Mobile marketing has revolutionized the way companies interact with their users. Push notifications and in-app messages deliver timely updates, offers, and personalized content directly to audiences. However, this power, when misused, can lead to overcommunication, consumer annoyance, and a surge in uninstalls or notification opt-outs. In recent years, several high-profile messaging tools have come under fire for enabling spammy or excessive campaigns—prompting a reassessment of best practices.
TL;DR
Several top push-notification and in-app campaign tools once drew criticism for contributing to user churn due to spam-like messaging behavior. Common missteps included sending too many notifications, poorly timed alerts, and impersonal content. Mobile marketers responded by refining message frequency, utilizing personalization, and offering improved user controls. These changes have helped rebuild user trust and boost engagement metrics over time.
Top 5 Tools & What Went Wrong
1. OneSignal
What caused unsubscribes: OneSignal has been widely used for its simplicity and flexibility. However, early adopters often misused the platform by sending high-frequency, non-segmented messages. Without proper guardrails, marketers overwhelmed users—leading to high opt-out rates and app deletions.
What changed: OneSignal now encourages richer user segmentation and allows more granular control over delivery timing. Their introduction of Intelligent Delivery, which optimizes timing based on user behavior, has significantly improved notification open rates and reduced churn.
2. Braze
What caused unsubscribes: Braze is known for sophisticated automation workflows, which ironically became the very reason behind user fatigue. Over-automated campaigns made users feel like they were being spammed, as behavior-based triggers lacked proper frequency capping and personalization.
What changed: Braze implemented advanced throttling controls and encouraged marketers to implement frequency-capping within their customer journeys. The company also emphasized contextual messaging—linking messages more closely to real-time user intent and preferences.
3. Leanplum
What caused unsubscribes: Leanplum’s real-time A/B testing and message optimization features gave too much freedom to inexperienced marketers. Campaigns often bombarded users during non-ideal hours or repeated reminders for actions already taken—creating a sense of nagging.
What changed: Leanplum responded by enhancing its analytics layer, enabling better prediction of user burnout. Additionally, they introduced Quiet Hours as a core feature, allowing campaigns to automatically pause during the user’s inactive times.
4. Airship (formerly Urban Airship)
What caused unsubscribes: Airship was originally favored by enterprise apps for high-volume messaging. However, some brands misused its bulk-messaging capabilities, relying on one-size-fits-all blasts rather than nuanced communication strategies. The result? Users felt spammed and opted out in droves.
What changed: Airship evolved to promote triggered messaging and event-based engagement. It introduced Predictive Send Times and stronger audience targeting tools, significantly reducing push burnout and improving conversion rates.
5. CleverTap
What caused unsubscribes: CleverTap’s behavioral analytics offered great potential but were often misused by marketers seeking immediate conversions. Daily deals, flash sales, and aggressive retention loops triggered frequent messages that many users found intrusive.
What changed: CleverTap pivoted towards lifecycle-centric messaging, introducing smarter campaign orchestration that respects user transitions—from onboarding to loyal engagement. Moreover, it expanded on opt-in preferences, letting users choose what types of notifications they receive.
Why Did These Changes Matter?
Mobile users are highly protective of their time and attention. Once they feel harassed or tricked by notifications, losing them is almost guaranteed. According to a 2023 study by Localytics, up to 71% of app uninstalls are caused by poor notification experiences. Thus, marketers had to adapt or risk mass losses.
These five platforms led transformational change by introducing smarter campaign design tools, better personalization, and empathetic communication strategies. The emphasis has shifted from “more messages” to “more meaningful messages.”
Best Practices That Emerged
From these missteps and corrections, several key best practices have emerged:
- Frequency Capping: Limit the number of notifications sent per user within a given time frame.
- User Behavior Tracking: Analyze when users open the app and engage for optimal timing.
- Segmentation: Group users based on behavior, location, interests, and app usage.
- Personalization: Use names, preferences, and behavioral cues to craft relevant messages.
- Opt-in Options: Let users choose which types of messages they want to receive.
Lessons for Mobile Marketers
The evolution of these tools shows that user-centric design is not optional—it’s essential. Mobile marketers must think like the end user: would they want to receive this message? Is it timely, relevant, and useful?
Fortunately, today’s platforms offer more intelligence and flexibility than ever before. With AI-assisted segmentation, predictive analytics, and real-time behavioral data, marketers can avoid the pitfalls of the past and build lasting relationships based on respect and trust.
FAQs
- Q: Why do users unsubscribe from push notifications?
A: Common reasons include too many messages, irrelevant content, poor timing, lack of personalization, and feeling overwhelmed. - Q: Can too many in-app messages hurt retention?
A: Yes. While in-app prompts are useful, overuse can create frustration and fatigue, causing users to abandon the app altogether. - Q: How can marketers regain trust after high unsubscribe rates?
A: By reducing message frequency, personalizing content, timing messages thoughtfully, and offering better opt-in/opt-out options. - Q: Are automated workflows bad for user retention?
A: Not necessarily. When implemented with proper logic, personalization, and frequency controls, automation enhances user experience. - Q: What’s the difference between push notifications and in-app messages?
A: Push notifications appear outside the app, even when it’s closed. In-app messages are shown only when users have the app open.
Understanding and respecting users’ digital space is the cornerstone of modern app engagement. Employing these revised strategies ensures users not only stay subscribed—but stay loyal.