Why your app push notification may be undelivered

Companies must cut above the noise in today’s competitive marketing landscape and connect with customers in meaningful ways. To do this, marketers need to think out-of-the-box. To reinvent the processes in which they communicate and engage with App users. 

There are a variety of channels to maximize app user engagement: SMS, email, in-app, web push notifications. Of all these, mobile push notifications are ranked among the most favored channels as they have multiple benefits for brands growth:

  • Results in CTR of up to 40%
  • Highly contextual to users
  • Cost-effective
  • Works in any niche

However, when speaking about a delivery, many face issues as not all mobile push notifications you create reach your target audience. These are primarily due to OEM restrictions, network problems, and other reasons that affect devices to cut off GCM service.

Circumstances That Affect Push Notification Delivery

Marketers must ensure that push notifications have a great delivery rate. Otherwise, ads have no benefit to anyone if it doesn’t reach the end recipient.  

Let’s discuss the most common reasons why some notifications that are successfully sent to GCM may be not delivered to every User:

1. Notification Opt-out. One of the obvious and common reasons your push notifications go undelivered is that some app users have opted out to receive this kind of content. 

2. User Activity in the app. There is no direct rule for user activity and push notification delivery. However, we noticed that users that do not use their app for more than three weeks tend not to receive push notifications. So, the more lately the app is used, the bigger the chances of reaching the Users through notifications.

3. Network Connectivity. Push notifications are under the impact of network latency. The lower it is, the higher push delivery rates. For example, mobile phones connected to 4G and Wifi have higher push delivery rates, while users on 2G or 3G are disconnected from push notification services more often. The reason is that the notification expires before reaching the Users device.

4. OS Version. Some users who use an old version of a smartphone are running on an outdated Operating System version. These include Android OS versions like Kitkat, Lollipop, and Jellybean, reporting a reduced delivery rate. In addition, due to Google’s new OS updates, Oreo also has a low delivery rate due to high battery optimization.

5. Notification Send Time Time plays an essential function in the deliverability of push notifications. When there is no connection to the Internet, GCM/FCM cannot send push notifications to Users’ devices. By the time the device restores connection, GCM can be timed-out. Consequently, the notifications are undelivered if a device is out of network in the set send time.

Most likely, you are facing issues with delivery if you are reading this article. Please proceed to “How To Improve the Reach and Delivery of Push Notifications” to solve the problems. 


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