push messages

Mobile push notifications: an effective but underused marketing channel

New research from Econsultancy shows that a fifth (20%) of companies now use mobile push notifications.

The findings, which are included in the Cross-Channel Marketing Report 2014, struck me as quite surprising given that it has the potential to be a very effective marketing channel.

I’ve previously written of my love for push notifications as I think they’re a very effective way for brands to engage with consumers.

For example, if I get a message from my Rolling Stones app then I’ll almost definitely open it up and see what Mick wants to tell me.

Similarly if I get a notification that H&M has a sale on then I’ll probably see what’s up for grabs.

Data from Urban Airship shows that push messages increase both engagement and retention by as much as 40% and 116% respectively (though it’s worth noting that the company makes money by selling its mobile marketing services).

Similarly, data gathered by Localytics from 28,000 apps found that users who enable push notifications have a nearly 3x higher retention rate compared to those who disable them.