Jul 8, 2025
Want to keep users coming back? The answer lies in using email campaigns and push notifications together. Here's why:
Push notifications grab attention instantly and are perfect for time-sensitive updates or quick actions. They can boost retention by up to 40% when personalized and timed well.
Emails allow for detailed communication, making them ideal for tutorials, account updates, and building long-term relationships. They deliver a massive ROI of $42 for every $1 spent.
Both channels excel in different areas:
Push notifications: High engagement (up to 50% open rates), immediate impact, but limited to app users who opt in.
Emails: Broader reach, detailed content, and less intrusive, but lower average open rates compared to push notifications.
Quick Comparison
Metric | Push Notifications | Email Campaigns |
|---|---|---|
Open Rate | 20%-50% | 2%-25% |
Click-Through Rate | 7.8%-40% | 1%-3% |
Best For | Time-sensitive updates, quick actions | Detailed content, long-term trust |
Reach | App users who opt in (67.5%) | All users with email addresses |
ROI | Up to 3,500% | $42 per $1 spent |
To maximize retention, use push notifications for immediacy and emails for depth. Together, they create a balanced strategy that keeps users engaged across their journey.
Push Notifications for User Retention
How Push Notifications Work
Push notifications are short, direct messages sent straight to a user's device. Unlike emails that might sit unread in an inbox, these alerts pop up instantly on the screen, making them hard to ignore. When someone downloads an app, they’re usually asked to enable notifications. Once they agree, you can send them updates, promotions, or reminders tailored to their activity. These alerts act as subtle nudges - encouraging users to return, complete purchases, or sign up for events. Well-timed, personalized messages based on user behavior can drive immediate actions, lower bounce rates, and keep users engaged longer.
Now, let’s dive into the numbers that show just how effective push notifications are in retaining users.
Push Notification Performance Metrics
Push notifications deliver strong results when it comes to keeping users engaged. For instance, apps that send at least one push notification within the first 90 days see retention rates nearly triple compared to those that don’t. Below is a breakdown of click-through rates (CTR) by industry:
Industry | iOS CTR | Android CTR | Average CTR |
|---|---|---|---|
Education | 4.91% | 2.10% | 1.77% |
Utilities | 4.87% | 2.72% | 2.97% |
Travel | 2.55% | 1.92% | 1.92% |
Retail | 2.97% | 2.48% | 3.01% |
Business & Finance | 2.51% | 2.77% | 2.55% |
Entertainment | 1.92% | 1.79% | 2.01% |
Targeted campaigns perform even better, delivering 50% higher click-through rates and boosting retention by 39%. Personalized notifications take it a step further, increasing reaction rates by up to 400%.
"If done right, push notifications may boost your retention by up to 40%. At least, these are the average results we get with our clients."
Elena Montoya, Head of Marketing at Pushwoosh
Real-world examples confirm these numbers. KFC India, for instance, ran a "Bucket It" campaign, sending daily push notifications to users who hadn’t claimed rewards within three days. This resulted in a 22% increase in average daily orders per store and a 23% bump in daily revenue. Similarly, mon-marché.fr achieved a 21% push open rate and saw orders jump by 43% through personalized, periodic notifications.
Push Notification Best Practices
To make the most of push notifications, consider these strategies:
Personalization:
Personalized messages resonate more with users. They can increase open rates by four times. Use customer data to craft messages that go beyond just adding a name - focus on relevance to their preferences or behavior.
Timing Optimization:
Timing matters. Notifications sent at the right moment are 2.6 times more likely to prompt app opens. Adjusting the timing to suit user habits can further boost reaction rates by 40%.
Frequency:
Sending more than one notification daily can improve 90-day retention rates by 285%. However, it’s essential to strike a balance - too many notifications can lead to fatigue.
Segmentation:
Group users based on behavior, location, or preferences. Segmented notifications feel more relevant and less generic.
