Small Businesses Tweak Push Notification Strategies for Better Touches

BY Courtney Huckabay
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Tapjoy has accumulated data from its network of 500 million users to help guide your push notifications. They studied 4.4 million push notifications sent between February and August 2016, and here’s what they found — a vital list of dos and don’ts for push.

Fact #1: Open Rates Are Highest on Mondays

"Notifications sent early in the week have the highest open rates: as users approach Friday and Saturday, the imminent end of the work week and upcoming vacation days seem to draw their attention away from their phones," Ben Chen wrote for Tapjoy. "But by Sunday, notification conversions are on the rise again. So you know the best days — but what about the right hour? Just after lunch, it turns out."

Fact #2: Android Makes Opening Easier

The data reveals that Android users have higher open rates, at 3.10% versus the 2.38% seen on iOS.

Keep in mind that consumers also view their notifications from tablets. Advertisers might want to know that 25.6% of U.S. adults use iPads away from work for personal use, according to the latest AudienceSCAN research.

Fact #3: Weekly Frequency Gets Opened The Most

The “just right” point for scheduled notifications appears to be weekly, with a 3.03% open rate, while daily or monthly deliveries are opened much less.

Fact #4: The Phrase “Get your…” Gets More Opens

"These words offer something specific in exchange for opening. But be careful! Subtle differences lead to low open rates. “Come back” and “collect” both perform poorly: these words don’t create a sense of urgency. Meanwhile, “win” is among the worst words, with a 0.61% open rate for notifications using it — perhaps indicating that users are skeptical of chance-​based rewards."

Service providers can use push notifications to remind their loyal customers to come back in – and make sure to incorporate the words, "get your" in the messaging. This could be effective, since the latest AudienceSCAN study found 21.7% of iPad Users made a reservation or service appointment via their mobile devices in the past 30 days.

Fact #5: When It Comes to Push, Silence is Golden

"Silent notifications are opened more than twice as often as notifications that use a sound."

Including a business phone number in the notification isn't a bad idea either. AudienceSCAN's most recent survey revealed 14.5% of iPad Users tapped a click to call button/​link (to call a business or have them call the customer) during the past 6 months.

Fact #6: Not all Genres Are Equal

"Some genres get better open rates from push notifications than others. The best performing genres when it comes to open rate is adventure games (69.57%), followed by trivia games (33.33%), and puzzle/​strategy games (29.43%)."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.