Gerrit Rode

The delivery time of push notifications has usually a significant impact on the performance of a campaign and should be taken into account when setting up new campaigns. Today we would like to share our knowledge and results from previous and current campaigns:

Analyse the usage behavior of your app:

Understanding the usage frequency of your app provides a helpful tool to set a delivery time for your push notification campaign. Check your app analytics and identify the timeframe with the highest usage, that is with the highest number of sessions. Sending push notifications during time slots where the usage is higher has allowed us to achieve in selected projects an uplift of 200% to the click-through rate result.

Testing is pivotal

Although monitoring the time frames as described above provides useful indications, you will still have to go through a testing phase and this must be carefully planned and carried out. Benchmark the results of your push notification campaigns during 2-3 hours on a regular basis and over a few weeks you will be able to see patterns emerging: use this information to further optimize the delivery time of your campaigns. Look at the indirect opening rate of your push notifications because push notifications have a branding effect which must not be underestimated, and that typically accounts for up to 50-150% additional openings of your App in connection with the sending of your push notification campaign.

Consider your message

The message of your push notifications should also match the sending time. Match the type of your push notifications, for example engagement dialogue, transaction dialogue, and news dialogue to the sending time of your push notifications. Your users are typically not available at certain times and this may have a significant impact on the performance of your push notifications. The daily news push notifications, for instance, perform especially well in the morning. Product presentations or other transaction-related dialogues typically perform at their best in the evening.

These are just some very basic guidelines about the fine-tuning of a successful campaign. Feel free to contact us if you want to know more on this topic.