No fewer than thirty-eight billion push notifications were sent to the world in 2015. This message format, which is now an integral part of the arsenal of customer relations deployed by advertisers, appeared in 2009 With mobile applications. The format is then adopted progressively by the social networks then seduces the applications of messaging. Quickly there come the media that use to notify of a fresh news and, little by little, the format is generalized to more commercial applications: Darty, Fnac, etc.
Few are, in 2017, the Apps not to embed the functionality of push. And it is now the websites that go there little by little, the format being compatible with 40% of browsers. If this format is so popular, it is because it is inexpensive, while it offers more and more important targeting and personalization possibilities and allows to establish a close relationship with its Customers / users.
Mobile platforms constantly evolve since their creation the form of these push notifications. From simple text to origins, they are now enriched with sounds, emoticons, pellets, dynamic fields, images and even buttons of interaction. The release of iOS 10 has been accompanied by several announcements around the push notifications.
Different formats of PUSHS NOTIFICATIONS.
There are several “technical” notifications. Among the notifications supported by mobile applications are: • Push notifications: they are found in the notification center of their phone and they commit to open the application by providing a message. They can be enhanced with an image and, since iOS10, a GIF, videos, sounds and interaction buttons. • In-App messages: This type of message is delivered inside the application when it is used. The in-app message allows to accompany the mobinaute in its use of the app. This can take the form of an interstitial, a banner or a box alert. • Local push: they are generated by an action or behavior within the application. To these types of notifications are added the pushes on the web browsers which take mostly the form of alert box.
Opt-in and opt-out
On this point, the practice differs between the SOs. For Apple, the opt-in prevails while for Android and Windows Phone the user must uncheck the authorization to push notifications if he does not wish to receive them.
The opt-in pop-up for pushes on iOS can only be presented once in the application. It is better to show it at the appropriate time and possibly to precede it with a page that makes you want to say YES to the pushes and tells the user that he can always come back on it.
The inApp notifications center
In some cases, it may be wise to include a “notifications” section in your application in which to retrieve all notifications sent.
To measure the success of its cinematic and push notifications you can rely on – The number of items in relation to the number of installations / users – The click rate and thus the opening of the app – The rate of interaction: click or delete – Possibly to correlate with the expected path after the click.