71% of app uninstalls are because of annoying notifications

This stat was shown on a slide at Facebook’s F8 developer conference (source: Appiterate). As a business owner, you might think that sending lots of notifications is a good thing, as they draw attention back to your app. But, more often than not they’re annoying, and will cause customers to uninstall your app. That said, if done the right way, notifications can actually be useful.

Why are notifications annoying?

When you send a notification it interrupts what that person was doing. So if you're sending an excessive amount of messages then the interruption isn’t worth it. As an example, if you get 42 likes on a Facebook post and receive a notification for each, it doesn’t make any sense. There’s no action for you to take, and the content doesn’t justify that much interruption.

Additionally, if the message isn’t relevant to the customer, then it’s also annoying. You could be receiving notifications about sports that you’re not interested in, or TV shows that you don’t watch. The information is pointless.

How many notifications should you send?

We now know that it’s important not to send an excessive amount of messages, but how many should you send? When sending 2-5 notifications in one week, 46% of customers said they’d opt-out. When sending 6-10 notifications in one week, 32% of customers will stop using the app altogether (source: Localytics).

Every business is different, so it’s important that you track how your customers are responding to the frequency and content of your messages.

What makes a notification useful?

Great notifications are valuable, personalised and timely. Netflix is a great example of a company that sends personalised messages. They simply let you know when a new season of your favourite TV show is available. Your customers will love to receive infrequent updates about their personal interests.

You should also consider the location of your customers. How can you provide value at that exact moment in time? United Airlines sends you a notification if your gate changes. Waze will send you a notification if there’s traffic during your commute. This information is very valuable during that moment.

Key takeaways

How is your business using notifications? What can you do to improve? Remember to consider:

  • Sending an excessive amount of notifications will annoy your customers.
  • Additionally, irrelevant notifications are also annoying, as the information is pointless.
  • It’s important to track how your customers are responding to the frequency and content of your messages.
  • Great notifications are valuable, personalised and timely.
  • Your customers will love to receive infrequent updates about their personal interests.
  • Consider the location of your customers, how can you provide value at that exact moment in time?