Push Notes-Best Practices for Native and Web Apps
Push notifications are quickly becoming a powerful tool for businesses. During 2020, mobile push notes jumped 78% as businesses were looking for ways to stay in touch with their customers during COVID. This trend is not going away any time soon, but consumers can get fatigued by constant alerts on their phones. In an effort to help you navigate the push notification waters, we are going to look at the current trends and best practices to be successful in this type of marketing.
What is a push notification?
For those of you who are new to this technology, push notifications are short messages sent to an app or web app users phone (for a web app, people can receive messages on their desktop too). Typically, these little messages are used to let customers know about new product launches, specials, sales etc. which can boost traffic and revenue. The problem is, people are getting bombarded with alerts that make them tune out and turn off. TIP: Always keep your customer's interest as your priority and avoid the pitfall of only thinking about making more sales.
Best Time to Send Push Notifications
This depends on where you live, so let’s break it down by region. "Breaking Barriers to Push Notification Engagement" by Leanplum, is where we get this great info on international best practices.
During the week, companies send push notes during morning commutes, lunch break and after school., These are not the best times! Instead, send them after people are done with dinner and starting to wind down. Best times are between 6-9pm (local time).
On the weekends, companies will send push notifications during the mornings and afternoons, but the best times to send them are during 4-5pm (local time) after people have run their errands or spent time with family.
EUROPE, MIDDLE EAST, AFRICA
During the week, most apps send notifications late at night from 9pm-1am. The best opportunity for more opens is early in the morning; 6-8am (local time). On the weekends, the opposite if true, you should send them between 9-10pm (local time); 9pm being the magic number.
There are two windows of opportunity for businesses during the week. People are more engaged during the morning and evening hours, 8am and during the evening hours 8-9pm (local time).
On the weekends, the best time for notifications are at 6pm, that's when users are most engaged.
Most apps send notifications in the late morning hours, but the best time is between 7-9am (local time) that's when people are more engaged. This time frame will also “beat the rush” of other notifications, giving you a better chance of getting your customers attention.
On the weekends, there is a wider opening for engagement. The best time range is from 7am-1pm (local time).
How often should I send push notifications?
Honestly, there is a lot of data that shows more opens depending on the industry and the type of audience you serve. Most businesses can use push notifications 2 times a week and they usually see good results.
We suggest doing some research on your customers and your industry, and then try sending notifications based on one or both and see what kind of results you get. Remember, marketing is all about testing. So, don't be afraid of trying different strategies throughout the year.
Once you figure out when people are engaging and what messages are working, create a calendar so you can keep sending relevant messages at the right time to keep your customers happy and engaged.
The key is consistency over frequency
Make sure you send push notifications people want to read. If you are a retailer or restaurant, people want to know about special offers, coupons, flash sales, special events and discounts. If you are a professional, think about free tips or useful information that your customers would want to use for their own success. Gyms and trainers can use push notes to motivate or remind their users of daily tasks (like drinking water or getting sleep) or to log their progress. Schools can use push notifications for important information like school closings and upcoming events. Travel agencies can use notifications for special travel deals or tips about different countries (like "know before you go" or travel updates due to extreme conditions).
The BEST practice? Know your customer
In closing, you can use these best practices but still miss the mark if you don’t understand your customer and what they want from you as a company. For example, if you are a retailer having a sale, you need to alert your customers in a timely fashion. Don’t send a push notes on a Saturday when no one will engage with it, sending it on a Wednesday or Thursday evening when you know that your customer is winding down. This will give you better results!
Always consider what brings a customer in the door or to your online store? Is it Free shipping, Buy 1 Get 1 Free, Flash Sales or coupons? These are the types of things you want to remind your audience about in advance.
Try to capture the feeling of useful reminders instead of aggressive ads. Ask yourself, "what makes me open a push notification?". Your customers probably think the same way.
We hope this information will guide you through planning an effective push notification campaign. If you need help organizing a push notes calendar, contact us for a consultation! We will work with you to create monthly to-do lists customized for your industry.
Check out our ‘Best Times to Send Push Notifications” infographic. Feel free to save this image for easy reference.