Push notifications have long been heralded as a powerful tool for user engagement. However, as the popularity of push notifications continues to soar, the effectiveness of these traditional approaches is gradually diminishing. In this article, we'll dissect the reasons behind the declining impact of push notifications and explore alternative strategies for sustained user engagement. Check in the differences between In-App Notification VS Push Notifications - Which Notification Channel is Better For Product Communication in 2024?
1. Understanding the Push Notification Landscape: It’s Saturated!
Traditional Insight:
Push notifications were once hailed as the secret weapon for doubling retention rates. However, with every mobile app leveraging this communication channel, users are inundated with a barrage of notifications, leading to desensitization and annoyance.
Analysis:
Research indicates that around 52% of app users find push messages to be an "annoying distraction." The sheer volume of notifications has led to user fatigue, making it crucial for app developers to reevaluate their approach. So, while push notifications can double retention rates as per studies, users are becoming more discerning, demanding personalization and relevance.
2. The Opt-In Conundrum
Traditional Insight:
Building trust is foundational for successful push notification strategies. Users need to willingly opt-in for alerts, signifying their consent to receive messages.
Analysis:
While around 60% of Android users and 45% of iOS users opt-in for push notifications, a significant portion reluctantly agrees due to past experiences with spammy, invasive messages. Around 52% of app users find push messages annoying, which is increasing every year.
Trust must be earned step by step, starting with allowing users to explore the app before prompting them to opt-in. SuprSend's In-App Inbox subtly emerges as a solution here that doesn’t require opt-in(s). By allowing users to access messages at their convenience, it eliminates the need for immediate opt-ins, fostering trust over time.
3. The Power of Personalization:
Traditional Insight:
Personalization has been recognized as a key driver for effective push notifications. Tailoring messages to user preferences was considered a winning strategy.
Analysis:
The current landscape demands more than generic personalization. Users crave genuine, tailored content that aligns with their specific interests. Offering customization options within the app for alerts can enhance the user experience and increase engagement. Mobile In-App Inboxes Have 17% Higher Click Rates Than Push Notifications. How can you use it with personalization?
4. The Content Challenge:
Traditional Insight:
Concise and impactful messages were deemed essential for successful push notifications. The focus was on delivering value within the limited character constraints. In a world of short attention spans, brevity is key. With only 90 characters on Android and 140 on iOS, messages must be concise, impactful, and personalized.
Analysis:
Due to character limits and space constraints, push notifications may not convey detailed information or complex messages. In-app notifications can provide more in-depth information, allowing users to interact with richer content and take specific actions within the app.
SuprSend's In-App Inbox's flexibility in message design allows for contextual, impactful, personalized content, fostering a direct and engaging connection with the user. Check more about How Mobile Inbox Increases User Engagement? (including a case study with inapp-inbox)
5. The Timing Dilemma:
Traditional Insight:
Timing was considered a crucial factor for successful push notifications. However, the challenge lies in identifying the right moments for message delivery.
Analysis:
The timing of push notifications can make or break user engagement. App developers need to prioritize user schedules, avoiding disruptive alerts during sensitive hours. Consideration for the user's context is vital to ensuring messages are well-received. SuprSend's In-App Inbox and web inbox, respecting user privacy, allows for strategic, non-intrusive use of location-based alerts, delivering value rather than an intrusion.
6. The Role of Cross-Platform Services:
Traditional Insight:
The use of cross-platform push notification services was considered standard practice for maximizing engagement.
Analysis:
While these services offer valuable functionalities, their effectiveness is contingent on the overall strategy. To ensure higher push delivery rates across different types of devices and OS, developers need to build and test for all devices & OS. App developers need to assess their unique needs and align with services that complement their goals. SuprSend provides its mobile inbox SDKs in all major programming languages, including React, Angular, Flutter, and more, to comprehensively cover all client device platforms efficiently.
7. In-App Notifications for Real-Time Engagement:
Traditional Insight:
Push notifications are delivered outside the app, requiring users to leave the current in-app experience to view and act on the notification.
Analysis:
This disrupts the user experience, especially when the user is actively engaged in the app. In-app notifications and web inboxes allow users to see and respond to notifications seamlessly within the app, providing a more user-friendly and uninterrupted experience. Check 6 Unique Types of In-App Notifications Every Product Manager Should Know.
8. Push Notification Deliverability Challenges:
Traditional Insight:
Push notifications may have poor deliverability due to various factors like OS optimizations, app uninstalls, background app status, and offline devices.
Analysis:
Critical communications cannot solely rely on push notifications. Achieving 100% deliverability is challenging. For essential communications, a combination of channels, such as email and text messaging, is recommended. Additionally, in-app inboxes ensure 100% deliverability, allowing users to access important information whenever they log in, even if they initially dismiss the notification.
9. Persistence of Notifications:
Traditional Insight:
Push notifications, once dismissed or cleared, are gone and cannot be accessed again by the user.
Analysis:
This one-time nature of push notifications can be limiting for users who may need to revisit or refer to the information later. In contrast, in-app inboxes and web inboxes provide a persistent space for notifications, allowing users to access and review them even after dismissal or clearing, ensuring a more flexible and user-friendly interaction model.
Conclusion:
Push notifications, once the darlings of user engagement, face new challenges in a saturated and discerning mobile app landscape. To adapt and thrive, app developers must reassess their notification strategies, embracing innovation, personalization, and a user-centric approach. The evolving expectations of users demand a shift from traditional models to more nuanced and thoughtful engagement strategies. In the relentless pursuit of user attention, it's not just about the push; it's about the resonance of the message, which mobile inboxes can easily provide. Next you might want to read 11 Reasons to Use In-App Inbox Notifications In Your Product Communication Strategy.
