What are push notifications used for?

The main purpose of push notifications is to inform users about updating applications, adding new content, or a reminder that the application has not been used for a long time. Also, they are used to notify users about news, promotions, and other things that may be of interest to them.

Why use push notifications

The main purpose of push notifications is to inform users about updating applications, adding new content, or a reminder that the application has not been used for a long time. Also, they are used to notify users about news, promotions, and other things that may be of interest to them.

There is a fine line between helping users and excessive obtrusiveness. Push notifications should provide valuable information, be timely, and contain relevant content. Usually, in mobile marketing they are used for the following purposes:

  • Information about the update or release of new applications
  • Sending out notices of special offers and promotions
  • Messages about the appearance of new content in the application
  • Reminders to users who have not visited the application for a long time
  • Informing users about received messages or actions of friends

It is important to explain to your users the benefits of notifications before the standard iOS window pops up with the suggestion to subscribe to notifications since iOS only shows it once. If the user is interested, show the request for push notifications. If not, save this one chance for later. You can implement these mechanics with preliminary requests within your application.

Optimizing push notifications

Using the advertising Push notifications network can help you optimize your push messages:

  • Use your own sound to notify your application, it’s better to send notifications at night without sound at all.
  • The optimal notification format, for example, for Android OS, you can use pop-up windows instead of standard banners.
  • A/B-testing of notifications to select the most effective.
  • Observe the optimal frequency of notification. Do not irritate people with too frequent appeals.
  • Collect information about user behavior for targeting based on behavior, for example, loyal users can be notified more often.
  • Automate notifications by creating triggers based on the user’s lifecycle.

Most push delivery services allow you to create segments of the user database. The more individually your proposal is formulated, the more effective it will be. Conversion of segmented distribution of push-notifications, on average, is three times higher than the conversion of the same messages to all users.

When creating segments for push delivery, you can use both your own user data and smartphone information: geographic location, language used, phone model, operating system, and so on.