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Impactful Push Notifications
@andy_carvell
andy.carvell@phiture.com
www.mobilegrowthstack.com
www.asostack.com
www.phiture...
Andy Carvell
Partner
Pablo Penny
Consultant
PHITURE… IS HIRINGMOBILE GROWTH CONSULTANCY FROM BERLIN
Moritz Daan
Partner
WE...
www.mobilegrowthstack.com
Push Notifications
Push notifications can
increase:
● Engagement
● Visit Frequency
● Retention
● Re-Engagement (churn
redu...
Activity Notifications Architecture (music streaming example)
Impact = Reach x Relevance x Frequency
PERSONALIZE to increase Relevance
Personalization can be done in many ways:
● Recommended content
○ based on expressed or ...
Frequency: typically dependent on external events
Frequency of New Track notification
is more than 100x New Playlist
New T...
Tips for Optimizing Impact
● Maintain a portfolio of different notification types
● Prioritize high-reach notifications fi...
Some examples:
Medium recommended posts:
● High Reach (entire user base gets
these)
● High Frequency (I receive around 2x
...
Some examples:
KAYAK Price Alerts
● Low Reach (more or less a
power-user feature)
● Medium Frequency (depends on
price vol...
Some examples:
Waze roadworks alerts:
● Low Reach (geo-fenced)
● Low Frequency (in most areas, at
least)
● Very High Relev...
Some examples:
ASOS Sale Alerts
● High Reach (all users)
● Low Frequency
● Med Relevance (could be increased
with personal...
RECAP
Impact = Reach x Relevance x Frequency
Thanks!
Find out more at:
www.mobilegrowthstack.com
www.asostack.com
www.phiture.com
Folow us on Twitter: @growth_stack
@a...
Real time push notifications - Andy carvell
Real time push notifications - Andy carvell
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Real time push notifications - Andy carvell

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Real time push notifications - Andy carvell

Get the highlights or watch the full talk here: http://bit.ly/2tJyPhD

You'll learn about:
- Creating impactful push notifications
- The architecture of push notifications
- The RRF model : reach x relevance x frequency

Published in: Mobile
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Real time push notifications - Andy carvell

  1. 1. Impactful Push Notifications @andy_carvell andy.carvell@phiture.com www.mobilegrowthstack.com www.asostack.com www.phiture.com
  2. 2. Andy Carvell Partner Pablo Penny Consultant PHITURE… IS HIRINGMOBILE GROWTH CONSULTANCY FROM BERLIN Moritz Daan Partner WE HELP APPS GROW Mobile Growth Audits, Mobile Marketing Automation, App Store Optimization, Analytics & Insights, and more.
  3. 3. www.mobilegrowthstack.com
  4. 4. Push Notifications Push notifications can increase: ● Engagement ● Visit Frequency ● Retention ● Re-Engagement (churn reduction)
  5. 5. Activity Notifications Architecture (music streaming example)
  6. 6. Impact = Reach x Relevance x Frequency
  7. 7. PERSONALIZE to increase Relevance Personalization can be done in many ways: ● Recommended content ○ based on expressed or implied taste, usage history ● Use info from user profile (username, geo, etc.) ● Timezone & Language Social signals (likes, comments, trending among your network)
  8. 8. Frequency: typically dependent on external events Frequency of New Track notification is more than 100x New Playlist New Track has more potential to drive impact
  9. 9. Tips for Optimizing Impact ● Maintain a portfolio of different notification types ● Prioritize high-reach notifications first ● CTR (proxy for relevance) can be improved (within bounds) by careful design, personalization and A/B testing of copy, emojis, etc. ● High-Frequency notifications have highest risk of annoying users: pay attention to opt-out rates
  10. 10. Some examples: Medium recommended posts: ● High Reach (entire user base gets these) ● High Frequency (I receive around 2x per day) ● High Relevance (personalized based on my reading history) (Classification: Star)
  11. 11. Some examples: KAYAK Price Alerts ● Low Reach (more or less a power-user feature) ● Medium Frequency (depends on price volatility) ● Very High Relevance (Classification: Northern Light) Image credit: Localytics
  12. 12. Some examples: Waze roadworks alerts: ● Low Reach (geo-fenced) ● Low Frequency (in most areas, at least) ● Very High Relevance (could help your morning commute) (Classification: Eclipse)
  13. 13. Some examples: ASOS Sale Alerts ● High Reach (all users) ● Low Frequency ● Med Relevance (could be increased with personalization) (Classification: Full Moon)
  14. 14. RECAP
  15. 15. Impact = Reach x Relevance x Frequency
  16. 16. Thanks! Find out more at: www.mobilegrowthstack.com www.asostack.com www.phiture.com Folow us on Twitter: @growth_stack @andy_carvell

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