A new report from Urban Airship finds that mobile developers who use push notifications have a 26 percent higher retention rate after one month than those who don’t use push notifications. After six months, the apps with push notifications had user retention rates double those without. The findings aren’t surprising, given that Urban Airship offers a push notification service, but they do give developers something to consider.
Along with the report, Urban Airship also released a list of best practices. They encourage developers to allow users to determine the flow and timing of notifications, as well as the type of notifications received. They also say that notifications should be used to improve the experience for existing customers first, with driving sales only a secondary goal.