Using Notifications to Drive Engagement

localyticsLocalytics have new research that shows that in-app messages drive 3.5X higher user retention. But, as Localytics say…

“Many app owners wonder how to create content that isn’t viewed as spam and doesn’t detract from the user experience.”

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The problem is that unless the message is event/content triggered and is useful to the user then the notification is likely to be seen as an annoyance. For example, as some developers do, reminding the user about some feature of the app that isn’t pertinent to specific new content in the app is likely to be viewed unfavourably. If your app isn’t event/content driven then in most cases I’d avoid notifications as it’s harder to justify their use.

Localytics also have some recommendations for you to consider to help drive use of notifications…

  • Get the user to opt in (rather than have to opt out)
  • Provide personalised recommendations (rather than serving them with everything)
  • Provide notifications for upgrade or achievement notifications
  • Get users to share app content (I am less sure this is a good idea)
  • Provide app quick tips (I personally think this will annoy all but the most ardent fans of your app who will probably already know about the feature anyway)

You might also consider filtering notifications based on what content the user has previously viewed or what they have favorited/saved. Whatever you do, provide the option in the app for the user to turn off notifications otherwise some people might uninstall the app instead.