Content Optimization:
Keep messages short and clear, with a strong call to action. Adding emojis can increase open rates by 85%, and using rich formats can improve reaction rates by 25%. Trigger notifications based on specific actions to make them timely and impactful.
Deep Linking:
Use deep links to guide users directly to relevant in-app pages, reducing friction and increasing engagement.
For example, Orange collaborated with Airship to boost their notification strategy. By combining personalization, optimized timing, and smart segmentation, they achieved a 25% higher opt-in rate than the industry average and got 30% more users to tune into a livestreamed event promoted via push notifications.
"Push notifications are essential if you're looking to retain customers for your brand. They're a great way to keep customers engaged, and when executed properly, a good push notification strategy will keep your customers sticking around time and time again."
Sandra Wroe, Senior Product Marketing Manager, Airship
Email Campaigns for User Retention
Email Campaign Advantages for Retention
Email campaigns are a powerful way to keep users engaged and encourage long-term retention. Unlike push notifications, which are great for quick updates, emails allow for detailed, personalized communication that users can reference whenever they need. One of the biggest strengths of email is its flexibility. You can include extensive information, making it ideal for things like tutorials, account updates, or subscription renewal reminders.
Another advantage? Emails reach all your users, not just those who have enabled app notifications. Plus, they’re easy to revisit, which is perfect for transactional content like purchase confirmations or important account changes. Because emails are less intrusive than push notifications, they’re less likely to annoy users. And since they allow for two-way interaction, they can help build stronger connections with your audience.
"Email is better suited for longer, more detailed content, and reaching out to a wider base of customers." - Andrew Buck, Author
These benefits aren’t just theoretical - they translate into real, measurable results.
Email Campaign Performance Statistics
The numbers speak for themselves. Email marketing delivers an incredible return on investment (ROI). For every $1 spent, email marketing generates $42 in revenue. Some reports even suggest ROIs as high as $44 per dollar invested, a staggering 4,400% return. It’s no wonder 40% of marketers say email is their top revenue driver.
Open rates for emails vary widely, from 2% to over 20%, with click-through rates averaging around 2%. Personalization makes a big difference here. Emails with personalized subject lines see a 26% higher open rate, and personalized emails generate 5.7 times more revenue. Transactional emails - like order confirmations or account updates - are particularly effective, with a 70.5% open rate.
Consumers also favor email for promotional content. About 75% prefer receiving promotional messages via email, and personalized emails can result in six times higher transaction rates.
"Email marketing is the most effective marketing tool available on the market." - WPBeginner Editorial Staff
Email Retention Campaign Best Practices
To make the most of email campaigns, focus on segmentation, timing, and personalization. Start by dividing your audience into meaningful groups - like subscription plans, purchase history, or engagement levels - to ensure your messages are relevant. Craft subject lines that grab attention but remain clear and concise.
Timing matters a lot. Schedule welcome emails right after signup, renewal reminders 5–7 days before a subscription expires, and win-back emails after 2–3 weeks of inactivity. A/B testing can help you figure out the best times to send emails for maximum engagement.
Personalization goes beyond just adding a user’s name. Use browsing history to recommend products, tailor content based on location or interests, and include dynamic content blocks for personalized offers. With 80% of consumers more likely to buy from companies that offer a personalized experience, this level of customization can significantly improve retention.
Automation can make your retention strategy more efficient. Set up automated workflows for onboarding, post-purchase follow-ups, and re-engagement campaigns triggered by user behavior. Triggered emails are 95% more likely to be opened than generic mass emails and have double the click-through rate.
Several companies demonstrate these strategies effectively. Grammarly, for example, sends emails to free users encouraging them to upgrade by showcasing premium features with clear deadlines. Shopify helps new users who aren’t sure what to sell by offering a product discovery tool. Similarly, Miro uses emails to show specific use cases, turning retention efforts into an opportunity for users to learn more.
