Mobile Marketing

Post-open engagement experiences matter for push notifications

Becky Doles

The great news about creating a “perfect” push notification strategy is that it’s unique to your company. If there was a one-size-fits-all version we could give you, everyone would be mastering in-app marketing and push notifications. Luckily for you, there are few who are and there’s plenty of room to become a front runner.

Here is a technique to beef up your push notification strategy.

Create intuitive post-open engagement experiences  

A post-open experience happens after a user swipes to open a push notification on the lock screen or the home screen. The goal of sending push notifications is to inform the user of something they need to know in that specific moment, or nudge them to take the next action. Basically, you’re trying to get them to interact with the message and get back into your app. Here’s what a smooth post-engagement experience looks like from the lock screen:

Here’s why it’s important to think about the post-open experience. Imagine you get a push notification from Uber saying that you’ve been rewarded $50 in credits. Pretty sweet, right? But when you open the notification, it takes you to the app home screen. It’s unclear whether the discount was applied and there’s no code to enter in sight. Not such a great user experience.

Now envision that instead of taking you to the home page, upon opening the notification you are sent directly to the page within the app that proved that your discount code was applied. In addition, there was a tailored message thanking you for your customer loyalty for using Uber for 3 years and 117 rides.

The less the user has to think about their actions when they get a push notification, the better their experience. After several intuitive experiences, user trust builds and so does the positive association with the app brand. The next time they see a relevant push notification, they are more likely to interact with it. Creativity plays a part here as well; developers have the opportunity to invent experiences. If opening the app from a push notification is old school, deep linking is modern, and custom actions like post-open engagement is next level and where the conversion happens.

More mobile marketing best practices

With $215 billion in mobile ad spend expected by 2021, now is the time to master mobile app engagement.  Our latest e-book has 11 push notification best practices that are easy to follow. Download the free push notification e-book to get them all today.


Becky Doles

Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.

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