Push notifications are a great way to engage, convert and retain app users. Marketers can leverage push notifications to target their users. But what if these notifications are not getting delivered to the subscribers. There is a huge risk of getting a low app push delivery rate in the said scenario. Hence, we must understand the reasons behind low push delivery rates. Thus, we have mentioned some of the reasons below that can impact the App push delivery rate.

Reasons for Low App Push Delivery Rate

Push notification campaigns are one of the top-performing channels that improve user engagement, but due to some factors, the delivery rate of this channel might get affected.

1. Uninstalled Apps

App uninstallation is one of the primary reasons for the low delivery rates of the push notification sent to your users. When a user uninstalls an app, it is usually registered by the GCM as a non-functioning address. It abstains from forwarding a message to the app on that particular device. However, due to the occasional delay in determining the device as non-functioning, the failed attempt by the CDN impacts the delivery rates.

2. Network issues

 Push notifications might go undelivered to your users if there are internet connectivity issues. The delivery rate may decrease since the cloud network gets disconnected from the device during these cases. Although there is a "Time of Expiry" for the push message in the cloud network, a long pause between the internet connectivity might lead to failure in delivering the message altogether.

3. OEM control

Various device OEMs are increasingly attempting to optimize the device battery life and allow the users to turn off the app notifications. To improve the mobile device's performance, mobile manufacturers create a list of apps called whitelisted apps, such as WhatsApp, Twitter, Gmail, and so on. All notifications from those apps are permitted because very few or no services are killed for these apps. However, for battery optimization, the services of those applications not on the whitelisted app list are frequently terminated, resulting in your user not receiving the notification.

4. The user disables background app activity.

While using Operating Systems like Android, people usually switch off background refresh for apps to save mobile battery usage that further forcefully disables the notifications.

5. Device Issues

• Device Manufacturer: With Oppo and Vivo building custom OS on top of the Android that prohibits the background network access of the app, marketers find it difficult to deliver notifications to their device users despite their fast growth in the mobile market. However, other devices such as Samsung, Xiaomi, and Motorola have a good delivery rate of 51% to 55%.

• Device Activity: Analysis indicates a sustained delivery within 2-3 weeks of user activity in the case of Motorola, Samsung, and Xiaomi. At the same time, Oppo and Vivo witnessed a fast deterioration from the first to the second week, reinforcing the observation that the devices do not receive the notification due to custom OS features.

• Android OS Versions: While the older OS versions such as Lollipop, Kitkat, and Jellybean exhibit a decrease in delivery rate, Android N has the highest delivery rate. On the other hand, Oreo offers a low delivery rate due to Google's new OS updates, such as high battery optimization.

So, these are the reasons that lead to a low push delivery rate and affect your campaign performance. But you can improve the delivery rate by sending more personalized recommendations to enhance users' experience, eventually leading to a lesser uninstallation rate.