Push Notifications In Android – A Guide For Marketers
A marketer is always on the lookout for finding ways to attract users towards their brand. They use various channels to send out marketing communications. However, nothing act as good as the push notification for android devices when it comes to user engagement if you can use them properly.
When you look to leverage a marketing channel like push notification, you need to know about the basics too. Unless you are aware of the technicalities behind it, you cannot optimize your push campaigns to create the maximum impact.
Push notifications in Android depend largely on the deliverability of the messages. The following sections tell you everything from how these messages are delivered to how to improve the delivery rates. Knowing these would help you to understand where your campaigns can go wrong, and how to optimize them for better results.
So without any further ado, let’s get to it.
Mechanism of Android Notifications Delivery
Before you create a push campaign, you need a strategy to achieve the objectives of your push notification campaigns. Moreover, like other marketing campaigns, you need a platform to launch a push notification campaigns.
While choosing a push notification platform, you need to look into the features they are offering. A comprehensive push platform includes capabilities like personalization, segmentation, and insight predictions. However, platforms like Vizury allows you to create push messages through carousel notification or send trigger push notifications too.
Pre-configured push notification templates
Whichever platform you choose, the basic principle of sending push notifications is more or less the same. You need to create the push message according to your target audience on the user interface. The message should consider the relevance of the products according to the user segment you select. In addition, you need to schedule a time of sending the notification.
Once you set the message schedule, the Cloud Network Delivery system from the Google Cloud Messaging (GCM) receives it. The network delivery system is responsible for the final delivery of the messages as per the delivery criteria you set.
After going through all these processes, your users will receive the notification. The push notification platform provides you with an SDK to track the performance of the notifications. It helps you to understand the performance of the push notification in android devices by analyzing the actions your users take.
Factors affecting Android Notification delivery rate
Push notification is considered as one of the most engaging modes of communicating. However, the performance of your campaigns depend on the delivery rate of the push messages. Several reasons affect the delivery rates of the push notifications. Some of them are:
1) Opt-out rates
The opt-in rate for android push notification is quite high at 91.1%. However, the opt-out rate stands at 40%, which makes your campaign ROI costly. Although opt-in rates tend to vary according to the app types, still it accounts for the non-deliverability of the notifications.
2) Connectivity issues
As smartphones are personal devices, a user can turn off the internet connectivity, or face internet connectivity issues at times. In these instances, the app gets disconnected from the cloud network, which is responsible for the delivery of the push message. In case the internet connectivity is not established within the Time of Expiry of the notifications, it is undelivered to the user.
3) App uninstallation
There are times when a user uninstalls your app. Now, there could be a delay in the identification of the device as non-functioning by the GCM. In these cases, your push message might not be delivered to the device due to a failed attempt by the GCM in sending it.
4) App notification turned off
Android devices give an option to the users to turn off notifications for all or some of the apps installed. The device manufacturers or the OEMs keep the feature available on the smartphone as a method to improve battery usage. When this feature is turned on for your app, GCM fails to identify or deliver the push message to the device.
Best Practices For Android Push notification
In spite of the reasons mentioned in the previous sections, you can increase the reach of your push notifications on the Web, App & In-app. You can check out the following techniques to improve the delivery of your push notifications in android.
1) Use your creativity
A push notification with an attention-grabbing creative is one of the best ways to keep your users engaged. You can use features like carousel app notifications, and rich notifications for your notifications. Messages with high-quality images and visuals can help you to interact with users better.
2) Optimize message length and using the right words
Mobile screen real estate is too valuable for any marketer. Create your push notifications with strong power words that can invoke an action from your users. Moreover, you need to tailor your message in such a way that it conveys the complete meaning.
3) Use rich media
When you create the push notification, nothing works better than having a complete detail. You can use product image, the price of the product and is clickable, scrollable, deep-linked with in-app product views across App (iOS & Android) & Website (Chrome, Safari (Mac) & Firefox).
You can also provide a clear image and visible CTA on your message. A rich and vibrant image let your users know more about the product and provide a urge to check out the product in the app.
4) Insert deep-link
Deep-linking for push notifications is an effective technique to guide your users to some specific pages on your app. Also, deep-linking helps you to measure the performance of the Android Notification. It allows you to track the CTR and CVR of push campaigns.
5) App mailbox
App inbox helps you to deliver your push notification to the app inbox in case there is an issue with the connectivity, or if the users are not opening your app regularly. It can act as a fallback technique to ensure that your push notifications reach the relevant users.
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