Amplify Your Push Notification Delivery
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The document discusses the significance and mechanics of push notifications, employed in mobile apps to enhance user engagement and retention. It highlights delivery rates, factors influencing these rates, and the role of MoEngage in amplifying push notification delivery. The document also provides insights into user behavior, critical metrics, and comparative data across various device manufacturers and market segments.
Amplify Your Push Notification Delivery
- 1. Amplify Your Push Notification Delivery Understand how to do it the right way!
- 2. Raviteja Dodda CEO, MoEngage Inc. Nalin Goel V.P Product, MoEngage Inc.
- 3. About MoEngage MoEngage is an Intelligent Marketing Cloud, built for the Mobile-first world. Push In-app NATIV Email Web PushConnectors SMS
- 4. About MoEngage We work with leading consumer businesses across the world, helping them drive Customer Retention and LTV.
- 5. Agenda • What are push notifications and why are they used? • Understanding the push notification delivery mechanism • Delivery Rate & Factors that impact your notification delivery? • Push Amplification by MoEngage - Take your push delivery to the next level • Q & A
- 6. What are push notifications? Push notifications are popup-like messages that appear on a user’s mobile device, sent by mobile apps to their installed users. Only the users who have your app installed on their device can receive push notifications - even if the app is not open. Users opt-in to receive push notifications. On Android the opt-in is enabled when the user installs the app. On iOS, users opt-in after seeing an opt-in prompt when they open the app
- 7. Why are they used? Push notifications can be used to meet a variety of engagement needs on your app. Here are some use-cases, where Push notifications can be used to drive better engagement and conversions.
- 8. Content / Offers Communication Transactional Alerts
- 9. Cart / Browse Abandonment Geo-targeted Notifications
- 10. Up to 20% App opens are influenced by push notifications. Up to 45% CTR observed for push notification campaigns. Up to 15% E-commerce conversions are driven by notifications. Up to 4X Engagement for push notifications that are personalized, when compared to general/ batch push notifications. *MoEngage analysis
- 11. Understanding the push notification delivery
- 12. Understanding the push notification delivery Message creation The app marketer creates the message manually through a message composer interface. The interface is usually provided by the Marketing platform like MoEngage. Segmentation The app marketer specifies/ defines the audience to whom the push notification is intended e.g. 7-Days Inactive users Timing The app marketer defines whether the push notification is to be sent immediately or at a scheduled time in future.
- 13. Understanding the push notification delivery
- 14. Delivery Rate (Android) – How is it measured Impressions Impressions is the count for number of user devices that have received the notification sent by the marketer. Successfully Sent Successfully sent is the count for number of push notifications that are accepted by GCM/APNS Impressions Successfully Sent
- 15. Delivery Rates – For All User Campaigns 1 From our analysis across clients from different business verticals (Retail/Media Entertainment/Travel etc.) and geography (India & SEA), we found that delivery rates for All User Campaigns range between 14% to 48%. 0% 5% 10% 15% 20% 25% 30% 10 - 15 15 - 20 20 - 25 30 - 35 35 - 40 40 - 45 45 - 50 Notification Delivery Rate Range for All User Campaigns Delivery Rates: MEAN: 33% Q1: 31% MEDIAN (Q2): 34% Q3: 42% In %age %ageofclients
- 16. Delivery rate by User’s last activity 1 User was Last active 80% 65% 58% 51% 46% 39% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% in last 1 day in last 1 week b/w last 1-2 weeks b/w last 2-3 weeksb/w last 3-4 weeks b/w 4-8 weeks before 8 weeks NotificationDeliveryRate
- 17. Understanding the push notification delivery Device Connection State GCM/ APNS checks if the user device is connected to a network. Last App Activity GCM/FCM doesn’t invalidate the tokens of some users who weren’t active, and have uninstalled the app.
