Urban Airship has the results of a new study on push notifications based on their push network that includes over 2400 apps. They report that push notifications can more than double app retention and well as boost engagement.
They suggest that there’s a missed opportunity for notifications to deep link into apps rather that just opening an app. My experience is that this isn’t always as easy as it seems. When the data to be notified isn’t part of the notification payload it can be tricky to have something to deep link to as the data isn’t necessarily in the app yet. It takes careful system design to ensure that the user doesn’t end up waiting a long time to load something they might rightly expect to be there already.