To ensure continued success, track key performance indicators like open rates, click-through rates, churn rates, and conversion rates. These metrics will guide you in refining your email strategy over time.
Push Notifications vs SMS vs Email: Choosing the Best Channel for Your Business
Push Notifications vs Email: Direct Comparison
Crafting an effective retention strategy often hinges on knowing when to use the right communication channel.
Performance Metrics Comparison
The numbers paint a clear picture of how push notifications and email stack up in different areas. Push notifications tend to lead in engagement, boasting click-through rates nearly seven times higher and open rates about 50% higher than email.
Metric | Push Notifications | |
|---|---|---|
Average Open Rate | 20% to 50% | 2% to 25% |
Click-Through Rate | 7.8% to 40% | 1% to 3% |
Immediacy | Instant delivery | Dependent on email client access |
Content Length | Short and concise | Flexible for detailed content |
Opt-in Requirements | Explicit permission required | Recommended but not always mandatory |
Reach | Limited to app users (67.5% opt-in rate) | Broad audience with email addresses |
Push notifications boast an average reaction rate of 7.8%, climbing to 10–15% in certain industries. These figures underline the strengths of each channel, offering insights into when they are most effective.
Email, however, brings its own advantages. It delivers a remarkable return on investment (ROI), generating $44 for every $1 spent. While push notifications can achieve ROIs as high as 3,500%, their reach is confined to app users who have opted in. Email, on the other hand, reaches a much wider audience and excels in delivering detailed, content-rich messages.
Both channels thrive when personalized, significantly boosting engagement rates.
When to Use Each Channel
The secret lies in aligning each channel with the right use case. Both shine in specific scenarios depending on timing, message type, and user intent.
Push notifications are ideal for:
Time-sensitive promotions that require immediate action
Order updates and shipping notifications users expect promptly
Location-based alerts when users are near a store or relevant area
Abandoned cart reminders to capitalize on high purchase intent
Engagement nudges to re-engage app users
Scarcity-driven offers
Email campaigns work best for:
Detailed product descriptions that need more space
Newsletters and content-heavy messages users can review at their leisure
Account updates and formal communications for record-keeping
Non-urgent messages where timing isn’t critical
Conversations that encourage replies
Permanent records such as receipts, confirmations, and account changes
Push notifications grab attention immediately by appearing directly on users' screens, making them perfect for real-time engagement. Emails, however, allow users to access content at their convenience, making them more suited for in-depth communication. Younger audiences often respond better to push notifications, while email remains effective across all age groups.
Common Problems and Solutions
Despite their advantages, both channels come with challenges that need to be addressed to maximize effectiveness.
Push notification challenges:
The main issue is overuse, leading to notification fatigue. Users who feel overwhelmed may disable notifications or even uninstall the app. Additionally, the opt-in requirement means only about 67.5% of users can be reached.
Solution:
Send notifications sparingly and focus on high-value, personalized messages. Segment your audience to ensure relevance and avoid generic broadcasts.
Email challenges:
Inbox overcrowding is a common problem. With so many emails competing for attention, your message can easily get buried. Deliverability issues can also prevent emails from reaching users' inboxes.
Solution:
Craft compelling subject lines and schedule emails strategically. Audience segmentation ensures your messages are relevant, and maintaining a strong sender reputation helps avoid spam filters. Engaging existing subscribers is also cost-effective - retargeting them via email is 10 times cheaper than acquiring new customers through paid ads.
Cost considerations:
Push notifications typically cost between $200 and $900 annually for small businesses, while large enterprises may spend over $10,000 per year. Email marketing costs range from $51 to $1,000 per month, depending on the scale and strategy. Both options deliver excellent ROI when used effectively.
"Send too many useless notifications and users will opt out or even stop using your app."
The key to overcoming these challenges lies in personalization, timing, and relevance. Monitoring user behavior and engagement metrics ensures your messaging strategy remains effective. Users who opt in to push notifications engage 26% more when their preferences are respected. Plus, push notifications are a cost-efficient option, especially at scale, compared to SMS.
