OpenBack Whitepaper - Reliability in Push Notifications (Delivery & Metrics)

Blog

Last update: May 2019

8 mins to read

Timing Is Everything

When it comes to communicating and engaging with your customers Timing Is Everything, especially with Push Notifications.

We’ve all been interrupted by a message, notification, or in-app message at an inopportune time. With opt out rates that can be above 60%, it is getting harder and harder to get your notifications noticed by your customers. Let alone making it relevant. In our fast-paced society with many things vying for our attention, timing becomes a crucial consideration when sending notifications – and we’re not talking about standard clock time here.

Recently I’ve heard some stories around notifications (or #notificationfail as we call them – check out our twitter feed @OpenBackLibrary for more examples ) where the company has not cared about when their customer got their notification:

  • One person was sent a message at 3am UK time, because the app based in San Francisco didn’t think to account for the 8-hour time difference.
  • Another person received a notification from a phone usage app informing them that they opened their phone 71 times the day before, while they were driving their car. Both unnecessary and terrible timing.
  • A customer we met last week told us they opted out of a particular sporting app because they sent too many notifications for sports and games that he didn’t care about. This overflow of push notifications meant he had a lot of unread messages clogging up his home screen.
  • Finally, one customer was sent a notification for a flight they were taking, advising them of a 3-hour delay. When they got to the airport, it turned out there had been no delay and the plane had already left, on time.

Timing Is Everything

We know that if you time push notifications correctly, understanding when the person is most likely to interact or open your notification, you’re going to get more people opting in to your notifications. How do we know this? Well, our customers stats, for one.

Our customers see a 30%+ better opt-in rate when they use the OpenBack Platform versus using our competitors’ platforms. Apps using OpenBack have been downloaded across tens of millions of phones, and those apps see an interaction rate of ~78%. Really, it’s just common sense that sending a notification at a time when it suits the end user (customer) will increase opt-in and interaction rates.

By targeting customers using things like device time (based on the location they’re in), movement (don’t send a notification while the phone is moving), dynamic messaging (one score update that changes), or unlocking their phone (yes, this can be done), you’re improving the way they interact and experience push notifications. Not just push notifications, but your communications and brand!

The OpenBack platform has always been about putting the user first, allowing you to personalize what they get sent, then using their behavior to deliver the notification at the right time for the customer, boosting engagement and retention KPIs while lowering churn and notification blocking and opt-outs. Imagine a company that puts customer experience before blasting out messages! Here’s hoping this will eventually become the standard for mobile communications.

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