Users who opened a push notification have 53% more monthly sessions compared to users who have not engaged with a push

In 2015, we found that app engagement was higher amongst apps who utilized effective push notifications. In 2016, we added retention to push’s repertoire:

*graph shows average 3 month retention rates across apps


This is great news for mobile marketers, as retention continues to be a major issue for apps. It means push notifications have passed the reliability test and are now viewed as a permanent fixture in any successful app marketing strategy.

But what makes a user want to open a push notification? When it’s individualized to the end user. An individualized message moves beyond just knowing a user’s name; it takes into account their actions within the app (and possibly on other channels) as well as if they fit into a particular audience based on their profile attributes.

By November of 2016, it became clear that our message about the mobile engagement crisis was hitting home, since we found that by then, 65% of push notifications incorporated some sort of audience segmentation:

This is great news, considering our data team found segmented messages have proven to be wildly successful, leading to a 2x lift in sessions and 5x increase in conversions. If you take a step back to really think about it, none of this should be a surprising. The very nature of apps is a personal one, allowing users to carry out tasks and access information relevant to them. Incorporating user data, such as profile and behavioral information, into your push notification strategy is a surefire way to entice users to engage with you:

The proof is in the data; individualized push notifications work to drive sessions. And we saw the same compelling story for click-through rate. The more personalized information the app took into consideration when crafting the push, the more likely the end user was to click-through:


So if you’re not seeing push pay off for you, it’s time to go back to the drawing board and optimize your strategy to ensure it accounts for user behavior and profile attributes.