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Only 42% Push Notifications Are Successfully Delivered In Southeast Asia: MoEngage Research

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MoEngage conducted research using customer data to study the impact of users’ app activity on push notification delivery rates, revealing that more than half of push notifications in Southeast Asia go undelivered, with a 42% push notification delivery rate in the region. Push Amplification™, MoEngage’s innovative solution that addresses this challenge, has proven to enhance push notification delivery rates significantly for customers across Singapore, Indonesia and the Philippines.

As smartphones continue to shape consumer behaviour in Southeast Asia’s mobile-first economy, consumer brands are turning to push notifications as the choice communication channel to remain competitive. However, 40% to 70% of push notifications go undelivered in Southeast Asia’s Android market due to tight battery optimizations by Chinese Original Equipment Manufacturers (OEMs) that kill background app activity. With Android dominating over 84% of the market share in the region, every undelivered push notification negatively impacts critical customer engagement metrics such as click-through rates and leads to lost opportunities to engage, convert and retain customers.

To better understand this phenomenon, MoEngage conducted research on push notification data and found that:

Push notification delivery rates differed across industries – E-commerce (45%), financial apps (28%), travel and hospitality (28%), media and entertainment (7%), and other apps (37%). This is largely because consumers use these apps with varying frequencies. For example, consumers may listen to music from an audio streaming app daily but only use a ticket booking app just once a month.

User activity plays a role in push notification delivery rates – While recency and number of clicks have an 18% impact on user reachability, the number of app sessions has a 7% impact on push notification deliverability.

There is a direct correlation between the users’ last activity on the app and the push notification delivery rate. The highest delivery rate of over 80% has been observed for apps that had app activity in the last 24 hours. This figure drops by half after a week to 44% and lower. Of all the consumers who successfully received push notifications, around 73% were last active within the previous 2 weeks.

“Our data shows that to improve user reachability via push notifications in 2022, it’s imperative for any digital business in Southeast Asia to optimize and improve the users’ app interaction,” said Saurabh Madan, Vice President and General Manager of SEA and ANZ, MoEngage. “This is why we developed the Push Amplification™ technology, to bridge this gap and help organizations in a mobile-first economy boost push notification deliverability while ensuring that Northstar metrics continue to grow – and we’ve seen great success so far.”

Within Southeast Asia, MoEngage’s Push Amplification™ technology has made a positive impact on customers’ push notification delivery rates:

Indonesia

  • The push notification delivery rates are only 60.34% but with Push Amplification™ this rate increases to 72.42%
  • When the users’ last activity on the app has been between 24 to 36 hours, the Push Amplification™ delivery rate is at 76.02%

    Singapore

    • The push notification delivery rates are only 57.55%, but with Push Amplification™ this rate increases to 91.47% and increases click rate to 5.19%
    • When the users’ last activity on the app has been 1 hour or lesser, Push Amplification™ gives a click rate of 8.33%

    Philippines

    • The push notification delivery rates are only 68.07% but with Push Amplification™ this rate increases to 74.86%
    • When the users’ last activity on the app has been between 24 to 36 hours, Push Amplification™ gives a click rate of a whopping 10.97%

    MoEngage launched its Push Notification Deliverability Benchmarks–Users’ Last Activity, 2022 which analyzed data from push notification campaigns run by MoEngage customers spanning 10+ countries in India and Southeast Asia. 

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