Push Notifications – Discussing Opt-In And Reaction Rates On Facebook

Classic push notifications

Push notifications are one of the most important communication tools in Mobile CRM. They are an efficient alternative to e-mail marketing and are much more cost-effective compared to SMS marketing.

Potential of the news

Since Smartphone owners use only a few apps on a regular basis, push notifications are an important means to increase the “retention” of users and to return them to the app. Thus, they not only can inform about changes and advertise special offers but also reduce aborted purchase transactions. On the Smartphone device, an individual is significantly more distracted and is often interrupted by calls, SMS or an e-mail received during the purchase process. A mass of companies from different professional backgrounds relies on the impact of Push Notification to lead their customers back into the app to finally carry out the purchase process.

Opt-in and reaction rates

The key aspect of push notification campaigns is to become aware of like how many Smartphone and tablet owners agree to receive these messages. According to a study conducted by Bulk Push, the leading market leader of push notifications shows an opt-in rate of 71%, a clear difference between Android and iOS. For Android users, the opt-in rate is 100% because users passively agree with the download of an app, while iOS users must actively give their consent, resulting in an opt-in rate of 41%.

Facebook Messenger Push notifications

For a few months, companies have been able to send Facebook Messenger Push notifications to their customers. With 900 million monthly users and their average use of 50 minutes per day on the Messenger app or website, Facebook Messenger offers an attractive platform for customer communications, especially for those companies that do not have their own app. A Facebook Messenger Push notification appears on the desktop like a standard Facebook Web Push notification and on the Smartphone, it resembles a regular push message from the Messenger.

It is important to take note of the content of the message, as Facebook gives strict guidelines, which do not allow for the use of the messages. Thus, the dispatch of these short messages is permitted only for the customer service. Examples of a Facebook push are status messages of a parcel delivery, the dispatch of the flight ticket before the departure, or also customer satisfaction surveys.

Opt-in process

As with App and Web Push notifications, Facebook Messenger Push notifications receive consent to receive the messages. This can take place in different ways. Anyone who starts a conversation with a Facebook page is automatically considered an opt-in.

Furthermore, Facebook offers two different buttons, which can be integrated into an app or website: “Message Us” and “Send to Messenger”. The “Message Us” button redirects the user to the corporate page in the messenger, whereby the “Send to Messenger” button directly registers the consent without redirecting to the messenger page. This is especially interesting because it registers parameters such as “User ID” or “Purchase ID”.


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