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How does your cellular app push notification technique stack up towards the competitors? That’s considered one of a number of key questions we set out that can assist you reply in Airship’s new report: Push Notifications & Cellular Engagement: 2021 Benchmarks.



Be aware: We’ve shared the general benchmark stats right here; for industry-specific benchmarks for retail, journey, media and extra, obtain the complete report.

To create the report, we analyzed information from greater than 600 billion push notifications despatched by way of Airship to greater than 2 billion customers in 2020. The end result? The definitive cellular app push notification benchmarks that can assist you assess and elevate your push cellular technique. The report focuses on three key areas: opt-in charges, direct open charges and month-to-month push notifications per consumer.

Decoding the Knowledge

The benchmarks had been damaged down into excessive (ninetieth), medium (fiftieth) and low percentiles (tenth). The fiftieth percentile quantity is the median for the vertical. The tenth percentile quantity means 10% of the apps had a decrease worth, whereas the ninetieth percentile quantity means 10% of apps had a better worth.

For instance, in case you are a media model with a 60% opt-in price on iOS, you evaluate with the highest 10% of apps on this research and might really feel assured that you’ve a few of the highest opt-in charges in your vertical.

Nevertheless, in case your direct opt-in charges for that very same vertical are lower than 29%, you’re within the backside 10% in your vertical and there’s vital room for enchancment.

Choose-In Charges for Push Notifications

As soon as a buyer downloads your cellular app, getting them opted-in for notifications is crucial to deepening engagement. That’s as a result of when customers choose in and keep opted-in, manufacturers can attain out past the confines of their app to have interaction individuals proper on their system lock screens — probably the most seen actual property accessible!

This benchmark is essential to assessing whether or not your messaging and buyer journeys are delivering the optimum opt-ins in your model and {industry}. In case your opt-in price is on the low finish, listed below are some suggestions that may assist: High 10 Tricks to Get the Choose-In.

Direct Open Charges for Push Notifications

Your push notifications are solely pretty much as good because the engagement they generate. So it’s vital to know the way your direct open charges evaluate to these of your rivals.

Use this benchmark to evaluate whether or not your push notifications are delivering greatest in school conversion and engagement, or whether or not you’ve acquired room to enhance. Regulate this determine, whereas additionally monitoring conversions, energetic customers, opt-outs, oblique opens and uninstalls to get a extra granular understanding of how push messages are influencing engagement and retention over time.

For push notification methods to enhance engagement, try this weblog publish: Push Notification Methods for Buyer Retention.

Common Month-to-month Push Notifications Per Person

Total, we all know that extra frequent push notifications have a tendency to extend app retention charges. Nevertheless, too many messages can begin to appear to be spam, shortly eroding belief. The secret is to search out the proper stability to maintain clients engaged with out overwhelming them.

What number of is just too many? Use this benchmark to know the place your model stands inside your vertical and throughout industries. In the event you need assistance discovering the proper stability, we’ve got 11 Confirmed Push Notification Methods for Buyer Progress.

An efficient push notification technique can create a world of alternatives to be there in your clients within the moments that matter most, maintaining them engaged and driving conversions.