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Introducing Advanced Push – to Amplify and Enhance Push Notification Delivery

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Push notifications are essential now, more than ever. For consumers, it is a source of receiving essential information. While for marketers, it is an important communication tool to get users’ attention and engage with users, even when they are not active on the app. According to our latest survey, the volume of push notifications sent in Q1 2021 vs. Q1 2022 has increased by 40%. But here’s a caveat. 

With the surge in apps available on the app store or play store, it has become challenging to engage with and retain users on the app. Adding to this obstacle is the problem of ensuring impressions or delivery of push notifications.

Why do Push Notifications fail to get delivered?

Delivery failure can occur because of user inactivity, opt-outs, network issues, and OS/device restrictions. The device-level restrictions ‘kill’ the background processes and restrict FCM/APNs from delivering a push notification, and are persistent mainly in Chinese OEMs, including Xiaomi and Huawei. So no matter how targeted or personalized your campaign, low delivery will yield lower opens and consequently lower conversions, rendering your efforts futile.

So is there a solution?

Introducing Advanced Push by WebEngage

Among the various reasons for delivery failure, one reason we can control and actively improve upon is OS/device level restrictions. This is where our 2-step mechanism ensures maximum impressions for every push notification you send to your users.

Step 1 – Expanding the current push notification delivery mechanism beyond FCM and APNs

Our enhanced delivery support for Xiaomi and Huawei push services helps with just that in the case where device-level restrictions prevent delivery through FCM (Google’s cloud messaging service).

Step 2 – Going the extra mile, ensuring maximum delivery of your push notifications

In case of undelivered push notifications, our system bypasses the traditional route (through FCM) and re-attempts delivery through our amplification servers.

Delivery failure can occur because of user inactivity, opt-outs, network issues, and OS/device restrictions. The device-level restrictions ‘kill’ the background processes and restrict FCM/APNs from delivering a push notification, and are persistent mainly in Chinese OEMs, including Xiaomi and Huawei. So no matter how targeted or personalized your campaign, low delivery will yield lower opens and consequently lower conversions, rendering your efforts futile. 

Let’s dive in to understand this better.

The impact of enhanced delivery on Push Notifications

Most push notifications are sent through FCM (Google’s cloud messaging) for Android and through APNs for iOS devices. Integrating Xiaomi and Huawei push services on the WebEngage dashboard can counter the device-level restrictions to ensure maximum delivery of push notifications. The way we help you achieve this is simple. For any push campaign, if the option of enhanced delivery is selected, our system attempts simultaneous delivery through FCM and Xiaomi, and/or Huawei. The simultaneous delivery attempt can uplift the delivery rate by up to 30%. However, we understand that spamming the end-user is not in anyone’s best interest, so we ensure that despite delivery attempts through multiple avenues, users receive the notification only once. 

How to leverage enhanced push delivery on the WebEngage dashboard?

We have an added integration for Xiaomi and Huawei push services on the WebEngage dashboard. To get started, update your respective push credentials on the Integrations page. Refer to our developer documents on how to integrate Xiaomi and Huawei push services on your dashboard.

Once the integration is complete, the option to select Xiaomi and Huawei push services becomes available on the Audience tab while creating a push campaign. 

Analyzing the impact of enhanced push delivery

You can view the click distribution for each campaign from the unique clicks card under Overview to get a sense of which device contributed the most clicks. Typically, the delivery of push notifications for OEM devices, such as Huawei and Xiaomi, lies anywhere between 30% to 45%.

With our enhanced delivery mechanism, delivery of push notifications can be amplified anywhere between 50% to 75%.

Read our knowledge base for more information on the same.

Augmenting delivery with our amplification servers

Besides expanding device support for Xiaomi and Huawei push services, our system is constantly running in the background for push notifications that still remain undelivered. Our amplification servers attempt delivery for each campaign sent through the WebEngage dashboard. We follow a simple mechanism where our SDK interacts with the server to check and re-attempt delivery to the user’s app.

Think of our amplification servers as a safety net, ensuring that your push notifications land in your user’s inbox, bypassing FCM or enhanced delivery options for undelivered notifications. It can provide upto 30% uplift in clicks and upto 20% uplift in conversions. 

You can analyze the real-time impact of our amplification efforts on your campaigns through the stats highlighted in green. All you need to do is upgrade/integrate your Android apps with the latest SDK version, and we’ll take care of the rest!

Wrapping Up

Advanced push can help you reach a wider audience bypassing the issue of a failed delivery. We hope you make the most of this feature and share your feedback. If you need more assistance, get in touch with your Customer Success Manager or reach out to product@webengage.com to get started.

Experience the future of user engagement with industry-defining features and quality customer support! Request a demo now.

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Author

Product Marketing Manager, 

Webengage

Tanya is a product marketing professional with over 4 years of experience in content, and digital marketing for B2B and B2C brands. She has deep interest in the topic of consumer retention and loyalty. She is an avid reader and spends her free time reading books, and traveling.

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