Why Users Mute Push Notifications
Do you want to communicate with the people who downloaded your app even when they’re not using it?
Push notifications can accomplish this.
You can send notifications directly to each user’s device, and it will appear on their screen as if they just received a text message.
Sounds like a great way to engage with your audience, right?
There’s not a clear black and white answer here. Push notifications can be helpful, but only when they’re used properly.
If you’re improperly taking advantage of this tool, then it’s going to have the opposite effect. Instead, users will mute your notifications.
That’s a place that you don’t want to find yourself in.
So whether you have an app that’s already been launched or you’re still developing a mobile app, you need to be thinking about push notifications.
On average, more than half of app users enable push notifications.
More Android users enable push notifications than iOS users, but Android dominates the global market share. So it’s safe to say that the majority of people want to get push notifications.
But with that said, there are certain reasons that force a user to turn these notifications off.
If you’ve been getting muted or you’re trying to avoid getting muted, this is the perfect guide for you. I’ll explain why app users mute push notifications and how you can send notifications without getting turned off.
Because they are annoying
52% of app users say that push notifications are an annoying distraction.
However, 26% of users said that they were grateful for push notifications because they get alerts about their interests.
Another 20% of app users stated that notifications enhance productivity. They are able to receive important and timely information without having to launch the app because of push notifications.
So it’s clear that the opinions are split about this subject. However, the fact that over 50% of users find them annoying is just too large of a number to ignore.
The question now changes to, “why are they so annoying?”
I blame marketers for this problem. To sum it up, marketers overuse push notifications. They think that just because someone has downloaded an app that they have a new best friend.
Marketers believe that the users will be so excited about any communication from the app.
But this is obviously not the case.
Let me rewind for a minute here. I don’t want you to get the wrong idea. I’m definitely not trying to give marketing experts a bad name. Without your marketing department, your app wouldn’t be successful.
However, you’ve got to understand how marketers think. It’s all about numbers for them.
They are looking at the total number of people who downloaded your app. If half of them mute your notifications, the marketers don’t care. Your marketing team assumes that they can make up for those losses just by sheer volume and by targeting the people who still have them turned on.
In theory, it’s not a bad idea. But that’s not how you want to treat your app users.
You want as many people as possible to be engaged and satisfied with your app. So alienating half of your audience is the wrong approach.
Annoying your user base can cause even more damage than you think. Sending too many push notifications can cause your users to stop using your app altogether.
Article by: Ian Blair | Image by: Freepik