Low push delivery rate

  • Created : Oct, 22, 2019
  • Last Updated : Apr, 20, 2021

Web Push Notifications are real-time notifications. There is no requirement for a user's personal details while sending them. They can be sent on a user's desktop or mobile websites, once he becomes a subscriber. Even if the user has not opened the web page, he will receive it. Surely, a business can get higher conversion rates on the above-said profitability. But what if these notifications are not getting delivered to the subscribers. There is a huge risk of getting a low web push delivery rate in the said scenario. Hence, we must comprehend the reasons for the lower push delivery rates.

  1. Subscriber's browser is not open : As we said above that web push notifications are real-time notifications. The user receives them on their desktop or mobile websites. But, It could be a huge possibility that the browser on which the user subscribed to the said website is not open. Although the subscriber is browsing through the website if the said browser is not opened. He will not receive it.
  2. Subscriber's site data is deleted : In case the subscriber has deleted the site data from the said browser. He will not receive the notifications. That will clearly result in low push delivery rates.
  3. Subscriber has uninstalled the browser app : If the user has uninstalled the browser app. Although the notification will be sent to the GCM ( Google Cloud Messaging ). But GCM will be unable to send the notification to the subscriber's device.

All these could be the minuscule possibilities of a low push delivery rate. One major reason we must not underestimate is the old and unused web push notifications. let's have a look at the whole scenario.

1. When old notifications belong to the unused browser.

In many cases, these notifications usually belong to the unused browser or devices. In such a scenario, the web push notifications get deactivated. The user assumes that they have been expired but that is not the outer reality. However, the push notifications subscription lasts for several years. It all depends on the browser push service and browser application. The old and unused notifications thus can be utilized by the subscriber but they definitely have a low delivery push rate. In comparison to the new ones, they will surely define low results as these notifications belong to the unused browser.

2. Who holds the responsibility of deleting old notifications.

The browser or the push service. If it seems to be the browser's responsibility to inform their push service regarding the deactivation. Then it can go haywire because of connectivity defaults or the non-utilization of the browser. So, we must remove such an assumption.  Hence, We can presume that it is the push service that can pull out the root of the problem. In other words, push service can detect the in the activeness of a browser and delete the subscription. But the web push standard doesn't validate it. Therefore we come to the conclusion, that browser push service is the ultimate solution to delete the old notifications as the browser always keeps a check on the messages from the push service.

The above reasons define the cases when the notifications are sent on the user's desktop. Now, look at the undelivered notifications on mobile devices.

What is the root cause of undelivered web push notifications on mobile devices that lead to low push delivery rate :

Push notification is a feasible medium to expand your business growth but what if they are getting undelivered to the recipients itself. Let's have a look at the possible reasons :

1. Potential cases of opt-outs

The cause of major opt-outs is the devices through which users are operating. The ios and android devices ask for user's permission before they opt-in. Also, the devices offer flexibility to the users to turn off the notifications anytime. Hence, there are more possibilities for low push delivery rates.

2. Restrictions through OEMs ( Original Equipment manufacturer )

According to an intended survey, most of the Chinese phone devices have poor battery life and unreliable software. In case the battery is low, the third-party apps somehow forces stop the other apps to increase the battery life.  Also, if an app is not being used, the users won't have the accessibility to the notifications because the software shuts them down.

3. GCM Connectivity issues

The real-time push notifications are sent through GCM ( Google cloud messaging ) on an android device. In case the user is not connected to the internet. There will be negligible chances of the notification delivery.  Also, in case the app is uninstalled, the notifications won't be sent to the user.

How can we resolve the issue ? How can we increase the push notifications delivery rate ?
1. Specify a higher expiration time for notification

The expiration time plays a pivotal role while sending the notification to the users. You can say that if a user is online before the notification expired time, he will see it immediately. Otherwise, he will miss it. Hence, you can prolong the expiry time of notification in order to have a good push delivery rate.

2. keep notifications open for better interaction

The display time of the notifications is too short that the users just miss them. In case, they have read it but haven't performed the desired action. So, the interaction becomes negligible in such cases. Therefore, the push services must keep the notification open until the users interact.

3. Target a customer segment

It is indeed not possible if we imply that the notifications suit every part of society. So, you can target a particular section of customers who suits your preferences. Thereby, you can send the notifications, when the users are online. This surely increases the visibility of the notification. There are higher chances that the users click through them.

4. Put effective images

Great content and bright images prove quite helpful in getting greater results. You can give a colorful touch to the notifications by adding images to it. This will surely deliver the right message to the users.

5. Resolve OEM issues

We can surely resolve the OEM issues on an android device by using push amplification feature. The said feature increases the chances of delivery.

6. Fix opt-out issues

In case of opt-outs, you can use app inbox medium that strives the users to opt-in as it stays with the user for an extended time period.

Getting a low push delivery rate is not a hazardous issue. Moreover, it doesn't have any effect on the push services. All the above points can be considered effective in order to improvise the push delivery rate.