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Push Opt-In

Push notifications are your app’s most important marketing tool. In this article, we explain how you can optimize the consent rate for push notifications.

Push opt-in dialog in the app

How do app users agree to push notifications?

  • All relevant iOS/iPadOS versions: App users must explicitly agree to push notifications via an operating system dialog. This dialog cannot be changed and can only be shown once.
  • Android up to version 12: All app users automatically receive push notifications from the moment they install the app, unless they deactivate them later in the device settings.
  • Android from version 13: App users must explicitly agree to push notifications via an operating system dialog. This dialog cannot be changed. If this dialog has been declined, the app can show another, individual dialog.

How high are opt-in rates?

This depends heavily on many factors and cannot be answered in general terms. 

While the opt-in rate on Android was almost 100% before Android 13, it is steadily decreasing on average as Android 13 and 14 spread, and it is approaching iOS. At Shopgate, we see a rate of approx. 35% for our apps on iOS, without further optimization.

A key factor in optimizing the opt-in rate can be how you ask your app users for consent. We look at helpful measures in this article.

An analysis as part of our App Study 2025/26 showed that the standard opt-in achieved a significantly higher average opt-in rate during the period examined. We therefore recommend using the soft opt-in described below only in combination with a clear communication of the benefits. 

How can I increase the opt-in rate?

1. Communicate the added value

What added value would you like to offer your app users via push notifications? Summarize it and communicate it when you ask for consent. For this, Shopgate offers an optional soft opt-in that is shown before the operating system dialog.

  • Are there regular app-only offers or discounts?
  • Are new items offered first through the app?
  • Are there helpful notifications such as shipping confirmations, shipment tracking or back-in-stock reminders?

2. Timing

One key to successful consent can be to wait for the right moment or, if necessary, to ask for consent several times via the Shopgate soft opt-in before the operating system dialog is shown once.

  • Do not ask only once after the first app start, but several times
  • Do you offer shipment tracking via push? Mention it after the first order

3. Encourage opt-in with additional features

Create additional added value with new app features. For example, offer users the option to be notified when sold-out items are back in stock. At this point, the app automatically asks for the opt-in. Contact Shopgate to activate back-in-stock reminders for your app.

4. Avoid opt-outs

Avoid later unsubscribes from push notifications by sending messages that are as relevant as possible. For example, use event-based messages such as shopping cart reminders, personalize messages with customer variables and segment your messages. Watch how the open rates of push notifications change depending on segments, content, frequency and timing.

 

Contact Shopgate today to configure your push opt-in individually. We are happy to advise you!

  • Email: support@shopgate.com
  • Phone: +49 6033 7470-0