Manufacturers closely depend on push notifications for buyer communication and engagement. And for the longest time, they didn’t require specific permission from clients to ship push notifications on Android. The opt-in charges for Android units have been as excessive as 91.1% in 2019.
Nonetheless, the whole lot has modified because the launch of Android 13. To safeguard privateness, Android 13 has given clients the ability to regulate which apps they need to obtain notifications from and people they don’t. Not like the earlier OS variations, manufacturers now have to request permission from clients earlier than triggering notifications.
Whereas the change will impression opt-in charges, this problem is an enormous alternative for entrepreneurs to give attention to their push methods and create campaigns that assist to ship significant buyer experiences and enhance loyalty in the long term.
This publish will share methods and finest practices on how manufacturers can leverage this chance to extend Android 13 opt-in charges.
Android 13 and Push Notification Choose-in Adoption Traits
Earlier than diving deep into the methods, let’s shortly analyze the present adoption of Android 13 and push opt-in tendencies. The opt-in development relies on the 1.3 billion customers we analyzed on the MoEngage platform.
Total Android 13 adoption
Though Android 13 was launched in August 2022, its adoption is slowly rising.
In accordance with Google’s inside knowledge, Android 13 has doubled in market share since January 2023. Newest experiences present that over 12.1% of Android units globally had the most recent Android 13 OS put in. Android 12 had a 16.5% share, whereas Android 11 nonetheless led the pack at 23.5%.
Amongst all buyer engagement channels, push notifications have the best reachability. However with out an efficient push opt-in technique, reachability can considerably lower as extra clients transfer to Android 13.
Let’s perceive this higher by analyzing the push opt-in development in numerous verticals –
E-commerce Push Notification Choose-in Charges
Beneath is the push opt-in development for E-commerce and Meals Supply platforms.
BFSI Push Notification Choose-in Charges
Beneath is the push opt-in development for Banking, Crypto and Fintech platforms.
Journey and Logistics Push Notification Choose-in Charges
Right here’s what our knowledge exhibits in relation to push opt-in tendencies for Journey and Logistics platforms.
Media and Leisure Push Notification Choose-in Charges
You’ll discover the push opt-in charges for Media and Leisure platforms under.
Push Notification Choose-in Development Throughout Completely different Geographies
After we examine completely different geographies, Europe noticed the best common push opt-in fee, whereas the Center East area noticed the bottom Android push opt-in fee.
By the information above, it’s evident that manufacturers have to create a sturdy opt-in technique to make sure they will attain and interact with most of their buyer base.
Classes from iOS Push Notification Choose-ins
Though the general adoption fee for Android 13 remains to be low, entrepreneurs should keep in mind that opt-ins will quickly turn out to be needed for sending push notifications.
Take iOS’ instance; solely 45% of iOS clients have been prepared to obtain push notifications. In accordance with Flurry Analytics, 4% of consumers pre-emptively opted out to keep away from being tracked by manufacturers and despatched notifications.
The information clearly exhibits that clients could not select to obtain push notifications if given a selection. Nonetheless, entrepreneurs can overcome this problem with the next opt-in methods –
1. Management the timing with Self-handled Choose-in
Clients usually tend to opt-in on sure pages and after sure occasions. For instance, Information apps can set off opt-ins when the client lands on breaking information. By opting-in, they will obtain a notification every time a breaking information alert happens.
2. Talk worth with Two Step Choose-in
Leverage in-app prompts to clarify the advantages of opting-in for push notifications. For instance, Journey apps can inform clients that opting-in for push notifications would assist them get notified about essential updates about their reserving.
How MoEngage Can Assist You To Enhance Your Push Notification Choose-ins
In Android 13, you possibly can management when and the place to set off the opt-in prompts. Since you possibly can solely set off the native Push Choose-in immediate twice, manufacturers should be strategic about once they need to set off for optimum opt-ins. The one clients can opt-in after that is by turning it on within the app settings.
MoEngage’s SDK permits builders to create tailor-made opt-in workflows to extend opt-ins for purposes focusing on Android 13. Let’s look how –
1. Monitoring and Reachability
To drive extra opt-ins, entrepreneurs want to trace the share of opted-in clients to grasp if the opt-ins have elevated or decreased. Moreover, it’s additionally essential to keep away from sending repeated opt-in messages to clients who’ve already granted permission to obtain push notifications.
With MoEngage’s SDK, entrepreneurs can get a precise break up of consumers who’ve opted-in and opted out and establish the methods that labored nicely and that didn’t.
Apart from monitoring, entrepreneurs should additionally measure reachability. Reachability measures the general effectiveness of particular channels or platforms in reaching the goal clients. MoEngage permits entrepreneurs to calculate push, e mail, and SMS reachability.
2. Observe Push Permission Choose-in Standing as a Person Attribute
Since MoEngage tracks whether or not a buyer has opted-in or opted-out, manufacturers can use this knowledge to filter out sure clients when sending campaigns. For instance, opted-out customers may be engaged extra successfully utilizing in-app messages than push notifications. This makes the opt-in standing attribute very helpful when sending campaigns.
3. Drive Extra Push Choose-in utilizing Self-Dealt with Choose-ins and Two-Step Choose-ins
Self-Dealt with Choose-ins
Self-Dealt with Choose-ins are notifications that clients obtain on pages or after an occasion. Nike has aced the sport of displaying the immediate on the proper time. Not like Android 13, iOS permits manufacturers to show opt-in messages solely as soon as, however they will present them to clients anytime.
