With the launch of Android 13 and its new operating system, app makers and marketers must adapt to new changes that give customers the power to decline push notifications. Prior to Android 13, the opt-in for push notifications was by default and Android apps enjoyed an average opt-in rate of 85-90%, nearly twice that of iOS. However, the new technology gives customers more authority to reduce clutter and improve their push messaging experience on Android. While this may disrupt app makers’ strategies, it should be viewed as an opportunity to raise the bar for their push notification strategies.
Customer engagement now pivots on how many of a brand’s customers “opt-in” to an app’s notifications, making it even more important for marketers to identify those ‘high intent’ moments to display their prompts. With digital marketing gaining significant traction, marketers in the Middle East region are also now gearing up for the change. Internet penetration in the UAE is expected to reach 96% by 2025, with 67% of Middle East consumers shifting to digital channels for engaging with brands.
To gain better opt-in rates, experts recommend asking for opt-in permissions at critical stages of the buyer journey and personalizing opt-in asks based on customer’s last behavior. For example, if a customer has shown interest and searched for an item to buy, but it’s currently running out of stock, the app can ask for an opt-in notification permission to alert them after it receives the item. In cases where a customer has just booked a flight ticket, permission can be sought to send notifications regarding the flight schedule.
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Getting new customers to opt-in during on boarding
New customers can also be prompted to opt-in during onboarding by pitching the app’s value proposition based on consumer preferences. For example, customers of OTT movies can be prompted to opt-in for messages regarding new movie releases of their preference, like ‘feel good,’ or ‘action’ or ‘thriller.’ Delivering critical transactional alerts via push notifications is also an effective way of gaining permission for opt-ins. Situations such as alerting customers when a package arrives, subscription statuses, sending OTPs for transaction approvals, or cab arrival updates are useful and important for customers.
By Kunal Badiani, Regional Head, MoEngage – Middle East, Africa and Turkey
Delivering critical transactional alerts via Push Notifications
Setting the correct context for messages and making marketing intentions clear is the first step to building trust and getting a ‘Yes’ from the customer. Also, apps that give customers time to explore their deals before asking for an opt-in stand better chances of a positive click. Additionally, marketers have used the FOMO strategy and reached out to opted-out customers to inform them of what they’re missing out on by not receiving notifications.
In the digital world, what will keep customers engaged are notifications that are natural and discreet, as well as well-timed alerts that are informative and useful. This technical challenge is a big opportunity for marketers to focus on their push strategies and create campaigns that plow back value from the initial interaction and also deliver a meaningful customer experience so they can continue to win them over in the long run.
As the digital landscape continues to evolve, marketers must be adaptable and willing to change their strategies to keep up with consumer preferences. The launch of Android 13 and its new operating system provides a unique opportunity for app makers and marketers to build trust with their customers by offering well-timed push notification opt-in requests. By personalizing their opt-in requests based on customer behavior, delivering critical transactional alerts, and giving customers time to explore their deals before asking for an opt-in, marketers can improve their opt-in rates and continue to engage with their customers in a meaningful way.
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