Purchase customers is a primary step, however after that comes a problem that should not be underestimated: retain these customers throughout the app. In 2021, day 1 after the set up, the retention fell to 27%, and after 5 days to 16%. After 30 days, retention was decrease than 10%.


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Because of push notifications, you possibly can enhance your app retention, however not with none technique: it is vitally essential that you simply elaborate a technique collectively along with your communications plan and that you simply section customers to ship every of them efficient communications.

Customizing these communications and the message typology are key to push notifications, as if you happen to don’t do it, they may have the other impact in your customers.

Push notifications: what are they?

Let’s begin with the fundamentals and first, we are going to see what push notifications are. Push notifications are brief and catchy messages that may be despatched to customers that opted-in for this kind of notifications, even when they don’t seem to be utilizing the app, to make them work together with it and enhance each the engagement and the retention. Push notifications are normally despatched to cell phones and tablets, however can be despatched to desktop or sensible watches.

Supply: Braze

Greatest practices to create environment friendly push notifications

In your push notifications to be as efficient as potential, right here yow will discover a collection of greatest practices that we advise you to comply with when making ready the communications technique in your cell app or recreation:

Generic messages and small customers pattern

If you’re solely starting along with your engagement technique, we suggest you to begin with generic messages to measure their affect in your customers and their first reactions. We additionally suggest you to not proceed to massing sending to all of the database, however to attempt to check totally different teams, segments and person sorts to have the ability to examine and perceive the totally different reactions and behaviors derived from the motion.

Customers segments

One other recommendation is to begin with a fundamental and easy segmentation. We’ll take gender, age, exercise and key behaviour of our customers as a foundation. All of the segmentation standards should be oriented in the direction of the goals we need to obtain or the actions we wish our customers to make within the app.


Customise the message in keeping with the person segments. If potential, the message needs to be personalized to the particular person receiving it, not solely within the content material but in addition within the tone and message that’s communicated. It’s not solely about what but in addition about how.

Time zone and hour

You will need to strive totally different days and occasions of the week to be taught and outline what’s the greatest day and time to ship push notifications to your customers. We suggest you to begin with the day the app is used probably the most in keeping with Google Analytics statistics.

Additionally, you will need to outline the variety of communications you’ll ship in keeping with the behaviour and reactions of the customers to your campaigns, as if you happen to ship an excessive amount of, you may make the customers uninstall the app or opt-out from the notifications of their cell settings.

Additionally, the content material you ship must catch the person’s consideration. We suggest you that the push notifications comprise a most of 10 phrases in order that they are often learn solely. They shouldn’t be aleatory despatched, nor comprise contentless worth to the person. If the push doesn’t carry worth to the person, the open price can be very low. We suggest you to make use of photos, GIFs and sounds to catch the eye and differentiate from different apps.

Push notifications customization

Don’t overlook that the extra you customise the messages that seem within the push notifications, the higher the affect from the customers. We suggest you to incorporate the person quantity into the push notification, or another factor that may make the message extra customized, as it will probably enhance as much as 1,3 occasions its open price.

Supply: Braze


Bringing the person to the app part we wish and he expects when clicking on the push notification could be very attention-grabbing. It would most likely enhance the conversion price to the target motion. It’s essential to measure the push effectiveness and the occasions made by the customers to gather information and, that means, analyze, modify and adapt your engagement and communications technique to your customers.

Uso de emojis

A examine from Hubspot confirmed that push notifications that comprise emojis have a 85% larger open price. Additionally they assist with conversion and retention as they’re visible components that catch customers’ consideration. Some emojis specifically, similar to

Supply: Hubspot

Customers behaviors

Linked to the segmentation, you should consider the reactions to the campaigns you ship. If a person opens a push the place we entice him to do one thing that he finally ends up doing, you shouldn’t ship him this communication once more. When you detect a really lively person on the app, it’s best to adapt the message and talk with him differently. Alternatively, if some customers don’t react to campaigns, you should examine their conduct on the app (evaluation of occasions) and attempt to perceive (testing totally different communication) what sort of stimulus provokes constructive outcomes for them, and thus, for you.

Cross channel communication

Even if you happen to can select to ship push notifications solely, they normally work higher if they’re part of a cross channel communication technique and mixed with different channels with their very own traits and benefits, similar to for instance the in-app messages that permit to empower the customers’ engagement throughout the app.

In accordance with this report from Braze, manufacturers that work with push notifications inside their cross channel communication technique can see their engagement price enhance as much as 844% in comparison with manufacturers that don’t work with it.

Push Notifications Technique

First steps

You will need to know the information you might have in your database to proceed to the segmentation: title, age, gender, exercise, classes, operative system, occasions, response to campaigns, and many others. With this data it is possible for you to to construct up the communication and engagement plan adapting the tone and content material of your message to the totally different established person segments.

We suggest you to begin with a low sending regularity, similar to for instance as soon as per week. You can additionally begin with sending generic push saying, for instance, simple presents to get throughout the app to make it the best potential.

Afterwards, analyzing the conduct and effectivity of the message, you’ll detect probably the most recurrent customers, those who greatest react to your campaigns and those who will should be stimulated a bit extra or otherwise.

Fundamental segmentation standards

The segmentation may be made in keeping with the next standards:

  • OS
  • Age
  • Gender
  • Lively customers, inactive customers, loyal customers
  • Person’s conduct or in-app occasions
  • App model

Push Notifications Sorts

Push notifications are divided into differing kinds and are helpful for various goals:

  • Inform about an essential replace or information concerning the app.
  • Inform about new variations for customers that aren’t updated with their app model.
  • Inform about benefits and all that may be achieved with the app.
  • Inform concerning the milestones.
  • Particular campaigns with superior segmentation (person behaviour within the app).

4 methods to schedule push notifications

Time-based scheduling

In accordance with this scheduling methodology, push notifications are despatched robotically, solely as soon as or repeatedly (as soon as each Friday, for instance). This fashion, you possibly can share information along with your customers or allow them to learn about a recurring occasion.

Supply: Braze

Motion-based scheduling

Ship push notifications in keeping with the actions made by the customers, for instance the affirmation of a purchase order or a cost in a monetary app. This fashion, you possibly can ship related communications that can be tailored to every person.

Despatched-time optimized scheduling

Ship notifications to the customers when they’re the almost certainly to work together, for instance at 7 am. for early birds, to make it possible for they see the push notification and to have the next chance that they work together with it.

API-triggered scheduling

Connecting to an exterior API, push notifications that aren’t primarily based on customers actions throughout the app however on exterior data similar to localization may be despatched.

Take advantage of out of your app Push Notifications in 2022

Briefly, it’s best to analyze all the information you could about your customers’ conduct throughout the app. From there, you’ll have to construct up a retention technique and get suggestions by way of push notifications to keep away from the app from being left unused and from customers uninstalling it.

To take action, you’ll have to consider the recommendation we gave you on this put up such because the segmentation, the day and time to ship the push notifications, the attractiveness of the message, deep linking… and most significantly, to strive totally different push notifications sorts till you discover what brings out the most effective advantages. Thus, your push notifications must be examined and you will have to research all of the notifications you ship in your app.