Last update: December 2018

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, call or notification or in-app message at an inopportune time. When you are driving the car, or you’re in the cinema, or in a meeting. With opt out rates that can be above 60+%, it is getting harder and harder to get a notification in front of your customers at the right time. Let alone making it relevant. Timing becomes one of the most important things to consider. It is not just about the time of the clock either!

Recently I’ve heard some stories around notifications (or #notificationfail as we call them – just 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, being 7pm in San Francisco. This meant that the app who sent it didn’t care enough about when they got the notification.
  • Another person got sent a notification from a phone usage app to tell them they have opened their phone 71 times the day before, while they were driving their car. Terrible timing.
  • A customer we met last week told us they opted out of a particular sporting app as they sent too many notifications for sports and games that he didn’t care about. The multiple updates (instead of it being dynamic) meant he had over 10 notifications clogging up his home screen.
  • Finally, one customer was telling us about the time they were sent a notification for a flight they were taking. The delay was by 3 hours. When they got to the airport, the flight had left 3 hours earlier, on time. Bad timing and bad management in this instance.

Timing is everything.

We know that if you time the push notification message 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 by using the OpenBack Platform versus using our competitor’s platforms. With tens of millions of phones with apps using OpenBack those apps see an interaction rate of ~78%. It seems crazy (not), but who knew that sending a notification at a time when it suits the end user (customer) would increase opt in rates 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 personalise what they get sent, then using their behaviour 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 their customer ahead of their message just getting out! That should be how it is done.