Urban Airship recently announced new features designed to allow application developers to deliver the right message to their users at the right time.
Mike Herrick, senior vice president of products and engineering, explains that the company (which started as a push notifications platform) supports messaging built into the application for years.
However, these messages were sent by the servers of Urban Airship . With the new "built-in automation engine", all of the detection and messaging takes place within the application itself, which means that "the experience is native: it loads faster and looks better. " In fact, messages should be triggered and sent instantly.
Director of Communications, Cory Gault, added that compared to the company's existing messaging capabilities, the new engine is "much more specific, focused on critical engagement and the opportunities to do business. integration with each application. "
These use cases may include messages that welcome new users, encourage them to sign up for push notifications, ask them to create an account, request an App Store rating, and so on. They can be triggered by a wide range of behaviors, be it something very general like just open the application, or more specific like targeting users who have reached a certain amount in their basket.
Gault said that with this kind of message, a delay of only one second can make a big difference: "We are talking about being able to catch somebody a little bit. the moment he takes an action, which opens the door to encourage them to do something else … Every action they make, their context changes. "
The new features also include user unregistration management tools, in accordance with the new GDPR privacy rules in force in Europe.