Retention Recommendations for Subscription Apps
To improve subscription retention, a well-rounded strategy is essential. It's not just about picking between email and push notifications - it's about using both in a smart, coordinated way. Personalization, timing, and delivering relevant content are key to keeping users engaged.
Using Push Notifications and Email Together
Combining push notifications with email creates a powerful retention strategy. Each channel serves a unique role in the user journey, and when used together, they can significantly enhance the user experience.
Push notifications are perfect for grabbing attention quickly. They work well for time-sensitive updates, abandoned cart reminders, or nudging users who haven’t interacted with your app recently.
Email campaigns are better suited for detailed content, newsletters, account updates, or building long-term relationships with users.
The real magic happens when these two channels are integrated. For instance, you could send a quick push notification to alert a user about an update, followed by an email with more in-depth information. This approach ensures you capture attention immediately while providing the details users need to stay engaged.
Segmentation is crucial here. Some users may prefer short, actionable push notifications, while others might respond better to detailed emails. Tailor your communication strategy based on user behavior and preferences to see the best results.
Personalization, Timing, and Relevance
Personalization turns generic messages into meaningful interactions. It’s not just about addressing users by name - it’s about tailoring content to their interests and actions. Consider these stats:
Companies that excel at personalization see 40% higher revenue on average.
Personalized push notifications can boost open rates by 4x.
Content personalization might include recommending products based on browsing history or sending location-based offers. Behavioral personalization takes it a step further by analyzing user actions to deliver hyper-targeted messages. For example, behavior-based emails can achieve conversion rates of up to 93.3%, while iOS push notifications tailored to user actions can reach conversion rates of 35.8%.
Timing is equally important. Send messages when users are most likely to engage, considering their activity patterns and time zones. Avoid spamming users by setting limits on how often notifications are sent - a practice known as frequency capping.
A great example of this is JibJab, which used MoEngage to identify when users were likely to drop off. By sending personalized push notifications, they achieved a 30% increase in click-through rates compared to generic messages.
Finally, relevance is the glue that holds everything together. Your messages need to offer real value, whether it’s a special offer, a timely reminder, or helpful information. Regularly monitor engagement metrics to ensure your content stays useful and engaging.
"The product is just one touchpoint. Retention is an orchestrated effort across the lifecycle." - Joseph Jude, CTO at Net Solutions
How Appeneure Can Help with Retention
If implementing these strategies feels overwhelming, Appeneure can simplify the process. With expertise in AI-powered app development and UI/UX design, they specialize in creating apps that keep users coming back. Their track record includes working with over 100 clients across various industries, giving them deep insight into what drives user engagement.
AI-driven personalization is central to Appeneure’s approach. They use machine learning to analyze user behavior in real time, allowing for tailored content recommendations and optimized notification timing. Businesses using AI for user experience enhancements report a 25% increase in revenue, while those leveraging AI for decision-making see processes move 40% faster.
Predictive analytics is another tool in their arsenal. By identifying users at risk of churning, they enable businesses to take proactive steps - like offering personalized discounts or sending timely reminders - to re-engage those users. This approach can boost app interactions by 50%.
Appeneure also excels in designing adaptive user interfaces that evolve based on user behavior. This ensures a more satisfying experience, meeting the expectations of 71% of consumers who want personalized interactions. On the flip side, 76% of users feel frustrated when personalization is lacking.
Their capabilities extend to building conversational AI agents, such as chatbots and virtual assistants. These tools provide instant support and personalized recommendations, keeping users engaged while reducing customer service costs.
Appeneure’s agile development process ensures that retention features are implemented quickly and refined based on user feedback. Their rigorous testing guarantees smooth functionality across all devices and scenarios.
