7 Ways To Reduce Unsubscribe Rate In Web Push Notification

The subscription rate for Web Push Notifications has been phenomenal, and our data shows: Subscription rate of Web Push is Higher Than Email by 2 to 5x. As per the push notification benchmark report, you can get upto 20% subscription rate.

In one of our case studies, we found Asklaila, one of the platforms for local business, got a 3X higher subscription rate as compared to e-mail. Here is the average subscription rate we observe based on our data.

*Source: PushEngage aggregate data

After putting a lot of effort into getting subscribers, you do not want to lose them.

However, High unsubscribe rates in Web Push has been the elephant in the room for the industry. 

Understanding How Web Push Unsubscription rate is measured and how it is different than email

To understand why the unsubscription is high, let’s try to understand how the unsubscription is measured in Web Push Notification. When a user unsubscribes from the push notification, it is a user individual preference in that browser.  However, your subscriber number will remain the same as no information is yet been received regarding the un-subscription.

Next time, when you send a notification, the cloud manager (like Firebase Cloud Manager) that is used to send, will notify the Push Notification service provider that the user has unsubscribed. Post this, your push notification subscriber list will be updated and will remove the un-subscribed user from the Active List. However, to maintain good results from your campaign, you need to reduce the unsubscription rate for your push notification.

Web Push Notification sending hence shows unsubscribe with a lag, i.e. it shows the unsubscribe that has happened since the last notification sent to this current one.

Let’s check out some of the known reasons for un-subscription:

Untargeted Notifications

This is the most common reason for unsubscription. Every customer is different, so treat them differently. If you send notification about the sale on women’s apparel to all, people who are not interested in such notification will unsubscribe. Our study shows that segmented send results in 2x click rates and lower unsubscribe rates.

Long Gap in Sending

You need to be engaged with the customer by sending a regular notification. When you are not in touch with the customer, they may unsubscribe from your notification.  Secondly, when you do not send any notification for a long time, you will not know how many have already unsubscribed. Hence, you send the notification, the unsubscribe count over a longer period is displayed. You may see the unsubscription rate has gone high because you have sent notification after a long gap and hence the subscriber number also got updated lately.

Sending Frequently

If you send too frequently, the customer may not like too frequent notifications and can decide to unsubscribe from your notification.

Other technical reasons

ブラウザはサブスクリプションオブジェクトで使用されるデバイス-トークンを6か月ごとに更新します。トークンが更新された後にユーザーがウェブサイトを再訪問しない場合、更新されたトークンがデータベースに保存されていないため、ユーザーは購読解除済みとしてマークされるか、または購読者の損失と見なされます。

プッシュ通知の購読解除率を減らすための7つの戦術

以下は、購読解除率を減らすために従うことができる7つのベストプラクティスです。

ターゲット通知

ターゲットセグメント向けの通知を作成します。すべての人に一般的なセグメントを送信すると、顧客はそれをスパムと見なし、購読解除します。購読解除率を減らすには、常にさまざまな属性に基づいて購読者をセグメント化してください。PushEngageを使用すると、プッシュ購読者を6つの異なる方法でセグメント化できます。さらに、業界全体の調査によると、セグメントに送信された通知は、すべてに送信された通知と比較してクリック率が2倍に増加しました。

トリガー通知

パーソナライズされ、文脈に沿った通知を送信すると、ユーザーはそれに関連付け、購読解除しません。トリガー通知を使用すると、ユーザーがサイトで行ったアクションに基づいて通知をカスタマイズし、最も必要とされているときに送信できます。

たとえば、ユーザーがウェブサイトからPDFファイルをダウンロードしたか、ビデオを視聴した場合、ユーザーが視聴またはダウンロードしたものに関連する通知をトリガーできます。

このようにして、ユーザーはあなたのウェブサイトにエンゲージします。これにより、ユーザー満足度が向上し、購読解除が減少します。

定期的な間隔での通知

顧客をエンゲージし続けるために、定期的に通知を送信してください。定期的な間隔で顧客に送信されるように、ドリップ通知を作成できます。このようにして、ユーザーに通知を送信し忘れることはありません。ユーザーがプッシュ通知を購読解除する可能性があるため、通知の送信に長い間隔を空けないでください。

通知の送信タイミング

通知を送信する際のタイミングは非常に重要です。顧客のタイムゾーンを理解することが鍵となります。購読者にとって夜間である時間帯に通知を送信しないでください。さらに、ユーザーがアクティブでないときに通知を送信しないでください。通知は見逃されます。ユーザーはあなたからの通知をまったく受け取らないでしょう。ユーザーはプッシュ購読を迷惑だと考え、サイトから通知を受け取ったことがないため、購読解除する可能性があります。私たちは、顧客のタイムゾーンに応じて通知を送信するのに役立つ国別のセグメンテーションを提供しています。

通知の有効期限

When sending a notification, always add an expiry for the notifications. If you don’t user may receive all the notification at once when he logins to the browser after a long time. The expiry time is a unique feature available in web push notifications, so make full use of it. Consider a scenario when you send a notification regarding an offer. However, the user receives the notification after the offer has expired. The user will feel that you didn’t update him on time and so he missed the offer and may unsubscribe. If you put an expiry date on the notification, the notification will automatically get expired and the user will not receive the same after the expiry date.

Notification Language

If your business local. If yes, then it is better to send a notification in the local language. You have used local language in subscription opt-in but while sending a notification, you are using another language. The subscriber will not be able to relate to the notification you send and may unsubscribe.

It’s always better to send a notification in the local language of your subscriber. At PushEngage, geo-segmentation of the subscriber is offered by default. You can send a notification in specific geo language to get higher click rates and lower un-subscription.

Using A/B Testing to reduce Web Push unsubscribes

You can do AB testing of your push notification. With AB testing you will know what types of notifications are more favored by different customer segments. AB testing will help to test different attributes of the Push Notification and finding the winner.

You can then send the rest of the notifications according to the winning push notification.

We hope you can use all the tactics shared above and retain more of your web push subscribers.  If you liked this post, please share it on Social Media, and subscribe to our web push notifications or email newsletter.