The Role of Timing in Push Notifications: When and How Often to Send Messages
Push notifications are a powerful tool for businesses to engage with their users and keep them informed. However, timing is crucial when it comes to sending push notifications. In this article, we will discuss the optimal timing for sending push notifications and how frequency can impact user experience and conversion rates. We will also provide examples of e-commerce brands that have leveraged this strategy and benefited from it.
The Optimal Timing for Sending Push Notifications
According to a study by Leanplum, the best time to send push notifications is between 10 am and 1 pm, with a peak at 11 am. This is because users are more likely to engage with push notifications during their lunch break or when they have some free time. However, the optimal timing can vary depending on your audience and the type of message you are sending. For example, if you are sending a time-sensitive offer, you may want to send it during peak shopping hours, such as in the evening or on weekends.
How Frequency Impacts User Experience and Conversion Rates
While push notifications can be an effective way to engage with your users, sending too many notifications can lead to user fatigue and annoyance. According to a study by OneSignal, users are most likely to opt-out of push notifications if they receive more than two notifications per day. Therefore, it is important to strike a balance between sending enough notifications to keep users engaged and not overwhelming them with too many notifications.
Examples of E-Commerce Brands Leveraging Timing and Frequency
Here are some examples of e-commerce brands that have leveraged timing and frequency to increase engagement and conversions:
- H&M: H&M sends push notifications to its users when new products are added to their size or when there is a sale. By sending notifications at the right time and frequency, H&M has been able to increase engagement and conversions.
- Amazon: Amazon sends push notifications to its users when their orders are shipped or when there is a deal on a product they have viewed. By sending notifications at the right time and frequency, Amazon has been able to increase engagement and conversions.
- Zara: Zara sends push notifications to its users when new collections are released or when there is a sale. By sending notifications at the right time and frequency, Zara has been able to increase engagement and conversions.
Best Practices for Timing and Frequency
Here are some best practices for timing and frequency:
- Segment Your Audience: Segment your audience based on their behavior, such as their browsing history, purchase history, or engagement with your brand. This will help you send more relevant and timely notifications.
- Personalize Your Messages: Personalize your push notifications based on the segment you are targeting, using data such as their location, purchase history, or browsing behavior. This will increase the chances of engagement and conversion.
- Test and Optimize: Test different messages, timing, and frequency to see what works best for your audience. Use data to optimize your messages and improve engagement over time.
- Be Mindful of Frequency: Be mindful of how often you are sending push notifications. Sending too many notifications can lead to user fatigue and annoyance, while sending too few notifications can lead to disengagement.
Timing and frequency are crucial when it comes to sending push notifications. By segmenting your audience, personalizing your messages, and testing and optimizing your strategy, you can increase engagement and conversions. By being mindful of frequency, you can strike a balance between sending enough notifications to keep users engaged and not overwhelming them with too many notifications. By following these best practices, e-commerce brands can leverage timing and frequency to increase engagement and conversions.