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120 Power Words That Boost Push-Notification Engagement

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Which words are most effective in encouraging consumers to click on mobile push notifications?

To find out, Leanplum examined more than 2.6 billion mobile push notifications sent by brands between January 1 and December 31, 2016.

Each word in the dataset was isolated and assigned an engagement score based on how it affected open rates across different campaigns.

The researchers found that the words with the highest engagement scores fell into four main groupings: words that convey urgency (alert, pending, critical, etc.); words that convey exclusivity (accepted, eligible, limited, etc.); words that convey emotion (dream, epic, warning, etc.); and words that convey value (bargains, deals, sale, etc.).


The most effective words in push notifications vary somewhat by industry, the analysis found.

For example, in the travel vertical, certain destinations (Miami, Bali, etc.) and trip terms (map, seat, booked, etc.) have higher open rates than average.

About the research: The report was based on an analysis of more than 2.6 billion mobile push notifications sent by brands between January 1 and December 31, 2016. Each word in the dataset was isolated and assigned an engagement score based on how it affected open rates across different campaigns.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by Elizabeth Marks Thu May 4, 2017 via web

    Who was the audience of these "push" notifications? Was it primarily towards retail shopper or business to business oriented?

  • by Brooke Harper Sun May 7, 2017 via web

    Great post! Because of the space constraints of mobile push notifications, marketers need to make every word count. “Power words” can help mobile marketers improve app engagement. Thanks for sharing!

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