Mobile Push And Email Are Top Channels, Study Finds

Mobile push notifications are now the most important channel for 61% of marketers, according to 2022 State of Customer Messaging, a study released Tuesday by OneSignal Inc. 

These channels are followed by email and web push notifications.  

In addition, 44% of customers in the survey said mobile push is their most effect re-engagement channel, with email and web push notifications also top channels.  

"This data shows that mobile is poised to be the primary channel to reach customers effectively, and brands offering more personalized, automated customer journeys will drive crucial improvements for customer engagement,” says George Deglin, CEO of OneSignal.

The study also shows that in-app messages have up to a 30x higher click-through rate than push notifications. 



In addition:

  • Live chat is used by only 3% of the responding firms.  
  • Messages containing personalized content have a 259% higher engagement rate than those that do not. 
  • Notifications that use intelligent delivery by time zones and user location boost engagement by 28%. 
  • Pre-permission prompts improve iOS opt-in rates by 50% and Android by 15%. 

However, 68% feel that a multichannel communication strategy is very/extremely important to their user experience. That said, 54% are confident that their messaging campaigns positively affect company goals. 

OneSignal says it analyzed 100 billion messages and conducted a supplemental survey of 500 customers. The company helps clients with push notifications, email, SMS and in-app omnichannel messaging. 

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