Push notifications that improve app retention.
Push notifications that improve app retention.
Most notifications fail for one reason: they're written for the company instead of the user.
"Come back." "Don't forget." "Complete your profile." Nobody opens an app for that.
The good ones arrive at the right moment. Duolingo doesn't tell you to open the app; it reminds you that you're becoming someone consistent.
Before you send one, ask whether the user will be glad it arrived. If not, it's noise, and noise gets apps deleted.
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- The notifications in your app aren't annoying, they're just irrelevant.
- At Reliqio, we've been building products and apps for the past 14 years, and here's what we have noticed.
- Most notifications fail because they're written for the company, not the user.
- Come back.
- Don't forget.
- Complete your profile.
- Nobody cares about that.
- The best notifications arrive at the perfect moment.
- Personal, almost expected.
- Duolingo doesn't scream at you, "Open the app."
- It reminds you that you're on a path of becoming somebody who is consistent, and that sends a completely different message.
- The goal of notifications isn't attention, it's relevance.
- Once notifications become noise, users get annoyed and they delete your app.
Most app notifications fail because they are written for the company. Once they become noise, people get annoyed and delete the app.
Key points:
Nobody cares about messages like "Come back." or "Complete your profile."
The best ones come at the right moment and feel personal, almost expected.
Duolingo's reminder tells you that you are on the way to becoming someone consistent. It does not shout at you to open the app.
Attention is the wrong goal: "The goal of notifications isn't attention, it's relevance."
Most useful for teams reviewing the notifications their app already sends.
