Do push notifications increase retention? Hah! I spent the first 10 minutes of my morning disabling push notifications AGAIN from my phone (because apparently app ‘updates’ = resetting my notification settings?).
I am not alone, apparently. Andrew Chen said it best: “notification-driven retention sucks.”
In all seriousness though, push notifications only increase retention as much as they are *useful.* Tell me when something is wrong. Tell me when something goes through correctly. Tell me when a friend, or client, contacts me. Tell me when you have a 20% off sale (anything less than 20% I consider spam, let’s be real here).
This morning though, my phone was pinging for no reason I could find at all. Disable. Disable. Disable. Like someone from Facebook should have listened when PostFunnel’s Matt McAllister said “Push notification permissions are a privilege… Users can take them away at any time.”
So I’ve got this crazy idea:
What if we took another look at how we use push notifications, and this time, see it through the lens of Customer Success?
How can we use push notifications to *help* our customers be successful with our product?
Not just ‘ping’ them into submission.
Let’s think about that for a moment, in the context of what your app does, who uses it, and what their ideal real-world outcomes are. Can getting a message at just the right moment help them (not just you) be successful?
Starbucks is doing this really well. If you’ve got the Starbucks rewards app on your phone, they optimize what they send you based on your purchase history, listed preferences, even the local weather, like sending an iced coffee notification when it’s 101 degrees.
And how about a crazier idea – most of the ‘push notifications’ we want to see are the ones alerting us that a personal friend, or a client, or a human (vs. a brand), or a member of a group we’re in, have said something interesting, that we might want to know about, NOW.
That’s right – the most effective push notifications are based on human relationships. Shocker!
This is actually great news when you’re trying to use push notifications to drive retention and engagement, because relationships also drive retention and engagement!
What if you focused on building relationships, say, with a social media community built around your product, and when something of interest is posted in that space, send a push notification to invite users into that conversation? I always want to know what’s happening and who’s saying what in my Facebook groups and Slack channels. That will always get me to click.
But when you start with what your customer needs and wants, they’re not going to spend their mornings like I did – disabling your push notifications!