You May Be Shocked to Learn the Answer
(Statistics via Localytics.)
App Push Notifications vs. Text Marketing
At first glance, it may appear that using push notifications negates the need for text message marketing. After all, you can eliminate the text messaging costs, reach your best customers that have downloaded your app, and eliminate those nasty TCPA concerns.
Not so quick.
Remember that 20% of apps that are downloaded are used once and then never used again. To some degree, push notifications help keep your customer engaged. When push is employed within an app, only 11% of consumers never open the app. So, score another point for push notifications.
Segmented Push Messages are Better, but Results Still Suck
Marketers that segment their push messages by behavior and preferences to target appropriate audiences receive a 7% open rate. But, the data shows that broadcast push messages are only opened by 3% of overall users!
Click rates for push messages are fairly consistent throughout the week at 5.8%, but the weekend rate drops to a paltry 3.5%. The largest majority of apps send push messages in the evening likely thinking that this is the time when consumers would be more likely to engage. This, however, appears to be a misconception. Push messages actually have the greatest click rate in the afternoon when 6.7% are opened versus 4.6% at night.
Keeping your message short also helps. Those push messages with ten or less words result in an 8.8% click rate versus 3.2% that are 21 or more words.
Text Message Open Rates vs. App Push Open Rates
For years now, SMS text message marketing providers have been advocating a 97% open rate for SMS, even the promotional ones. Now, we have evidence that it’s probably way too early to kill your text message marketing program in favor of just doing app push notifications which result in only a 3% overall open rate.
Of course, it’s not to say that your business doesn’t still need an app. Time spent with apps is ever increasing.
But, app push notifications don’t replace text message marketing. That is pretty obvious when you look at the paltry open rates.