The launch of Android 13 has sparked a debate among users and app makers alike, as it comes with a significant change in how push notifications are handled. The new feature allows users to control their privacy by deciding whether to allow or disallow push notifications from apps they use. This is a major development for marketers, as it gives them an opportunity to enhance their app strategy for push notifications and engage with their customers in a more meaningful way.
On the flip side, app makers can now decide when to display the permission dialogue for push notifications, rather than having it automated by the system. This is a significant change, as before Android 13, the permission dialogue was automatically displayed by the system when apps created their first notification channel. This means that app makers now have a better chance of winning over user opt-ins, as they can choose the context for their push opt-ins and when the prompt has to be displayed.
The new feature is particularly relevant in the Middle East and Africa (MEA) region, where Android devices are more popular than iOS devices. A study conducted between May 2019 and June 2020 showed that 72.55% of UAE-based users had Android devices, compared to 27.24% iOS users. The average Android share in the Middle East is 78%. Therefore, it is a great opportunity for marketers in the MEA region to design their app strategy for push notifications and be well-prepared for the change.
Moreover, a study on MEA user preferences for Push Notifications revealed that 17.4% of users want subscription renewal reminders via push notifications, 11.2% rely on push notifications to get shipping updates, and 17.6% want to receive stock market updates via push notifications. This demonstrates the importance of push notifications in keeping users engaged with the app and enhancing their experience.
Importance of transactional push notifications in Android 13
Transactional push notifications are critical for delivering important information to users. These notifications are created to take user interaction forward with an app and often carry time-bound and essential information. For example, shoppers get regular updates on their order confirmations, banking customers get updates on their verifications or credit card payment status, and flyers who have booked flight tickets get updates on web check-ins or flight schedules. These notifications serve as the best examples of tailored and personalised communications with target users. By adding a personal touch to the marketing plan, app makers can maximise the number of opt-ins.
To achieve this, organisations need to build a scalable and secure messaging system. Product and marketing teams also need easy access to performance of push notifications, how customers react to them, and what impact they have on business metrics such as lifetime value, revenue, or retention. It’s important to go beyond tracking click rates, as this will limit understanding of actual conversions and the value created by push notification campaigns.
App makers can push permission requests at the most opportune moments, such as during the last mile of the transaction process. By doing so, users are more likely to opt-in, as they are in a frame of mind to receive important information. With A/B testing, apps can assess what types of push notifications suit their target audience and create and send notifications with content suited to the situation, which can increase the number of opt-ins.
It’s also important for marketers to evaluate the opt-ins through purchases, free trials, and form fills, as this is the only way to truly determine whether push messaging is working for them or not. While customers have multiple messaging channels on their phones, push notifications are convenient because they are seen immediately on their devices without opening emails or WhatsApp accounts.
In conclusion, the launch of Android 13 and its new push notification feature offers an opportunity for app makers to enhance their app strategy and engage.