- 18. 1 Delivery Rates for Top Five Device Manufacturers 55% 21% 12% 51% 51% 0% 20% 40% 60% 80% 100% 120%
- 19. Delivery Rates for other popular device manufacturers 1 36% 20% 16% 20% 36% 0% 20% 40% 60% 80% 100% 120%
- 20. Delivery Rate by Device Manufacturer & Last Activity 1 0% 10% 20% 30% 40% 50% 60% 70% 80% in last 1 week b/w last 1-2 weeks b/w last 2-3 weeks b/w last 3-4 weeks b/w last 4-5 weeks b/w last 5-6 weeks Motorola Samsung Xiaomi Lenovo Asus Vivo Oppo
- 21. Delivery Rate across Android OS Versions 1 11% 16% 19% 29% 48% 44% 0% 10% 20% 30% 40% 50% 60% Jelly Bean Kitkat Lollipop Marshmallow Nougat Oreo Notification Delivery Rate Android N has the highest delivery rate. Oreo is experiencing low delivery rates due to - Higher battery optimization by OS. - Introduction of notification channels.
- 22. Delivery Rates for All User Campaigns by Device Network 1 39% 35% 26% 13% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Wifi 4G 3G 2G Unknown Delivery Rates - Device Network Wifi 33% 4G 29% 3G 13% 2G 2% Unknown 23% Network Share
- 23. Factors that impact Delivery Rates Device Model OEM factors determine the devices’ connectivity to GCM/ Network. We have observed that certain Device Manufacturers like OPPO, VIVO and OnePlus that use Custom OS have built tighter battery optimizations which in turn cut-off GCM/FCM notification delivery service resulting in no delivery of notifications to those devices. Device OS Device OS version also controls the parameters like the app running in the background, new support like notification channels that in turn impacts push delivery. Device Network Device Network also has great impact in ensuring that your notification is delivered and on the right time.
- 24. Delivery Rate by Campaign Time to Live (TTL) 1 38% 35% 33% 33% 31% 21% 24% 27% 30% 33% 36% 39% (> 24 hrs) (18-24 hrs) (12-18 hrs) (7-12 hrs) (1-6 hrs) FCM/GCM may fail to immediately deliver the notification if the device is OFF or not connected to internet. Higher TTL provides larger duration and hence more attempts to deliver the undelivered notification.
- 25. Factors that impact Delivery Rate Message’s Time To Live (TTL) Higher message TTL allows GCM/FCM to try more times & for a longer duration, during which chances of user coming to network and receiving the notifications increase. Higher the TTL, better the reach and delivery rates. Campaign Send Time Campaigns sent at right time allow us to maximize the reach. At best time, there are high chances that most of your users are connected to Internet and may even have recently used your app.
- 26. Market share of Device Manufacturers 1 Samsung 29% Xiaomi 25% VIVO 10% OPPO 10% Motorola 7% LENOVO 7% Micromax 5% OnePlus 3% HUAWEI 2% GIONEE 2% Samsung 30% Xiaomi 26% OPPO 22% VIVO 7% ASUS 6% LENOVO 3% Sony 2% HUAWEI 2% ADVAN 1% LGE 1% Device share in India Device share in SEA Higher share of OPPO & VIVO probably explains why delivery rate for SEA is lower than India
- 27. Delivery Rates (All User Campaigns) – India vs SEA 1 Delivery Rates in India and SEA differ by around 3% (~10% relative) 38% 35% Delivery Rate Delivery Rate
- 28. Delivery Rates across business verticals Delivery rates vary greatly with business verticals. It is primarily because businesses have different use cases around user’s Recency & Frequency. DeliveryRate
- 29. Summary – key factors influencing delivery rates Last App Activity GCM/FCM doesn’t invalidate the tokens of some users who weren’t active, and have uninstalled the app. Device Manufacturers Certain Device Manufacturers like OPPO, VIVO and OnePlus that use Custom OS have built tighter battery optimizations
- 30. Push Amplification Increase push notification delivery by up to 20% with MoEngage
- 31. Industry-first Solution for Push Notification Delivery Issues When a notification delivery fails, MoEngage Push Amplification acts as a fallback to GCM, and delivers notifications to the device.
- 33. Increase in push notification delivery by device OEM Up to 20% Aggregate improvement in Push Delivery Push Amplification Results South Asia’s largest hotel chain.
- 34. Increase in push notification delivery by device OEM Up to12% Aggregate improvement in Push Delivery Push Amplification Results Leading over-the-top Video Service provider in emerging markets.
- 35. Questions? Write to us at hello@moengage.com, if you would like to speak to our Mobile Engagement Specialist!