© Illustration by Aurélie Garnier
Developing daily habits among your audiences drives retention, and as Greg Piechota of INMA has said, retention will make publishers more money than higher ARPU. Push notifications and other app messaging can be a powerful tool for building those habits, with the most successful publishers seeing twice as much engagement as poor performers. To understand what drives success, Pugpig partnered with Airship, OneSignal, PushPushGo and Pushly and found:
- The rewards outweigh the risks. – While most news publishers use push notifications, others are more reluctant, especially those with less frequent publishing schedules. The report proves the rewards from push notifications and other app messaging are much greater than any perceived risks.
- Use app messaging to build habits immediately. – Airship found that the first 48 hours after downloads are critical to engaging new users with an app. Multi-channel onboarding messaging, including email, in-app messaging and push notifications, builds the engagement necessary to make your app part of a new user’s daily habits.
- Relevance drives messaging success. – The report includes three case studies, and the common thread is that successful publishers employed tactics to increase the relevance of their messages.
The insights are included in a report on app messaging best practices, which includes clear guidance on how to use app messaging to increase engagement and retention to achieve your editorial and commercial goals.
