Impactful Push Notifications

@andy_carvellandy.carvell@phiture.com

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Andy CarvellPartner

Pablo PennyConsultant

PHITURE… IS HIRINGMOBILE GROWTH CONSULTANCY FROM BERLIN

Moritz DaanPartner

WE HELP APPS GROWMobile Growth Audits, Mobile Marketing Automation, App Store Optimization, Analytics & Insights, and more.

www.mobilegrowthstack.com

Push Notifications

Push notifications can increase:

● Engagement

● Visit Frequency

● Retention

● Re-Engagement (churn reduction)

Activity Notifications Architecture (music streaming example)

Impact = Reach x Relevance x Frequency

PERSONALIZE to increase Relevance

Personalization can be done in many ways:● Recommended content

○ based on expressed or implied taste, usage history

● Use info from user profile (username, geo, etc.)● Timezone & Language

Social signals (likes, comments, trending among your network)

Frequency: typically dependent on external events

Frequency of New Track notification is more than 100x New Playlist

New Track has more potential to drive impact

Tips for Optimizing Impact

● Maintain a portfolio of different notification types

● Prioritize high-reach notifications first

● CTR (proxy for relevance) can be improved (within bounds) by careful design, personalization and A/B testing of copy, emojis, etc.

● High-Frequency notifications have highest risk of annoying users: pay attention to opt-out rates

Some examples:

Medium recommended posts:

● High Reach (entire user base gets these)

● High Frequency (I receive around 2x per day)

● High Relevance (personalized based on my reading history)

(Classification: Star)

Some examples:

KAYAK Price Alerts

● Low Reach (more or less a power-user feature)

● Medium Frequency (depends on price volatility)

● Very High Relevance

(Classification: Northern Light)Image credit: Localytics

Some examples:

Waze roadworks alerts:

● Low Reach (geo-fenced)

● Low Frequency (in most areas, at least)

● Very High Relevance (could help your morning commute)

(Classification: Eclipse)

Some examples:

ASOS Sale Alerts

● High Reach (all users)

● Low Frequency

● Med Relevance (could be increased with personalization)

(Classification: Full Moon)

RECAP

Impact = Reach x Relevance x Frequency

Thanks!

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@andy_carvell