Today, two key facets of selling are privateness and choice. With Google eliminating the use of third-party cookies and laws just like the CAN-SPAM Act requiring manufacturers to permit prospects to opt-out of selling emails, privateness in advertising has turn out to be a precedence. Preference goes considerably hand-in-hand with privateness. With a slew of selling channels at their disposal, entrepreneurs may give prospects the power to determine how, when, and the place they need to obtain advertising communications. It’s not solely good follow; it’s anticipated.
To mix choice and privateness, Android 13 introduced new permissions for receiving push notifications. Like iOS, Android 13 units will present the OS immediate which permits customers to opt-in (or out) of receiving push notifications.
In this text, we’ll be discussing how one can not solely guarantee your Android 13 customers obtain the perfect expertise, but in addition how one can maximize your push opt-in price, whereas studying extra about your prospects’ preferences. Before we dive in, nevertheless, there are some app consumer eventualities to take into consideration.
The TL/DR
Iterable Android App prospects ought to:
- Update your construct for Android 13 as quickly as doable
- Leverage Iterable to take a look at the place and when to request push permissions whereas monitoring what content material pursuits your app customers
Different Scenarios to Consider
Creating a harmonized and individualized expertise on your app customers is the tip objective, so prospects utilizing your app shouldn’t discover any bumps within the street throughout an replace like this. But, there are two circumstances a buyer of yours could discover themselves in when utilizing your app which will impression their total expertise.
Android 12 Users
Let’s say your buyer sees your model’s app within the retailer and decides to obtain it however they’re nonetheless utilizing Android 12 as their OS. They set up the app after which they replace their cellphone to Android 13. What occurs now?
Push notification permissions are pre-granted (except deliberately disabled by the consumer after they had Android 12), which means they’ll obtain your model’s notifications with out having to opt-in. This can also be the case if the consumer switches from one Android cellphone with OS 12 to one other Android cellphone with OS 13 and the app is restored utilizing the “backup and restore” function.
Android 13 Users
If your buyer has an Android 13 cellphone, the variable is which OS your app targets. Apps are constructed to goal sure working programs. “Each app has a targetSdkVersion in the manifest file (also known as the target API level) which informs how your app is run on different Android versions.” For instance, what in case your app targets Android 12? In this case, the push notification opt-in is prompted by the system in the course of the app startup.
What in case your app targets Android 13? In this case, your app can request push permissions on the time of your selecting, and has management to test, educate the consumer, and ask the consumer for permission to ship push notifications—with the appropriate context.
Essentially, you’ll need to improve your Android app to help the completely different contexts current on Android 12 and 13.
A Closer Look at Android 13
To perceive this replace a bit extra, we’ll be specializing in the second situation: customers with Android 13 telephones. These are the customers with Android 13 who haven’t used your app earlier than.
In the diagram beneath you’ll see a high-level flowchart depicting how permissions could be requested and granted. Within this flowchart is the chance to higher perceive the client within the hopes of making a extra individualized expertise.
Diagram depicts requesting push notification permission from the model facet. Source: Android.
Let’s zoom in on steps 5a and 5b. Within Iterable, you may test at any level of a consumer’s life cycle whether or not they’ve opted into push permissions. If they haven’t, your model has an superior alternative to acquire some perception into the client’s preferences.
For instance, you might take a look at what content material could enhance their decide in. Do they need coupons? Do they need new product data? You might additionally slender down when—of their buyer lifecycle—the perfect time is to ask them for push permission. This approach, you may enhance the probabilities they’ll opt-in.
Fetch Rewards, a model that rewards factors based mostly on scanning purchasing receipts, used this very same tactic to enhance their opt-in price. After surveying prospects, they observed the vast majority of prospects hadn’t used their app just because they forgot to scan their receipts. To assist prospects bear in mind, they wished to ship a reminder by way of push notification. They requested prospects, “would you be willing to opt in to receive location-based reminders to help you remember to scan?” and the bulk stated “yes.”
By utilizing the push notification opt-in as a possibility to higher perceive prospects, the Fetch Rewards crew have been in a position to enhance their conversions by 20%.
It’s not a Barrier, it’s a Better Experience
It could initially appear daunting to have to ask Android 13 customers for permission to ship push notifications, however in the long term, your model will likely be offering a greater total expertise to Android 13 customers. Sending push notifications with out express permission from the client is analogous to the batch-and-blast advertising methods of yesteryear—it’s impersonal and could be annoying for the client. By getting prospects to opt-in, they’re partaking along with your model and you’ll be taught extra details about the advertising content material they need to obtain.
To be taught extra about how your model can ship significant push notifications, take a look at our help documentation on the Android 13 replace or schedule an Iterable demo right now.