Is it the right moment for a web push campaign?

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najlepszy moment na wysyłania notyfikacji web push

Have you ever thought about the specifics of communicating with your customers via web push notifications? Do you have a strategy for push notifications so that you can optimally use this channel? Do you regularly send campaigns and see that similar content achieves different results and you do not know why? Do you know that you can achieve even better results if you choose the right sending time?

Taking into account all the mass campaigns sent by our e-commerce clients in the last 12 months we found out that the best sending times are:

  • Wednesday 7am-10pm and 4pm-8pm
  • Sunday from 5pm to 10pm.

the best time for web push campaign

Please note that the above figures take into account all our e-commerce customers, i.e. online stores offering different assortments, having customers with different behavior and conducting different sales policies. 

That's why it is so important for you to take an individual approach to choosing the right sending time. You know your customers best, you know when they visit your online store, when they buy, and how often they return to your site. Think about when you run promotion campaigns - maybe that's the day you get the most traffic.

Optimal time to send web push campaign for your online store

Follow the rule: The more people who see your notification, the better. Subscribers have a chance to click on the notification only if it reaches them. 

Based on our clients' results we know that CTRs of campaigns can fluctuate even +/-2% depending on e.g. day and time of sending. The results of a campaign sent at 7 p.m. on Thursday may be radically different from the results of one sent at 7 p.m. on Sunday. Why is this happening?

Send notifications when customers/subscribers are active online. This is the main rule you should follow when determining the best time to send web push campaigns.

When determining the optimal time to send web push campaigns, pay attention to:

  • day of the week
  • the time of sending
  • the device on which the subscriber signed up for notifications
  • and even - season and weather!
  • and, in the last year - changing habits and people's behavior because of pandemic, lockdown and remote working.

How to determine the optimal time to send a web push campaign

1. Review what you already know about your subscribers.

In the initial stages, you can use the Google Analytics tool. Check in your website traffic analysis tool (e.g. Google Analytics) on what days of the week and at which hours you have:

  1. a) the most traffic to your site,
  2. b) most transactions. 

This way you know when your customers are active online and eager to "do business". Use it!

2. Analyze the results of your campaigns

As you send more notifications, you will have more and more data about your audience. See what results campaigns, sent on particular days and hours, generate by analyzing them together. Compare this data to your GA statistics and select the "best hours" on each day of the week. 

3. Conduct A/B testing

PushPushGo gives you the ability to perform tests for a variety of variables - including sending time. So if you are in doubt about the right time, this will be the solution that will give you the definitive answer.

4. Send web push campaigns when traffic to your website is high

Then your customers are active on the web and there is a greater chance that your messages will bring the expected results, i.e. end with a purchase in your store.

5. If you need support, please contact PushPushGo support.

We would love to help you create a successful campaign!

The Delivered value determines when your subscribers are active online

When analyzing the web push statistics you should also pay attention to the Delivered coefficient, because this value indicates how many of your subscribers were reached by your message, i.e. how many of them had to have their browsers on during the time interval from the moment of sending the message to the end of its validity. 

The higher the delivered value, the more clicks your message can generate (with the same CTR value), which can translate into the number of transactions made by your subscribers.

Example 1:

  • Sent: 100 000
  • Delivered: 50 000
  • % Delivered: 50%
  • CTR: 4%
  • Clicked: 2 000

Example 2:

  • Sent: 100 000
  • Delivered: 40 000
  • % Delivered: 40%
  • CTR: 4%
  • Clicked: 1 600

The subscriber's device is very important in terms of receiving notifications from you 

Subscribers sign up for web push notifications on 3 devices: mobile, desktop and tablet, but from your point of view, only the first two are relevant, because 99% of signups are made through these devices.

Note that if your subscriber signed up on:

  1. a) mobile, it can be assumed that they have their phone with them all the time and their web browser is running in the background. Theoretically, you can send notifications at any time of the day or night, but please - don't do it at night🙏!
  1. b) desktop, then theoretically he must have done it either at home or at work. And it is where the computer is located that determines the time when a subscriber can receive a notification. If someone signed up for notifications at work, they can only receive them when they are there - for example, from 8am to 4pm on weekdays.

If someone signed up at home, they are more likely to respond to notifications that were sent to them in the evening and also on weekends.

The most common mistake marketers make when setting the day and time to send web push campaigns

Send notifications ONLY during marketing department business hours and ONLY on business days, which is typically 8:00 a.m. to 4:00 p.m. Monday through Friday. You need to remember that your customers work too and there is a good chance that they don't want to receive notifications when they are focused on their work responsibilities. They don't have the time, can't or just don't want to do it.

So try to tailor your sending times to your subscribers' preferences - not your work hours. A large part of your audience may be more likely to click on a notification they receive - at a different time, such as an evening or weekend.

Send notifications at different hours of the day and even on weekends. Test and see when your notifications are most effective.

Schedule your mailings - you don't have to send campaigns right away

It's understandable that you want to deal with creating web push campaigns during your work hours. However, you don't have to send them then. PushPushGo gives you the ability to schedule the day and time you want to send notifications. This way you can be sure that your notifications always reach their recipients at the right moment. You can rest at that time⛱️. You will check the effects of your campaigns when you return to the office.

schedule web push campaign. PushPushGo application

Summing up

Send notifications at different times of the day, as well as on weekends. Remember to send web push notifications when it is most likely that your subscribers are active online at that time and have their browser enabled. 

By doing so, you will have higher deliverability of your messages, and thus they will generate more clicks, as well as a higher CTR. Analyze your data, test and test new solutions! Good luck!


Paulina Poniewska

Paulina Poniewska

Strategy Specialist @PushPushGo

For 13 years connected with marketing and advertising, and since 2011 works in the e-commerce industry. At PushPushGo she is responsible for designing automation scenarios and optimizing web push campaigns. 

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