Many developers believe that push notifications are nothing more than just spam, and users prefer to disable them altogether. According to PlayHaven, the situation should look different.
Rick Evans from PlayHaven has identified 5 steps to maximize the benefits of push notifications.
1. It is necessary to obtain statistical dataEvans advises developers to track the following key indicators to optimize advertising companies:
- Push implementation: %DAU that can receive notification. It is usually 40-60%.
- Push receipt: % of the DAU that received the notification. The proportion of such users will depend on how well you choose the target audience.
- Push efficiency: % of DAU that received notification before opening. It can be up to 50% for a well-designed event game.
2. Select the desired audienceYour players are individual – send them messages that will matter to them.
And to do this, you need to know where they are, what level of the game they pass, when they last launched your application, etc.
3. Remember that each of them lives in a different time zoneMake sure that your notification does not arrive in the middle of the night.
Your users may be all over the world, and sending a message at 3 a.m. when they are deep asleep is not the best strategy.
4. Offer players an important and exciting experienceUsers should believe that each of your messages is valuable to them.
Therefore, you should be generous – offer rewards, level-ups and other goodies that they can get when they return to the game.
5. Track, analyze, adaptMonitor the reaction of users to each push campaign to set the frequency of sending such notifications.
It is not necessary to immediately count the number of those who clicked on the push notification link. Many players react to them a few minutes or even hours after they see them.
It is equally important to keep track of the time that has passed from the moment of sending to the first game session. If 10% of DAU launch the game within an hour after sending the notification, the campaign can be considered successful.
It is also necessary to monitor the resumption of user activity. If 5% of the DAU users who have abandoned the game return to it thanks to a push notification, then you are on the right track.
Thus, push notifications can become a valuable marketing tool if used deliberately and in a timely manner.
Source: www.pocketgamer.biz