Why Do Some Industries Have Higher App Message Opt In Rates Than Others?


Neel Banerjee, Senior Product Manager at Urban Airship, discusses why some industries have higher opt in rates than others, and also offers some insight into why some customers will be engaged enough to download your app, but will turn their noses up at your notifications.

This video is a clip from "Good vs. Great Mobile Engagement: Getting the Opt-In" watch the full webcast on-demand.

[Alyssa Merritt]: So, starting with an action that show true intent, that idea of downloading the app, then we've got the opt in. Neel, you've been looking at opt ins for a while- right now we're looking at average opt in rates across various industries - what are your thoughts on this?

[Neel Banerjee]:

If you think about how an app is asking for your opt in, especially on iOS, there's utility that we're seeing where customers really want to engage with the brand and the app is doing a really good job of explaining why they want to message the end-user - those people tend to have the highest opt in rates. So interestingly enough, charities - you're giving your money to something to benefit the world, and you want to understand any updates to your charities of choice, so you're going to see really high opt in rates there.

Now, in some of these other areas where you're seeing much lower opt in rates, that can be due to a couple things - one, the app might just not have a good onboarding experience that's not really expressing the value that's given by the opt in. I see this a lot of apps where you end up downloading the app, and the first thing that happens is you get this quick "please opt in" notification - it's like, I don't even know what this app's going to do yet.

Sometimes you can get away with that because, if you're a weather app, you know that you want to get alerts on weather, but for things where there's going to be multiple forms of content and it's not very clear to the end-user why they would want to get a message from you, that's where you can either explain that to the customer then or ask them when the context makes sense.

[Alyssa Merritt]: I think by looking at your phone, it made sense that sports certainly had higher opt in rates because people want to get the latest news about whether their team won. We see a really big gap between the average ratings and the leaders - I was very surprised by this, but not by the opt in rates for travel and hospitality, as I certainly want to know when my gate changes before my flight.

[Neel Banerjee]: Absolutely. And we can see here that in general, if you're getting about a 50% opt in rate, you're doing pretty well. But everyone beyond that point is doing something a bit more special with the experience in how their asking people for that opt in.

Now you won't get to 100%, I mean it's a great thing to go for, but one of the things to remember is that people who do opt in to notifications are very special people, and we're going to get into some more reasons around that and why signals are so important. It's important to get as many people to there, but you don't want to over do.