Unless users unsubscribe from Web Push notifications, it's challenging to determine the actual reachability of subscribers. As the duration of Web Push subscriptions increases, the number of unengaged tokens grows. This happens because people recycle or otherwise dispose of their devices, don’t visit the website, or change their browsers. Consequently, the Push Service cannot distinguish between rarely used, disposed of, or inactive devices.
Engaged subscribers vs. Unengaged subscribers
Users who have visited your website or have at least one Web Push click, view, or close action in the last six months will be marked as “Engaged Subscribers”. You can only send your Web Push notifications to these engaged users using the Exclude Unengaged Subscribers option.
When you send notifications to these unengaged subscribers, the campaign's click-through rate (CTR) decreases because these users are unlikely to interact with the Web Push notification.
This optimization helps maintain more realistic Sent numbers and increases CTR rates.
Send your Web Push notifications to engaged subscribers
In the Segments step of your Single Web Push campaign, using the Exclude Unengaged Subscribers option, you can send your Web Push notifications to involved users to maintain more realistic Sent and CTR rates.
The Exclude Unengaged Subscribers checkbox is selected by default to optimize your campaigns by targeting the right subscriber base. You will see an information box on the right side of your screen that displays:
- Number of engaged subscribers
- Number of unengaged subscribers
- Total subscribers
Once you click the Launch button to send the push notification, you will be prompted with a message that displays the number of subscribers.
Clicking the Launch button, you will send your Web Push notification to only engaged subscribers or total subscribers, depending on your selection.