Push the Paw: A Field Experiment on Personalised Push Notifications and User Engagement

Push notifications are widely recognised for their effectiveness in promoting user engagement with mobile apps. This study explores how personalised content combinations affect user engagement in a companionship-based activity-monitoring app. The field experiment was designed and executed by the pet activity-monitoring app service company itself, underscoring a practical, industry-driven approach. The dataset includes engagement data from 595 pet caregivers who engaged in this field experiment. Findings reveal that tailored push notifications yield significantly higher app engagement than generic notifications. Furthermore, personalised notifications that include both the caregiver’s and companion’s names result in greater user engagement compared to those featuring only the companion’s name. Integrating caregivers’ engagement history data into notifications also enhances engagement, although this effect was not significantly stronger than name personalisation alone. These insights underscore the value of personalised communication strategies in digital engagement, particularly within industries focused on companionships, where sustained interaction with technology supports healthy and active lifestyles.

• Publication year

  2025

• Venue

  Australasian Marketing Journal

• Publication date

  2025-07-25

• Fields of study

  Not labeled

• Identifiers
  DOI 10.1177/14413582251356702
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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