NOTE: We've released a whitepaper in October 2020 which explains how we used Machine Learning to build a framework for mobile marketers. This framework predicts Push Notification Delivery Rates with an 80% accuracy – higher than any other model available right now!
Up to 20% app opens are influenced by push notifications. Mobile push notifications are a great way to drive user engagement and conversions. For app users, push notifications provide greater control over the kind of content they want to see. Today, companies across verticals use mobile push notifications to meet a variety of user engagement needs on their app. While the stats sound promising, not all push notifications that are sent reach the end-users. Want to know why you don’t have 100% push notification delivery rates? We’ve got the answers in the MoEngage push notifications delivery report.
We’ve analyzed data from push notification campaigns across 35+ countries to derive insights into factors that impact push notification delivery, engagement, and conversions. We’ve also included industry best practices and benchmarks to optimize your push notification campaigns.
While Cloud messaging platforms like GCM (Google Cloud Messaging) accept all push notifications, it fails to send them to devices that are inactive or not connected to the internet. The notifications that are successfully sent to GCM are not delivered to the end-users due to a multitude of factors like OEM restrictions, network issues, and other factors that cut off the device from the GCM service.
To understand why notifications successfully sent to GCM are not delivered to all users, we analyzed our client data including sent numbers and notification impressions from the client’s devices. The final results were divided into main themes like the impact of user activity, device model, etc to get detailed insights on factors that impact delivery rates.
For instance, we found a direct correlation between the activity of the user and the push notification delivery rate. The highest delivery rate of over 80% was observed for users who were active in the last 24 hours.
1) Notifications may be blocked by the user at OS level.
2) Device-specific issues that disallow notifications.
3) Network issues due to which users aren't connected to GCM.
4) Time to Live for the campaign expires before the delivery of the notification.
5) The gap from GCM in marking token as inactive.
6) Security firewalls in corporate setups that prevent notifications.
Even though you may not achieve 100% delivery rates, you can still improve your existing delivery rates with push amplification tools like MoEngage. The report also explains how Push Amplification works by detecting the failure in notification delivery and acting as a fallback to the GCM and delivering the notification to users. You can learn more about push amplification here.
To get an in-depth understanding of the correlation between factors such as user activity and device model on notification delivery rate, you can download the full report here.
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