Has anyone made any research on this topic?
Maybe the reason is lack of trust to the recently installed app or bad reputation of pushes?
Push notifications are a great way to engage app users, as long as it's not annoying. One example of this is wayfinding apps with beacon technology that detect when mobile app users are nearby and send push notifications to let them know something important. In this case, push notifications could alert a user of a special sale, which can be perceived as spammy, or that they have arrived at a certain desired waypoint (more useful, and less spammy), along with interesting information about that location. Think of how useful these are for tourist destinations, like museums, zoos, etc.
You've downloaded xyz zoo app, walk near the big cat area and get a push notice, "grrrrowl, don't miss our feeding time. In 30 minutes you can see us chowing down on fresh antelope quarters".
Because it is annoying. Many people have various apps installed. If they enabled push for every app that would basically mean their phone ringing / vibrating almost every hour which is really annoying. They only enable push notification from important apps that are crucial for them such as Whatsapp or Twitter.
I believe you are victim of a popular misconception that mobile users prohibit apps sending push-messages. There are several MYTHS about push-messages that go about. I believe that would help you in better understand the situation:
Myth #1: App users do not opt-in to push notifications
False. Yes, they do! And for good reason. A study by Localytics shows that starting from app usage, the percentage of apps only used once is 11% for users that have opted-in push notifications, whereas that percentage goes up to 20% when push messages aren’t enabled. Moreover, an average (between iOS and Android users) of 52% app users enable push notifications – and they average 88% more app launches than those who disable push notifications entirely. Interesting, right?
Solution: Demonstrate why users should opt-in to push notifications in your app screenshots and preview video
Myth #2 – Push notifications are the spam of the mobile world
False. It is no news: all of us receive so many messages each day it is tough to see through them all to spot the ones that might matter to us. But the truth is that the problem starts from the strategy: if it is generalized and poorly crafted, it will only make unpleasant noise by generating messages that have exceptionally low relevance to who receives them. These poor-quality communications damage the user experience and give mobile messaging a bad name. Most messages sent via mobile are generic due to marketers’ fears of mis-personalization. As a result, messages are sent based on popular topics or alerts but without any true relation to each user’s preferred content. The result? Low engagement rates and even lower conversion rates.
Solution: Harness the power of personalization.
Myth #3 – Geolocalization is creepy
Oh, come on. Just because you can access mobile users immediately and at all times, doesn’t mean you should. There is no golden time zone. Mobile marketing is risky when done wrong – a push notification sent at a bad time (or place!) is one of the best ways to ruin the user experience and potentially lose a user forever. For example, if you’re a retail store planning to host a sample sale, make sure to use Geolocalization in your messages to attract people who live in the neighbourhood or may pass by – if you send out a push too late for someone who is too far away might make them feel annoyed for not being able to attend.
Solution: Be smart with your targeting
Myth #4 – Not everyone is interested in receiving notifications
False. The truth of the matter is that if they’ve opt-ed in, they see the benefits of getting updates – but it’s up to you to segment users so you’re sending users the most relevant messages possible. For example, a customer new to your brand should not receive the same messages as a customer who is already engaged. And a one-time user should receive quite different messaging from a once-active, now dormant user. Successful mobile-focused companies engage with their users at every stage of the mobile lifecycle. A crucial step is tailoring your communication to each user’s current engagement state with your brand – send them the right message for their current “state of app-mind” – this way you’ll increase relevance for your users, and your chances to raise loyalty rates.
Solution: Segment users according to your mCRM strategy
Myth #5 – Push Notifications are a smartphone thing only
False, again. Digital brand engagement is not just about mobile apps. For most companies, relationships with customers are created across web, mobile web, apps, and social networks, and your push notification campaigns should be informed about customer behaviour across all digital platforms. According to Pew Research, over 40% of consumers own a tablet and a smartphone, and brands need to be conscious of this when sending notifications. The best way to spam your users is to bombard them with duplicate messages – a hazard that is especially tricky to avoid when the modern customer owns more than one device. Worse yet, device-based messaging results in mis-personalized push notifications.
Solution: Know your users’ habits through feedback and analytics.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath
