Push Notification Marketing: Time of Day Optimization

Push notifications are a crucial part of any mobile app's engagement and retention strategy, yet many users opt out of them. This article dives into the data behind push notification performance and how to leverage the time of day for better marketing results.

Understanding Push Notification Engagement

The article analyzes data from Leanplum, a mobile marketing automation tool, that reveals interesting trends in push notification sending and opening times. The data suggests a strong correlation between push notification engagement and user leisure activities.

• Push notification sends and opens gradually increase throughout the day, peaking around noon, 3pm, and reaching the highest point in the evening.
• After 6pm, push notification opens trend higher relative to sends, indicating potentially better engagement during evening hours.

Daily Patterns and Mobile App Usage

The article explores the correlation between push notification engagement and daily activities using the American Time Use Survey. This data shows that people are typically engaged in morning routines and work during the early hours, leading to lower push notification engagement.

• Morning hours (7-9am) are characterized by routines like waking up, eating, commuting, and starting work.
• Around 3pm, there is a shift in activity, with people potentially taking breaks or stepping outside, coinciding with a higher push notification send and open rate.
• From 6-9pm, people transition to leisure activities, leading to a significant increase in push notification opens as they are more likely to be on their phones and engaging with apps.

Media Consumption and Push Notification Engagement

The article then examines media consumption patterns across different channels and their relationship to push notification engagement.

• Internet usage peaks around 8am and again at 7pm, aligning with work and leisure periods.
• Mobile app usage gradually increases throughout the day and peaks around 9pm, coinciding with the leisure period.
• TV viewing spikes significantly between 7 and 11pm, suggesting that people are engaging with television during their leisure time.

The "Second Screen" Effect

The article suggests that the increase in push notification engagement during evening hours is partly due to the "second screen" effect. People are more likely to be using their mobile phones while watching TV, leading to higher push notification engagement during leisure time.

• Push notifications can reach users while they are engaged in other activities, like watching TV, making them an effective tool for mobile marketing.

Leveraging Time of Day for Effective Push Notification Marketing

The data presented in this article provides valuable insights for optimizing push notification marketing strategies.

• Time your push notifications strategically, taking into account daily patterns and media consumption habits. Sending notifications during peak leisure periods, like evenings, can lead to higher engagement and click-through rates.
• Target your audience based on their behavior, understanding their activities and preferences at different times of day. This can help personalize push notifications and increase relevance.
• Analyze your push notification data to identify trends and patterns specific to your app and audience. Track send times, open rates, click-through rates, and other metrics to optimize your campaigns.

Conclusion

By understanding the relationship between time of day, leisure activities, and mobile app usage, marketers can create more effective push notification campaigns that drive engagement and retention. Leveraging this data, combined with strategic timing and personalized targeting, can lead to a significant improvement in push notification marketing results.