Why Timely Weekend Push Notifications Do Better
Note: This post originally appeared on Tapdaq.
There’s a difference between how people interact with push notifications on weekdays versus weekends. As well as considering users’ time preferences and schedules during the work week versus weekends when they may have a more flexible schedule, marketers should also consider specific regions, time zones, and cultural preferences. All of these factor into finding the Optimal Time to send push notifications.
Using Optimal Time can help you find the right time to send notifications, and utilizing behavior-based sends is also a sure-fire way to boost open rates.
Besides this, we found that marketers are often missing the mark on when to send push notifications on the weekends. Here’s the data on open rates on weekends by region.
Benchmark: Apps send the bulk of pushes on weekend mornings and afternoons.
Opportunity: Brands should send at 4pm and 5pm where customer engagement is still strong and push frequency drops.
In North America, apps barely miss the mark, often by only an hour. On weekends, best practice dictates sending during late afternoon through the evening.
As we can see on the graph, apps are over sending notifications at 3pm, and yet are under sending just one hour later at 4pm. This is a big opportunity for apps to stand out from the crowd.
Europe, The Middle East, and Africa
Benchmark: On weekends, sends and opens both peak at 9pm, but sends taper off an hour later, while opens are still high.
Opportunity: Brands should keep sending an hour longer, through 10pm.
When in doubt, 9pm is the magic number in EMEA. On weekends, the answer is simple. Marketers send push correctly at 9pm, but users crave communication even after that. Send between 8–10pm to get the most impact.
Additionally, it’s clear that sending overnight from 12–1am is not good for open rates, and marketers should also avoid the early morning until around 7am, when users begin to engage for the day.
Benchmark: Apps send more often than users open from 3–5pm.
Opportunity: Brands should send more pushes at the 6pm time frame when customers are likely to open.
On the weekends, marketers send too frequently at 3pm. By sending at 6pm, when users are most engaged, they increase the likelihood of users opening.
Marketers are also consistently over sending from 12–5pm, and consistently under sending from 6–11pm. More time and energy can be shifted from sending in the afternoon to the evening.
Asia and the Pacific
Benchmark: Afternoon push sends are still high from, 4–6pm when customers open less often.
Opportunity: Brands should aim to reach their audience by sending from 7am–1pm.
On weekends, apps are totally off-base. Marketers vastly underestimate early morning engagement and send too often from 12–6am. Instead, apps should send from 7am–1pm to reach their full user base.
Outside of this core engagement opportunity, marketers are also under sending from 3–10pm and should gravitate away from the 12–6am hours entirely.
There are a lot of things you can do to increase open rate, such as personalization, optimal timing, and behavior-based sends. However, in a pinch, these charts can serve as invaluable information about the best time to send push notifications in specific regions.
If you’re included in the 63 percent of marketers that send push notifications at the wrong time, it’s time to start using our data science to increase your user engagement and push notification success. Get our full report, “Breaking Barriers to Push Notification Engagement,” to boost ROI and user engagement.
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