Auto-Remove Setting: How to Remove Delivered Notifications
The next in our ongoing series exploring OpenBack’s unique features and their use cases is the Auto Remove setting. This feature’s name is self-explanatory. If you engage Auto Remove, it automatically deletes delivered notifications from the user’s device if they haven’t been clicked on.
Once delivered, notifications can be removed:
- After a certain period of time after the notification was delivered
- At a certain server-side time
- At a certain device-side time
This feature is very useful to ensure your user’s home screen is not clogged up with multiple notifications. And while this seems like a simple aspect of UX, it can have long-term positive results.
What Are the Benefits of Engaging the Auto-Remove Setting?
Primarily, the benefits are all on the user’s end. No app user wants to check their device to find their lockscreen flooded with multiple push notifications. It’s not a good look for the app, especially with marketing automation, where the same messages or campaigns are delivered over and over again. Nobody wants to feel spammed, and users will be quick to block notifications if they feel you’re contacting them too frequently.
Keeping your user’s device free of excess notifications goes a long way when it comes to building a positive, long-term relationship. And there are benefits of using auto-remove on the developers’ side as well. It improves the holistic UX of your app, which is integral is keeping users opted into notifications over the long-term. By deleting extraneous messages – that may contain outdated or irrelevant information – you extend the runway for user engagement down the road.
What Are the Results on Notification Interaction?
So what are the real-world results of engaging auto remove? In a recent study we aggregated billions of anonymized data points from app receiving notifications from the OpenBack platform. As you would expect, engaging Auto Remove resulted in a considerable decrease in user engagement across the board. There was a 279% drop in click-through rate (CTR), as well as a 48% drop in users swiping notifications away. Overall, this compounded into a 62% drop in overall interaction with notifications.
While such a huge drop in CTR may seem like an undesireable result at first, this can be explained by how a major use case for Auto Remove is in churn prevention and user re-engagement push campaigns. This often also includes recurring delivery settings, which means that users are getting the same messages many times.
For more insights on OpenBack’s custom data signals and how they affect click-through and dismissal rates for push notifications, take a look at our blog post: OpenBack DeviceDecisions Signal Results in +39% CTR for Notifications