7 Questions Marketers Should Ask Themselves About iOS 12

By Alyssa Meritt and Meghan Suslak from Urban Airship

Since its rollout in September, Apple’s iOS 12 has given the individual users more power and options in controlling how brands can communicate with them. One of the biggest changes is that the Notification Center will become the most prominent inbox in Apple users’ lives.

Key Changes with iOS 12 Include:

  • 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.)

For marketers, this ups the ante for sending targeted content that provides ongoing value. More controls for the users mean more opportunities for customers to shut down communications from brands who aren’t meeting their needs.

To prevent that disconnect and make the most out of the new updates, here are seven important questions every marketer should be asking themselves about iOS 12. Of course, these come with seven very helpful answers as well.

1) Is There a Use Case for Grouping Notifications?

For example, same-day messaging for sporting events, breaking news, and day-of-travel notifications could be considered very timely and useful for customers. They can also be a great tool to use if the app sends different types of notifications (educational, transactional, and promotional). Grouping notifications by these specific buckets — rather than grouping them all together by app — will make it easier for readers to see and engage with the content they care most about.

Grouped notifications are easy to use in iOS 12, and Urban Airship makes it easier to start sending notifications with custom groupings. The thread ID is a simple field that is used to determine the grouping of your notifications. This ID is sent along with the message payload, so you can choose what thread IDs to use (and therefore, how to group your notifications) on the fly — no development work required.

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

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

This can be done prior to app download in your app store description, again in your app onboarding materials, and — for those users who downloaded the app but haven’t opted-in to receive push notifications — with in-app messages. With In-App Automation, marketers can create a message with custom content that targets users who are not opted in for push notifications by letting them know what type of notifications they can expect from the app.

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

  • 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?

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

Need help with your iOS 12 strategy? We’re here to help: want to schedule a free 30-minute consultation with our Strategic Services team? We’d love to hear about the pain points in your notification strategy, and brainstorm some ways to help you address them.

Originally published at www.urbanairship.com.

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