Time is such a critical component in marketing. Yet, we still tend to receive the right message at the wrong time. Not only does it frustrate users, but also diminishes your chance of bagging a sale. It is always about acing the timing. You need to get it right to be in the game. Read on to know the best time of day to send push notifications to create a stellar user experience.
Have you been in a situation when you ruined a good moment for saying things at the wrong time?
It's a common thing, even in business. You always have to be careful about when to say the right things.
Here we introduce 'time' an important component that concerns marketers when it comes to communications, campaigns or messages they send to your users/customers.
Thanks to technology, you can automatically segment and set the time for your notification only once, without having to repeat the steps every time. Learn how.
Importance of 'time' for Push Notifications
From our case studies, we have discovered that timing is one of the most under-hyped attributes in Push Notifications.
Misunderstanding the specifications of timing can not only make you miss all the potential out there, it can also backfire. Your users may unsubscribe or block your website from sending any further messages or notifications and you end up losing your loyal customers. Who wants this to happen!
On the bright side, correctly choosing the best time to send push notifications can increase web traffic and boost your subscriber base.
What are you potentially missing with wrong timings?
Over 50% of users find Push Notifications Useless. But why?
When you focus on the fact that over 35% of push notifications are generic “broadcast” blasts to all users, it’s easy to see that a lack of relevancy plays a major role in building this perception.
However, many marketers still continue to rely on generic blasts rather than considering personalization in terms of timing, frequency, and content of the push messages.
According to a study by localytics
Users are constantly flagging most of the push notifications as ‘annoying distractions’ and find them irrelevant.
It is time for you to narrow down the best time of the day to send push notifications to your users
Avoid the: " “Why did I get it now?” reaction by your users.
In order to, not annoy your users with irrelevant push notifications, we recommend you follow some strict guidelines to find the best time of the day to send push notifications to your web users.
Start the action:
1. Timezone Check
The time at which your users receive notifications from you is a critical attribute contributing towards the success of your campaign.
Your users aren’t always located at the same time and in many times they are located across time zones all over the world. Make sure the schedule of your notification is in coordination with the timezone of all your target users to zero down to the best time to send push notifications.
Sending a well-timed push can make a huge difference in your users’ overall experience.
2. Day Check
While planning your push notification strategy, one thing you can not afford to miss is the day. If you have a restaurant and you have planned a 'promotional meal for two' on Friday. Sending a reminder notification to users on Saturday will not really be a good idea.
There are particular days which have shown evidently high click rates for most of the brands. Make sure you know your 'best day' before scheduling notifications.
3. Event Occurrence Check
Customize messages based on the time of year (holidays) to make brand personable.
Make sure your notification calendar is synced with a yearly event calendar. This will ensure that you are not sending any important and relevant notifications on a busy festival day and increasing the instances of it get ignored. Bombarding users during festival season is the not the best time to send push notifications.
Moreover, keeping a track of events will help you promote and create festive offers for those events which have always captured considerable response rate.
For example, a push notification for a restaurant review set to go out two days before friendship’s day could read, “Happy Friendship’s Day! Have a lovely evening. Here’s a discount code for dining out with your beloved friends.”
Know how much is too much for you and never overdo it.
The number and frequency of your notifications can vary based on many factors:
1 The Type of users you are targeting: Top, Middle, or Bottom funnel.
2 The purpose of your notifications. You may want to engage your users or retarget those users who added a good to the chart but never bought or the users who are not very oftenly visiting your site since.
3 The industry type: News, Games website, Travel agency, Fitness or E-commerce.
As a general practice, An evident 4x higher conversion rate is seen by sending push notifications twice a week!
Best time to send push notifications for various industries:
– News: 3-4 times a day, depending on the news, it’s relevance and urgency as per your users.
– Games: Once a day or less. Now, the most important task is to decide the right time slot for that one notification. Do your research to understand when are you most likely to get a high response rate.
– Travel: 2-3 times a day. This number might increase or the decrease as per the occurrence of holiday seasons, long weekends. If you plan to promote a new package available at your online/offline travel agency then this is a good number to consider.
– Fitness: 3-4 times a week. If you’re proposing a daily fitness program then daily reminders are acceptable.
The goal of determining the right frequency for pushing notifications is to prevent ad fatigue, brand blindness or inadvertently annoying users.
5. Right Content
Sending the right content to the right audience at the right time.
The user’s split on the usefulness of push notification reveals that there is still a percentage of users that find these notifications as relevant and helpful. It is either because the messages alert users for things that interest them.
According to a study by Leanplum, Personalization can lift push notification open rates by up to 800%
Personalizing the content of your push notifications can deliver a 4x lift in open rates, boosting the 1.5% average open rate seen with generic notifications to a much more respectable 5.9%.
There are numerous ways to add personalization to your push message, incorporating custom image, personalized message, a past action that user took, a thank you note, etc.
6. Right Audience
You will not like to see your Push Notifications ignored. So? Learn more about your users to start sharing the right content with the right audience.
Your communication should be as targeted as possible. Creating and understanding whom you plan to target (your target audience) should be an integral part of defining your push notification strategy.
Read this Infographic to better understand your user base.
In order to better serve users and not have push messages be seen as annoying, companies need to make a better effort to learn more about their users.
A detailed user persona will help you understand your customers better. Making it easier to tailor your content, messaging, product development and services.
7. Right Time
Sharing the right content with the right audience at the Right Time.
Timing should be an integral part of your push messaging strategy.
How will you feel when you receive a disturbing Push Notification at 5 am? Will you still like this brand? Or still, Subscribe its offers?
For this reason, you need to take care of local time notification delivery.
You can consider the following to determine the right time for your push notifications
- Industry-based time determination
- Persona-based time determination
Industry-based time determination
|Domain||Best time to send push notifications|
|News||10-12 pm, 5 pm|
|Fashion & lifestyle,||12 pm, 5pm, 9 pm|
|BFSI||10 am- 3 pm, 7 pm|
|Hospitality||10 am, 2 pm, 8pm-10 pm|
|Entertainment||8 pm -10 pm|
|Education||11 am-1 pm, 8 pm|
Persona-based time determination
Here are a few examples:
|Persona||Best time to send push notifications|
|Working class||9 am, 12 noon-2 pm, 9pm -11 pm|
|Young mothers||11 am-12 pm, 7 pm-8 pm|
|Middle-aged housewives||12 noon 2 pm, 9 pm-11 pm|
|Students||9 am-12 am, 7 pm-2 am|
Increasing click rates by choosing the right timing
Check this great example of a business that focused on attributes like time, geo and frequency while sending out push notifications and acquired 125 K loyal subscriber and 12% of their overall sales with web push.
It’s time to move from...
Tailoring your notifications to your users isn’t just about what you say, it’s about when you say it. Finally, don’t forget to expire messages when they go out of date.
Automate your notifications and reach out to your users at the right time. Try web push notifications for free!