“Gravitec.net is the first push platform with the Spanish interface. We provide Latin America marketers with the service in their native language so that they can use push notifications in a most convenient way.” — Denis Zernyshkin, CEO at Gravitec.net
The hero of this case study is the Prensa Libre company that owns two websites.
Both websites use push notifications by Gravitec.net to inform their readers about their last updates. The average traffic of these two websites is roughly 5,8 million visits per month.
Here we review the Prensa Libre experience of leveraging push notifications.
Subscriber base growth
The Prensa Libre team has included push notifications into their marketing strategy since January 2019. Since that time, their subscriber base is rapidly growing.
In February and March, the number of new subscribers was up to 230 000. Gradually, the growth rate was decreasing. This is typical for any website because regular visitors subscribs in the first two-three months. Nevertheless, the total number of subscribers always increases.
The online TV has less website traffic compared to Prensa Libre, and this results into less subscriptions per month, but still the base growth was significant. The number of new subscribers in April was up to 90 000.
Opt-out and growth rate in percentage
The opt-out rate for Prensa Libre was 20%.
The chart below shows how this affected the growth rate of subscriptions. In March 2019, the base growth was as high as 300% even with the opt-out rate of 20%. In April, the growth rate was 60%, and in May — 30%.
The opt-out rate for Guate Vision was 30%, but still the growth rate was up to 370% in April, and up to 90% in May.
As we mentioned above, the growth decline over time is a common process. The highest results are typical for the first few months after the installation of push notifications. Still, subscriber base for both websites is steadily increasing.
The delivery rate for both websites is nearly the same. It’s about 55 -65%.
It results in 1 million received messages for the campaign of 1.8 million sent notifications.
Push campaigns and CTR
The Prensa Libre company sends push campaigns 3-5 times per day.
The marked bubble by 3/30/2019 shows the next results.
- The number of sent notifications — 191 900
- CTR — 11.92%
- Clicks number – 22 768
- The notification title – ‘Urgente’
On March 20, the company sent five push campaigns per day. The total amount of sent notifications was up to 1.8 million. The number of clicked messages was over 68 000.
We can compare all campaigns results for both websites on two bubble charts.
An average CTR according to Guate Vision statistics is also roughly 8%.
Let’s summarize the company experience of leveraging push notifications.
- The company from Latin America decided to use push notifications for immediate and direct interaction with readers to return them to their websites — Prensa Libre and Guate Vision.
- The company team has chosen the Gravitec push platform since it provides the simple integration and with the clear user interface.
- The subscriber base growth rate was up to 300-370% within the first months after the integration. The number of new subscriptions was gradually decreasing, but its total amount steadily goes up.
- Opt-out rate was about 20-30%.
- The company sends notifications 3-5 times a day. On its high peak it was up to 1.8 million sent messages.
- Delivery rate was about 55-65%. It’s up to 1 million received notifications for the campaign of 1,8 million sent notifications.
- The average CTR for both websites was roughly 8%, and on the high peaks it was up to 20%. which is over 68 000 clicks for the campaign of 1.8 million sent messages.
- The company considers using push campaigns as successful experience. This channel provides websites with additional traffic that is roughly 5% of the overall websites that is 300,000 additional visits per month.