Push notifications are a source of tension between user and network. Many users disable them because they’re irrelevant, or because they simply have too many applications, which causes too much noise. An infographic from Kahuna details the benefits of a well-run push-notification campaign.
Across industries, mobile opt-in rates for push notifications are about 60 percent, but they fluctuate in various verticals. For gambling and business apps, the opt-in rates are sometimes up to 76 percent, while the rates are lower for finance and media apps.
As resistant as users may be to push notifications, they do work when it comes to retention. The 30-day retention rate for apps that use push is 44 percent, compared with just 17 percent for apps that don’t. When it comes to 90-day retention, apps that use push are almost three times stickier than apps that don’t.
While notifications have their benefits, apps do need to respect their users and their time, as well. The most common reasons users uninstall include too many messages, poorly timed messages and messages that lack personalization. If you want better user retention, better conversion and lower uninstall rates, personalization is a necessity, not an afterthought.
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