What has an average 43 percent opt-in rate and widespread adoption? Not email, with its 2 percent opt-in, nor SMS, with an opt-in that floats between 0.7 and 3.2 percent.
With mobile apps accounting for over half of digital media engagement, savvy marketers are turning toward push notifications, which get a 43 percent opt-in rate on average. Drawing on a study of nearly 100 billion push notifications, the largest and most statistically significant of its kind, our new report, "Push Notification Opt-in Rates," explains both what makes a push notification engaging—including examples from major brands such as Victoria's Secret—as well as the best way to deliver that all-important opt-in message to begin with.
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With just over half of all ecommerce website traffic coming through a mobile device these days, keeping loyal customers informed with quick, relevant messaging is an important part of any effective mobile strategy. And notifications are proven to be an incredibly effective means of doing this.
It's not surprising that app engagement tendencies are determined at the point at which the user opts in or opts out of receiving notifications. Users who opt in to notifications are four times more engaged with apps and two times more likely to continue using the app than those who opt out.
So what's the trick to getting users to opt in in the first place? Some apps have addressed this by creating interactive walkthroughs that explain to the user all that can be gained from opting in. Other app makers have taken this one step further, setting up customized, contextually relevant opt-in opportunities. Alaska Airlines, for example, only encourages users to opt into flight notifications after they have viewed their flight in-app. If they previously opted out, the airline provides instructions on how to turn push notifications back on in the phone settings.
Regardless of what your notification opt-in strategy may be, or if you have one at all, every app wants to retain users and keep them engaged. Check out our report for more info on how notification opt-ins can help you create a robust user base, and to see how your opt-in rates match up against industry standards:
Download a free copy of "Push Notification Opt-in Rates"
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