Approach
Permission first,
then everything else.
A push list is only as good as the agreement behind it. Our operating method is built around that single idea, because every other metric follows from it.
Principle one
The opt-in moment decides everything.
Most of the damage in push advertising is done in the first two seconds, when permission is requested badly.
What a poor prompt looks like
- Fired immediately on page load, before any value is demonstrated.
- No explanation of what will be sent, or how often.
- Wording designed to get a yes rather than to inform a choice.
- No record kept of what was displayed.
What we design instead
- Prompt shown after a moment of demonstrated interest.
- Plain statement of what the person will receive.
- Wording that would still look reasonable read back to them later.
- The exact wording, version and time captured with the record.
Principle two
Frequency is a governance question.
Notification fatigue does not arrive gradually. Audiences tolerate a cadence, then abruptly stop.
We set caps and cool-down periods from engagement data, apply them at the system level rather than by convention, and monitor for the early indicators of fatigue: falling open rates in the most engaged segment, rising opt-outs after specific send types, and declining repeat engagement.
When a campaign underperforms, our default is not to send more. It is to look at whether the permission, the creative or the destination is the actual problem.
Principle three
The notification must match what is behind it.
A push notification is a promise made in about ten words. If the destination does not deliver on it, you have spent permission to create a disappointment.
We review creative against the landing experience as a single unit, not as separate deliverables produced by separate people. Where the destination cannot support the message, we change the message.
Principle four
Suppression is continuous, not periodic.
The most expensive failure in this channel is contacting somebody who told you to stop.
Opt-outs, complaints and hard failures are applied across every campaign, not just the one that generated them. A suppression is treated as standing until there is a fresh, evidenced agreement to the contrary. If somebody who previously opted out appears again in a new sign-up, that is flagged for a human decision rather than quietly treated as a fresh permission.
Principle five
Report the misses, not just the hits.
Our reporting covers delivery, engagement and the downstream outcome agreed at brief stage. It also covers what underperformed and what we changed as a result. A report that only contains good news is not a report, it is marketing.