7 Questions Marketers Should Ask Themselves About iOS 12

Key Changes with iOS 12 Include:

  • Grouped Notifications: notifications from a brand’s app will appear stacked in a single group unless they include a thread ID, grouping together specific notifications such as a sports game, or day of travel messages.
  • Lock Screen Notification Management: iOS 12 makes it easier to manage notification settings — and potentially opt-out — from within Notification Center. The “turn off” notifications confirmation prompt will deep-link to your app’s preference center.
  • Quiet vs Prominent Notifications: Prominent notifications light up your lock screen, and can include sound or vibration. Quiet notifications are delivered straight to the notification center without any other alerting elements.
  • Provisional Authorization: This is a new authorization status in iOS 12. If an app enables provisional authorization, users will be opted in provisionally and will receive quiet notifications sent directly to the notification center. (Users who were already opted in or out of notifications are not impacted.)

1) Is There a Use Case for Grouping Notifications?

Depending on the content of the notifications you’re sending, grouped notifications can be a great choice. Giving access to a set of notifications in one place can be very convenient.

3) How Can a Brand Keep Its Place in a Customer’s iOS Device?

With the changes to notification management and increased user control over how notifications display, it’s essential to make sure users understand how opting in to push notifications will benefit them. If you haven’t already, develop a clear statement of the value proposition of messaging for your app, and make sure you are delivering that message consistently.

4) How Can Users be Encouraged to Opt-in to Receive Push Notifications?

Users can be educated on quiet vs. prominent notifications through in-app automation and message center, allowing any brand to create a seamless onboarding experience.

5) What Is the Best Way to Send Notifications to New (and Potentially Anonymous) Users?

Two words: compelling messages. With the new changes to authorization and the options for quiet or prominent notifications, each message matters a little bit more. There are several things marketers can do to make their notifications more compelling, including:

  • Establish a governance policy for when and why each message is sent.
  • Use emojis or rich notifications can also help catch the eye of users within the Notification Center.
  • Make sure the message is as relevant or targeted toward the user as possible.

6) What Role Does a Preference Center Play in iOS 12 Notification Management Options?

iOS 12 links to your app’s preference center from the Manage Notifications and Provisional Authorization prompts. Preference centers provide more control to users who might want breaking news, but not sports content; transactional, but not promotional push. By allowing users to give you their preferences, you may be able to prevent them from opting out of your notifications as a whole.

7) How Many Notification Categories Should I Set Up in the Preference Center?

First, ask what kinds of content you will send regularly. For example, a news or sports app may need more notification categories in their preference center than a ride sharing app. Present preferences early in the user lifecycle when users are most engaged — and let them know how many messages they should expect to receive in a given week. A good rule of thumb is that less is more. Too many notification category choices may lead to users choosing “none of the above.”



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