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Understanding push notifications
Reasons why you won’t achieve a delivery rate of 100% on push notifications
Reasons why you won’t achieve a delivery rate of 100% on push notifications

This article explains five external factors that affect web push notification deliverability.

Tom avatar
Written by Tom
Updated over a week ago

You might notice that whenever you send out a push notification campaign with Firepush, you’re not getting a 100% delivery rate - that is, the same number of impressions that is equal to the number of subscribers you have. This isn’t a technical problem, it’s a normal occurrence, and one that is related to reasons or issues at the subscriber end. Below, you’ll find a list of why this happens:

1. The subscriber clears their browser history and cookies

From time to time, a subscriber will delete their browser history and clear cached files, cookies and other site data. When this happens, the browser ‘forgets’ that the subscriber has given permission to receive your push notifications and therefore won’t deliver them. The subscriber will become an active subscriber again once they visit your store as Firepush will identify them as a previous subscriber who hasn’t opted out before. 

2. The subscriber doesn’t have their browser open

In many cases, push notifications are sent to the subscriber’s screen, even when their browser is closed. This is made possible because those browsers run in the background. On some devices though, this doesn’t happen. In this case, your subscriber will receive your notification as soon as they open up their browser again.

3. The subscriber uninstalls their browser

Push notifications are controlled and delivered through a browser. Sometimes, subscribers decide to use another browser for their internet activities and uninstall the one they were using when they signed up to receive your notifications. When this happens, the original browser can no longer deliver push notifications to the subscriber.

4. The subscriber disables background app activity

One way to save battery life on mobile phones is to disable apps running in the background. If a subscriber does this, or if they turn on ‘battery saver mode’, they will be unable to receive push notifications until normal operating power is resumed.

5. Your push notifications have expired

Typically, push notifications expire automatically after 28 days. However, sometimes you may need to set an earlier expiry date for your push notifications, for example, when you run a 24-hour flash sale. 

Setting an expiry date in this situation makes sense, because you wouldn’t want to carry on promoting your flash sale to subscribers after it has ended. But if your subscribers don’t happen to use their device online until after the expiry time, they won’t receive your push notification. This may also happen if browser apps aren’t able to run in the background of a subscriber’s device.

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