Mobile App Marketing Essentials. Lesson 4: Developing push-notification strategy


Are you one of those people who think that your goal is to make the user download your app? Then it might be interesting for you to know that just 20% of users even return to run an app again the day after it’s downloaded. As time goes on, that decline continues, eventually settling below 5% after one month and nearing zero after three months. Why is that? Because people tend to forget about the apps they don’t need to use every day.

That said, your challenge after getting your app downloaded, is to keep users interested and motivated to open your app every day. The most effective way to accomplish this are the push notifications.

You can think of push notifications as marketing emails for mobile devices.

Push notifications allow companies to send customized, scheduled messages to a large number of customers or to a smaller and targeted group, according to the message they want to communicate. Customers can be categorised by their location, the device they are using or the level of their engagement. In addition, users have the ability to control the messages flow and adapt it to their needs. In marketing terms, push notification is a strong tool in order to create brand awareness and engagement with the customers.

Why should you use push notifications?

There is an opinion that push notifications frustrate the users and the chances of your app being deleted increases. However, the correct use of push notifications can be a great help in:

  1. Getting back your users – Customer retention is an important metric when tracking traction for your app. The way to bring back users who have downloaded your app and haven’t come back to it beyond the first or first few times is to send them subtle reminder messages that tempt them back or make them want to be a part of the conversation.
  2. Communicating new offers and deals –  Push notifications will help to not only send out what’s new, but through targeted and optimized analytics, you can send out notifications that are relevant to the customer and at the most appropriate times.
  3. Providing useful content – Imagine you have accounts in 2 different banks. One of them sends a weekly push notification with your balance and transactions, while other one does not. Which bank will you be more keen on using? My guess is the 1st one, isn’t it?
  4. Sharing important app updates (e.g. new features) – Push notifications are another platform you can use to spread the word about you and share your news with your users, making them a part of your success.

Now that we figured out a couple of benefits of using push notifications, let’s go through some do’s and don’ts of push-notification strategy.

(Do) Always stay relevant – How would you feel if you had received a notification about a new hamburger deal being a vegetarian? Frustrated is probably the word! Always keep your push notifications relevant. Create segments of users, capitalizing on behavioral tags and “personas”. Treat each segment differently, keeping both the communication message and call-to-action relevant.

(Do) Keep it simple – Push notifications should contain limited characters and go straight to the point. Use verbs and a “hook” message.

(Do) Always include a Call To Action (CTA) – Do not forget that the goal of each push notification and is to drive traffic towards your app. If you forget to provide a CTA, the user will just read the message and forget about it at the same moment.


(Don’t) Spam users – Push notifications are not ads and the user should have control over them. If they do not want to be disturbed, they should have an option to turn off the notifications or adjust its frequency.

(Don’t) Ignore timing – Schedule push notifications (e.g. planning the time and date inside the content editorial). Define frequency to better suit your users’ needs. Consider local time, if you operate in various time zones.

(Do) Consider the location of your users – Context is different from the timing. Especially in verticals, such as retail, context is crucial to incentivize offers. Combined with other mobile technologies, such as geolocation, geofencing and beacons, push notifications can directly influence shoppers’ experience.

To read more about successful push notification strategies visit Localystic blog.

Would like to discuss your push notification strategy? Drop us a line!


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