Push notifications are just that – pushy. It’s the plight of every app developer. But more than one-third of people will delete your app if it gives them a push notification. However, this is actually an improvement from just a couple of years ago.

Localytics conducted a survey in 2017 and found that attitudes towards push notifications appeared to be improving and churn is on the decline – the report was a remake of the same one conducted in 2015.

Now, only 10 per cent of users reported that they would delete an app after receiving one notice a week, and the 46 per cent of those who said they would disable the app in 2015 dropped to 37 per cent.

With less churn comes great responsibility

Even though the 2017 results show consumers are less inclined to delete an app because of push notifications, any more than six in total will cause a massive drop-off in active users. That’s why the notifications you do send to users have to meaningful.

Done correctly, and these notifications can be a great tool to connect you to your users – here’s what developers need to keep in mind.

  1. Get personal

A notification with the underlying agenda of business growth isn’t going to cut it – these messages need to be tailored to the user. Consider your audience’s behaviours and preferences as you craft push content, data which you can easily gather from your app.

Additionally, make sure these are messages of positivity and not shaming, otherwise users could feel judged, and therefore turned off. For example, exercise tracking app devs should avoid messages inquiring why users haven’t been active recently, and instead deliver messages directing them to new workout routines.

push notification

Your push notifications don’t have to annoy users, rather, they can compliment their lifestyle.

  1. Make the message valuable

Don’t push just anything, make the notification something that is actually valuable to the user. These messages should only be relevant to the user so this content will have to consider things like intent, as well as minute details like their behaviours and location.

For example, push notifications from a food delivery service should therefore only be suggesting cool new places to eat within the delivery zone of the user’s address, otherwise the suggestions are of no value to them. Additionally, messages can serve as a valuable reminder, like to inquire about the user’s location if the GPS picks up that they’re farther away than the programmed home address.

  1. Embrace in-app messages

Push notifications don’t have to cloud home screens, they can also be delivered when the user is engaging with the app. The Localytics data team found that these messages can increase conversion by four times, and boost engagement by three times.

In-app messages tend to be more useful, explains Localytics, as they act as a roadmap to help users achieve goals and create that more personalised experience as they target the users in real time.

Set up your notifications so people can initially choose the types of messages they receive.

  1. Give the people choice

You can set up your notifications so people can initially choose the types of messages they receive. This helps ensure they are less bothered by the content pushed to them increasing the likelihood they read the content, and the fewer messages you send, the lower your chance of churn.

Additionally, it also gives you valuable insight into their behaviour so you can run more detailed campaigns in the future.

For more information on how Techwitty can help with your app development, contact our team today. We’re experts in UI/UX design, front and back-end development, API and data analytics so you can trust that we will get you up and running.