"AI is a powerful co-pilot, but the journey must be led by product thinkers who stay grounded in real-world needs." - Karthik Gunasekaran, VP of AI and Software Products at PMI
Conclusion
Key Takeaways
When it comes to user retention, there’s no need to pit email against push notifications - they work best as a team. Push notifications are perfect for grabbing attention and encouraging quick actions, while email campaigns provide the depth needed for storytelling and relationship building.
The stats back this up: brands incorporating push notifications into their communication strategies see engagement rates soar by up to 844% compared to those that don’t. Push notifications are especially powerful in the first 90 days after an app download, helping to significantly boost user engagement during this critical period.
Push notifications work wonders when it comes to prompting immediate actions and fostering stronger customer connections. By delivering messages that align with user preferences, they create a smooth, personalized experience.
On the other hand, email campaigns excel when you need to share detailed updates, nurture long-term relationships, or provide in-depth product information. They offer the space for rich media and compelling narratives that help users connect with your brand on a deeper level.
By combining these two channels, you can maximize their strengths. A timely push notification grabs attention, while a follow-up email provides the context and details users need. Together, they create a well-rounded communication strategy that keeps users engaged.
Final Thoughts on Retention
Retention thrives on personalized, timely, and relevant messaging. Generic content simply doesn’t cut it in today’s competitive app market - users expect messages that reflect their interests and behaviors.
To improve retention, use data to craft messages that truly resonate. For example, app users who receive at least one push notification within their first 90 days are 33% more likely to stick around compared to those who don’t.
Push notifications should be a cornerstone of your retention strategy, but they’re most effective when paired with other communication tools like email campaigns and in-app messages. A multi-channel approach ensures you’re reaching users at the right time and place.
For subscription apps, partnering with experts can make all the difference. Companies like Appeneure specialize in AI-driven app development and UI/UX design, helping businesses build retention systems that adapt to user behavior in real time. With experience from over 100 clients, they bring valuable insights into what works when it comes to keeping users engaged.
The key to a successful retention strategy is focusing on your users’ needs. Test, measure, and refine your messaging regularly to keep it relevant and impactful. Ultimately, it’s not about choosing between email and push notifications - it’s about creating a seamless, cohesive experience that keeps users engaged throughout their journey.
FAQs
What’s the best way to combine push notifications and email campaigns to improve user retention?
To improve user retention, pair push notifications with email campaigns, leveraging the strengths of both. Push notifications excel at delivering real-time updates and prompting immediate action, while emails are better suited for in-depth, personalized communication. Together, they can create a smooth and engaging experience for users.
Start by segmenting your audience based on their preferences and behaviors. This allows you to deliver customized content that feels relevant and meaningful. Use analytics to pinpoint the best times to send messages through each channel, ensuring they arrive when users are most likely to engage. By combining these tools thoughtfully, you can keep users interested and build lasting loyalty.
How can I personalize push notifications to boost user engagement?
To make push notifications more engaging and user-focused, tap into user data to craft messages that resonate with individual preferences, behaviors, and even locations. For example, you could suggest products based on what someone has recently browsed or send timely reminders that align with their activities.
Timing matters - send notifications when users are most likely to respond, steering clear of hours that might feel intrusive or annoying. And remember, personalization isn’t just about adding someone’s name to a message. Instead, aim to deliver content that feels relevant and meaningful to their specific interests and needs. This thoughtful approach not only grabs attention but also helps build a sense of trust and long-term loyalty.
Why is it better to use both push notifications and email campaigns for retaining app users instead of relying on just one?
Using both push notifications and email campaigns creates a balanced approach to user retention, allowing you to connect with your audience through multiple channels. Push notifications work best for delivering quick, timely updates that prompt immediate action, while email campaigns shine in fostering deeper connections with detailed and personalized content.
Together, these tools ensure your messages are delivered at the right time and in the right format, boosting both engagement and loyalty. By combining their strengths, you can craft a user experience that keeps people engaged and encourages them to return.
