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When to Request Permission to Send Push Notifications

Earlier this month we launched The 2017 User Engagement Top 100 Report on mobile gaming, an inside look into the push messaging strategies of leading game studios.

 

Today we’re kicking off a three-part blog post series, summarizing each of these strategies. The first dives deeper into push notification permissions.

We determine industry best practices that all B2C growth marketers can apply specifically to their own mobile campaigns, as well as their broader omni-channel marketing strategy.

To accompany this blog series, we’ve also produced a mini infographic (see below) that details the results of our analysis.

 

Whether you’re planning to improve your existing push campaigns or can relate to the 19 percent of mobile games who have yet to implement one, here are our recommendations to keep your customers engaged and coming back for more.

Push it, push it good

Push notifications are widely adopted by mobile games. The majority (81 percent) of the top 100 sent out at least one push to new users over the course of two weeks.

Don’t miss the opportunity to welcome customers to your mobile app.

Push notifications can be an effective way to build rapport with your audience and strengthen brand loyalty for the long term.

The early Angry Bird gets the worm

Of the games that sent push notifications, 75 percent requested permission immediately after launching the app. 12 percent of games waited until the second session, 8 percent requested after a third app launch and the remaining 5 percent asked after playing a fourth time.

Set messaging expectations early. Don’t wait to communicate with new users.

Because app usage drops off precipitously in the days after an initial download, it’s no wonder why most mobile games request to send push notifications immediately.

Time is of the essence

Over the course of two weeks, we received 1,817 total push notifications from all 100 mobile games, for an average of about 18 messages per game or 1.3 messages per game per day.

However, a few outliers that messaged most frequently skewed this data: the median number of pushes was only six per game. This amounted to one push being sent by each game every 2.3 days.

Heed the communication preferences of your customers for better engagement.

Ask your users what types of messages they’d like to receive, and how often, to avoid a dropoff in push permission acceptance.

In the next blog post in this series, we will discuss how push strategy varied by mobile game genre. In the meantime, you can access the full User Engagement Top 100 Report for more insights and real-life case studies.

Want to make your push campaigns more successful? Want to learn how omni-channel marketing can help your business? Request a demo today to put our recommendations into action!

Iterable

Iterable is the growth marketing platform that enables brands to create, execute and optimize campaigns to power world-class customer engagement across email, push, SMS, in-app and more with unparalleled data flexibility. An integrated, cross-channel solution—built for marketers, trusted by engineers, designed with intelligence.

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