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Today, brands compete for customers’ attention via all possible channels. We live in a world where customers need instant gratification. This has marketers exploring new ways to attract eyeballs and deploy innovative tactics to stand out.
On the user acquisition side, the average cost per install is $3.00* while the average cost to acquire a paying customer is an astounding 16x!
With such high acquisition costs and intensive competition, marketers face a real challenge after acquiring users: keeping them engaged over the long term and providing them with meaningful, personalized experiences.
Marketers use a variety of channels such as email, SMS, in-app, browser push, push notifications, and more to engage users. Of these, one of the dominant channels used is push notification. It is a powerful channel that is cost-effective as well as highly contextual to the user, resulting in CTR’s as high as 40%.*
When used right, push notifications tend to perform better than other channels.
But no matter how effective a channel may be, your carefully crafted push notification is futile if it doesn’t reach all your intended recipients. In other words, marketers must ensure high render rates for your push campaigns to work.
What are the potential causes of push notifications becoming invisible to customers?
Note – Since Push Notifications are delivered through FCM, our servers don’t have visibility on why some messages go undelivered beyond FCM. The above numbers are a result of hypotheses and experiments we ran on a statistically significant sample set.
| Android | iOS | |
|---|---|---|
| App Installs | 100 | 100 |
| Opt-outs | 40 | 55 |
| Avg. Non-Delivery due to FCM/APNS errors | 5 | 10 |
| Delivered messages | 25 | 45 |
| Rendered messages | 10 | 45 |
| Avg. Render Rate | 10% | 45% |
As you can see above, the average delivery rates are ~45% for iOS and ~10% for Android.
RenderMaxTM is a push notification rendering technology by CleverTap. RenderMax boosts push notification render rates up to 90% so you can engage users you could not before, and elevate your push campaigns’ ROI.
RenderMax improves mobile notification render rates by determining the state of the device and adjusting the notification rendering accordingly. For example, using RenderMax can ensure the delivery of your push notifications even if the device is in battery-saving mode on inactive devices, especially on Chinese OEMs.
RenderMax helped BetterHalf, India’s first and only marriage super app skyrocketed their push render rates to 85%.
RenderMax enables you to use the power of the following features:
RenderMax Push SDK comes with the power to render notifications where this was not originally possible. It works specifically on Chinese OEMs, where due to lack of usage of the app, the device puts the app in battery optimized state. Upon receiving the push notification payload, the RenderMax SDK attempts to bring the app out from battery optimized state and then render the notification.
CleverTap has partnered with Mi, Huawei, and Baidu teams to help increase render rates on devices manufactured by these brands where FCM services are suppressed due to aggressive battery optimizations. These unique/exclusive partnerships allow CleverTap customers to render notifications by keeping the local app services alive on the apps.
Pull notifications handle the issue of low deliverability on certain devices, and runs a periodic poll job from the SDK to get the unrendered notifications from CleverTap servers. With pull notifications, you can optimize the delivery of mobile notifications to devices that missed receiving these notifications.
If you are interested in making the most of your push notification campaigns, read more about RenderMax or schedule a call with a CleverTap expert to see it in action.
