actually opening them during others. But first Who are Leanplums users?SENDSVS.OPENS4 BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTGEOGRAPHICAL LOCATIONREGIONS ANALYZED5 BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTUSER ENGAGEMENTPercentage of total push notifications sent that were acted on by the user (opened)VerticalMedia Retail TravelSpanning the globe, these users have a diverse set of interests. On the right, you can see how likely users are to open push notifications sent by certain verticals.App Vertical6 BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTPREFERRED PLATFORMSAndroidiOSPercentage of total push notifications sent that were acted on by the user (opened), broken down by platform.Other OSVerticalMedia Retail TravelThis is how users preferred to engage with push notifications, broken down by verticals on three different platforms: Android, iOS, and “other” mostly Windows. iOS users prefer to engage with travel apps, while Android users show more interest in retail and media.App Vertical7 BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTTHE POWER OF PERSONALIZATIONWe also analyzed the effect personalization has on engagement. It turns out that apps that use personalized triggers see higher engagement than those that send blast campaigns.The takeaway here is to begin a conversation with your users via a personalized push notification.HIGHER ENGAGEMENTSLOWERENGAGEMENTSPERSONALIZED TRIGGERSVS.BLAST CAMPAIGNS8 BREAKING BARRIERS TO PUSH NOTIFICATION ENGAGEMENTTHE POWER OF PERSONALIZATIONUnique push notification messagesIts evident that users respond to apps that utilize push campaigns effectively.Personalization is very powerful. You dont want to overdo it. On the right, you can see that almost all apps with high open rates used fewer than 100 different push campaigns in 2015.Open rates of apps that had at least 1,000 push messages send events in 2015, sorted by unique messages.SENDS VS. OPENSTHE RESULTSNext, well dive into key findings of sends vs. opens. After analyzing over 671,587,169 push notifications, we found that 63 percent of apps send at the wrong time. Here is the data, broken down by geography and weekday vs. weekend.
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