Nike displayed the message on the finish of the onboarding course of, permitting them to construct a relationship with clients earlier than in search of consent.
Clients usually tend to opt-in in the event that they see the advantages of receiving updates, so making the message contextually related is crucial. Builders can use MoEngage’s SDK to configure self-handled opt-ins and filter out clients who’ve already opted-in or opted out. This fashion, they will show the opt-in message solely to clients who’re but to opt-in.
Generally, clients need extra info earlier than agreeing to opt-in for push notifications. In such circumstances, we advocate utilizing two-step opt-ins. Two-step opt-ins will show the opt-in message provided that the client selects ‘Sure’ within the in-app format. This provides clients extra time to suppose and select, and the probabilities of opt-in conversions enhance too.
You need to use MoEngage’s SDK to create two-step opt-ins. You possibly can management the timings of the prompts and be certain that it’s displayed solely when the client selects ‘Sure’ within the in-app immediate.
Since Android 13 limits the variety of instances, manufacturers can present the opt-in immediate to 2. Therefore, entrepreneurs have to leverage the Two Step Choose-in technique to make sure they solely present the immediate to clients when there’s the next likelihood of opt-in.
4. Enhance Supply Funnel Accuracy by Excluding Choose-outs
Manufacturers can select to exclude the opt-outs when sending a push notification marketing campaign to make sure manufacturers can observe their supply, engagement, and conversion charges extra precisely.
Methods To Drive Extra Android 13 Push Notification Choose-ins For Completely different Verticals
Let’s take a look at what methods completely different verticals can leverage to extend push opt-ins –
Retail and E-commerce manufacturers can set off the opt-in immediate after the client makes a purchase order or on the Orders web page to hunt permission from them to ship real-time notifications about their orders, future reductions, and promotions.
BFSI manufacturers can show opt-in messages after the shoppers full the onboarding or the Know Your Clients (KYC) course of to get consent to ship notifications on transaction alerts, account balances, or updates on their mortgage and bank card requests.
For instance, when a buyer finishes their KYC course of or fills out a mortgage/bank card utility, ship them a nudge to allow them to obtain push notifications to allow them to get an replace as quickly the KYC is accomplished, or the applying has been reviewed.
Media and OTT
OTT platforms can search permission from clients to ship them customized reminders on new exhibits, films, or stay sports activities occasions. Entrepreneurs can set off the opt-in message after the client indicators up and chooses their most well-liked genres, languages, and different particulars.
Greatest Practices to Drive Choose-ins
Let’s take a look at some methods that may enable you to enhance opt-in charges –
Timing is essential for maximizing the opt-in charges. Observe the occasion or pages that might drive the opt-ins, permit clients to discover the app first, after which set off the opt-in messages. For instance, a journey app sends a immediate message after the client books a ticket, or an E-commerce app triggers it after the client completes the primary buy.
Make sure the message communicates the worth of choosing push notifications. Letting clients know the worth of notifications is a sure-shot solution to enhance opt-in conversions. For instance, a monetary administration app can talk how push notifications hold them up to date about their transactions, account balances, and cost reminders.
Since Android 13 doesn’t permit manufacturers to tweak copies or add photographs to the opt-in prompts, entrepreneurs should search consent prudently. Guarantee the worth of push notifications is defined upfront to get extra opt-ins. Display the advantages of opting-in utilizing in-apps by way of the two-step opt-in technique to clients earlier than displaying the opt-in immediate.
Experimentation with triggers, opt-in technique, and copies and creatives: Experiment with the opt-in message copies and creatives to maximise conversions. You may as well carry out A/B assessments on opt-in strategies to seek out those that might enhance the opt-in charges.
For instance, the two-step opt-in technique is simpler than the single-step opt-in as a result of they’re likelier to click on on ‘Sure.’ Additionally, observe the occasions and pages that might enhance the probabilities of receiving consent and set off opt-in messages.
Monitoring and Analyzing outcomes
Observe the opt-in charges to find out in the event that they enhance or lower. It will enable you to establish if the opt-in technique, timing, or creatives and copies are performing or want any modifications.
Leverage Different Channels to Educate and Drive Choose-ins
Beneath are few channels you possibly can leverage to teach and drive extra push opt-ins –
With over 2 billion lively clients worldwide, WhatsApp is well probably the greatest alternate channels for manufacturers to tell clients. Manufacturers can leverage platforms like MoEngage’s WhatsApp Native to ship customized wealthy texts to replace clients about their order standing or to inform them about new offers, reductions, and choices. Apart from that, they will additionally use this channel to request clients to opt-in for push notifications.
SMS is extensively utilized in international locations just like the US. Manufacturers can use them to ship customized transactional messages to clients and request permission to ship push notifications. To make it extra participating, manufacturers can use MoEngage’s SMS advertising and marketing platform to provoke two-way communication with clients. They will additionally use wealthy media templates to create interactive messages with photographs, movies, GIFs, and movies.
Content material Playing cards
Content material playing cards are interactive playing cards that present clients with content material and proposals. Entrepreneurs can use content material playing cards to ship customized content material and interact with clients earlier than asking them for permission to ship push notifications.
Albeit a sluggish begin, Android 13 is displaying some development. From 5% in January, the adoption fee has doubled by April. The brand new Android model may quickly outpace Android 12 and turn out to be as extensively used as Android 11. This fast adoption signifies that manufacturers can’t be complacent about push notifications.
They need to create a sturdy technique of asking for opt-ins earlier than sending push notifications. With options like MoEngage’s SDK for Android 13, manufacturers can enhance the opt-in charges and ship push notifications to clients as all the time.