Based on data from over 671 million push notifications, mobile marketing automation platform Leanplum found that many apps are messing up their relevancy and engagement opportunities with users. The
company is introducing programmatic delivery to its messaging suite to help the 63% of marketers around the world that send push notifications at the wrong time.
In North America, the evening hours are the best time for users to receive push notifications, and marketers are getting close, but not quite there yet. According to Leanplum’s
study, “Breaking Barriers to Push Notification Engagement,” users open four times as many push notifications than are being sent at 8 PM.
Culturally, marketers are also missing the
mark, as many don’t take time zones and the global nature of their apps into account and send push notifications too late or too early for people in other countries to engage.
Leanplum’s new programmatic offering includes optimal time, which pushes at times users are likely to be active; soft-ask push permissions, which requests push permissions in app rather than
the default iOS prompt; newsfeed, which keeps audiences updated of notifications within the app; programmatic delivery, which sends messages to segmented groups based on news updates and promotions;
and email, which works across multiple channels.
Leanplum also offers A/B testing within their platform.
Finding the right times to engage users is a constant battle for mobile
marketers, but getting it wrong can have huge implications for the lifespan of an app.