How The Wall Street Journal Made Its Push Notifications More Attention-Worthy
With Facebook and Google controlling much of how readers consume news, outlets such as the Journal know that push notifications can be a powerful way to reach their audience directly. To improve its understanding of those alerts, the paper started using a new weighted open rate — one that discounts devices that hadn’t opened the Journal’s app in more than two months. The Journal has also begun A/B testing its alerts, and it’s looking at ways to focus on individual users regardless of what devices they use to access the Journal’s apps.
The alcohol notification was one of the top three most-opened push alerts the Journal has ever sent, Emerson said. In fact, the Journal’s five best-performing notifications were all sent in the second half of 2016, he said. Those alerts would all still be the the top performing notifications using traditional open rates as well, he said. (The top notification? An alert sent the night before Election Day that offered latest predictions on various races. It was “six orders of magnitude above the average open rate.”)