Despite simplicity of collecting a subscriber base, many factors influence web push campaign results. For example, when you use the same picture for each notification instead of bringing variety in push images, your campaigns will attract less users’ attention. 

Read more how to utilize images for web push.

Thus, planning is the first step before a campaign’s launch.

In this review, we will find out how to use sending frequency to improve push campaign results. How often should one send notifications for an effective interaction with website users?

Frequency and CTR

Sending frequency is a number of campaigns you send per day, week or month. 

CTR or Click through rate is a percentage that shows how many of the delivered notifications were opened by recipients.

The dependency between sending frequency and CTR is not obvious. On the one hand, too many notifications can be intrusive; on the other hand, few messages per month will lead to a decrease in users’ interest. Time parameters influence opt out rate as well.

Learn more about push notification time settings.

Therefore, we will try to understand how to manage campaigns’ schedule to get the highest CTR.

Optimal frequency

Online media send campaigns more often than ecommerce websites. Media websites publish frequently updated content, so they have to inform readers about new articles every day. Generally, media publishers send 3-5 times more campaigns than ecommerce.

To determine the optimal frequency for a website try to analyze your web push statistics. This info will provide you with knowledge about subscribers’ activity and their behavior. Start with an average number of campaigns for your industry and track signals about user responses. If an opt-out rate increases with decrease of CTR, change your strategy.

Our client’s case will show how it works in details.

  • Client – the news website
  • Features. The main goal of web push use here is to generate website traffic.

The blue line on the graph is a number of sent campaigns per week. 

The orange line – an average CTR per week. 

The website started sending about 50 campaigns per week (about 7 campaigns per day). After the first week they’ve increased the campaigns number to 70, but CTR has decreased from 10,5% to 9,6-9,2%. Three weeks later, the company brought the number of campaigns back to previous level. CTR was raised again to over 12%. Thus, the optimal frequency in this case is about 50-60 campaigns per week. 

TIP
You can use automation features in Gravitec.net platform. It is an opportunity to avoid creating notifications manually. Besides, you can set a particular number of campaigns per day according to updates on your website. Read more about automated content delivery for media websites.

Mobile and desktop audience

You can filter subscribers in Gravitec.net dashboard by devices. For example, select Android operating system to send notifications to mobile users only. This approach helps to determine the most convenient sending time for different user groups. For example, smartphone users often are more active in the evening, while for laptop and PC audience CTR is higher in the daytime (working hours).

On the graph below, you can see dependency between CTR, sending time and recipient devices for a news website. 

The pink line shows desktop users activity and the orange one illustrates mobile audience responses. This case shows how CTR changes every hour. For this current website, at nighttime mobile and desktop audience has almost the same activity rate. From 9 a.m. until 6-8 p.m. CTR for desktop users twice higher than click through rate for mobile recipients. 

Described above case is just an example. Campaign results differ for various industries and websites. You can use ‘Subscriber base’ block in Gravitec dashboard to determine time when your mobile and desktop users opt-in. This data will help you to launch campaigns for different groups (by OS) just in time. 

Targeted campaigns

Campaigns targeted at specific user groups are more effective due to their relevance to the recipients’ interests. For example, if a subscriber is interested in children’s books, it is a good idea to inform them about new items from this category.

However, we recommend mixed solutions to achieve better results. For example, you can send automated campaigns to all your subscribers immediately after an article is posted on your website. 

Read more about push campaigns from RSS.

On the other hand, you can create targeted campaigns manually to deliver your specific offer to a certain subscriber group. 

Thus, you can schedule your general and targeted campaigns in a mixed strategy to engage your readers into useful and prolonged interaction.

Specific dates

Another way to diversity and high CTRs is campaign launch for specific dates. It is an additional item in your scheduling. 

Our final case in this review contains data from e-commerce client’s statistics. The company uses web push to return visitors to their website.

On the graph below you can see how CTR was growing due to Black Friday.

This is an important date for e-commerce, when consumers wait for discounts from stores. Many online stores participate in the big sale and include this date while planning marketing campaigns. 

Black Friday or other important dates are one more chance to increase campaign CTR and create unique offer for you recipients.

Conclusions

The optimal frequency for push campaigns depends on business industry, campaign types included into a strategy (targeted, etc.), specific dates, users’ activity during the day. The best way to understand when and how many campaigns you should send is to analyze the results of your previous strategy and subscribers’ behavior. 

If you have any questions on how to launch a push campaign, please, contact our support team.