leanplum-打破移动推送通知参与的障碍（英文）-2019.7-32页_2mb

Breaking Barriers to Push Notification Engagement Summary

Core Content Overview

This document explores the challenges and opportunities in push notification engagement across different regions and platforms. It emphasizes the importance of timing, personalization, and automation in increasing user interaction with mobile apps.

Main Findings

Sends vs. Opens

• Global Insight: 63% of apps send push notifications at the wrong time.
• Timing Discrepancy: Users open notifications at different times than when they are sent.
• Optimal Time: The document highlights the need for apps to align sends with user engagement peaks.

Regional Insights

North America

• Weekday Benchmark: Push sends peak during morning commuter hours, lunch breaks, and after school.
• Opportunity: Send between 6-9pm, particularly at 7pm, when engagement is highest.
• Findings: Users are less engaged during late night hours, and the 8pm drop-off in sends correlates with the highest chance of user attention.

EMEA

• Weekday Benchmark: Push sends peak late at night (9pm-1am).
• Opportunity: Send between 6-8am, when users are more likely to open.
• Findings: 9pm is the optimal time for push notifications in EMEA, but users remain engaged after that.

LATAM

• Weekday Benchmark: Engagement peaks during morning and evening.
• Opportunity: Send at 8am or after 6pm, avoiding the afternoon rush.
• Findings: "Push notification party time" occurs at 5pm when users clock out. Apps should send during this time.

APAC

• Weekday Benchmark: Push sends peak in the morning, but users are more engaged than expected.
• Opportunity: Send between 7am-1pm to capture the most engaged audience.
• Findings: Apps underestimate early morning engagement and over-send in the late night.

Key Strategies for Push Notification Success

1. Optimal Timing

• Use machine learning to predict user engagement times.
• Align sends with user behavior patterns to increase open rates.

2. Personalization

• Address users by name and send messages based on in-app activities.
• Tailor content to individual preferences and behaviors.

3. Marketing Automation

• Deliver messages based on user behavior without manual effort.
• Automate campaigns triggered by global events or user actions.

4. A/B Testing

• Test all variables (message content, timing, platform) without coding or app store resubmissions.
• Analyze data to refine future campaigns and improve ROI.

5. Analytics

• Understand customer behavior and measure campaign impact.
• Use insights to make data-driven decisions and improve messaging effectiveness.

Push Permission Optimization

• Only 42% of users opt-in to push notifications on average.
• Soft Ask Push Permissions: Encourage users to opt-in during peak engagement times.
• Multiple Ask: Prompt users multiple times to increase opt-in rates.
• Clear Value: Show the benefits of push notifications at key moments in the app experience.

Omnichannel Communication

Leanplum’s platform enables omnichannel engagement through:

• Push notifications
• Email
• In-app messages
• SMS

Newsfeed Feature

• Provides a persistent container for personalized communications.
• Alerts 100% of users to updates, extending engagement beyond traditional channels.
• Works in sync with badges to re-engage dormant users.

Case Studies & Success Metrics

• Wanelo: +27% engagement using A/B testing for product feed strategies.
• Soft Ask: +182% push opt-ins with personalized permission prompts.
• Optimal Time Delivery: +17% revenue increase by sending at peak engagement times.

Conclusion

Push notifications remain a powerful tool for mobile engagement, but their effectiveness hinges on understanding user behavior, personalizing messages, and timing sends strategically. Leanplum’s MMA platform offers the tools needed to optimize these strategies, enabling brands to reach users at the right time with the right message.

Contact & Resources

• Website: leanplum.com

• Email: contact@leanplum.com, sales@leanplum.com

• Social Media: Leanplum Blog, Forrester Guide, How to Triple Push Notifications

• Partners: Expedia, TESCO, StumbleUpon, imgur, OLA, App Annie, THE TIMES, ModCloth, Lyft