Inside the Best Mobile Communications Brands

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Blockchain & Cryptocurrenc
Survey
Inside the Best Mobile 
Communications Brands
Top Reason Brands Fail Is Annoying 
Communications 
Mobile phones are an integral part of our lives and 
brands rely on a multi-channel solution to build 
and maintain relationships with their customers 
through notifications via email, push notification or in-
app messaging. To garner insight into consumers’ 
engagement preferences, Leanplum, the leading multi-
channel engagement platform, commissioned a survey 
of 1,000 mobile phone users in the United States. 
 
Notification Bombardment
Leads to Deletion
All generations delete 
apps because of too many 
notifications
The #1 reason users delete apps is because they receive 
too many notifications, especially if these messages are 
irrelevant. Across all generations, the most common 
reason to delete an app was because of copious and 
pointless notifications. Over 75 percent of Millennials 
are deleting apps that pester them with unnecessary 
notifications. Brands must consistently navigate the 
fine line between keeping users informed while being 
sensitive to over-communication.
2/3Nearly
of those surveyed 
have a preference for 
when they recieve 
notifications, though 
they are split
between
38%
Afternoon
Evening
38%
Are you sure ?
No Yes
67%
78%
67%
of Baby Boomers
of Milllennials
of Gen Z
27%
Morning
61%
34%
Contents
1
Email Is Not Dead
Leanplum Can Help
Facebook, Wells Fargo 
and Bank of America 
Win at End User
Communication
Notification Bombardment 
Leads to Deletion 
 
of respondents reported that financial companies do 
the best at communicating and over 25 percent of 
respondents felt similar about social media companies. 
Brands like Facebook, Wells 
Fargo and Bank of America 
evoke positive reactions from 
users across all channels, 
including email and push 
notifications. A majority of 
respondents did not mind 
email or text notifications and almost 90 percent did not 
mind financial notifications. 
Surprisingly, respondents reported that the brands best 
at communicating with their users are social media 
and financial companies. From a list of popular apps, 
respondents selected 
Facebook, Wells Fargo 
and Bank of America 
as communicating best 
with users. Users who 
consistently disregard 
notifications that feel 
pointless find that social media and financial brands 
send the most helpful notifications. Over 30 percent 
Facebook, Wells Fargo and 
Bank of America Win at End 
User Communication
Brands best at 
communicating with their 
users are social media and 
financial companies
Contents
2
23%
22%
Best communicators
via apps
Facebook
Banking
Email Is Not Dead
Leanplum Can Help
Facebook, Wells Fargo 
and Bank of America 
Win at End User
Communication
Notification Bombardment 
Leads to Deletion 
Across generations, email is the most preferred form 
of communication for brands on mobile devices. Forty-
three percent of Millennials prefer to receive emails 
from brands compared to 28 percent of Gen Zs. Email is 
easily accessible on mobile devices, and has emerged as 
the most preferred form of communication from brands. 
 
Email Is Not Dead
Respondents said they prefer email notifications to other 
forms of app communication. Ultimately, email is not 
dead; email feels less intrusive compared to in-app and 
pushes notifications. Forty-six percent of respondents 
reported that they prefer to receive notifications in 
the form of email, while only 15 percent prefer push 
notifications.
Users prefer push
notifications (the least 
preferred option)
Contents
3
You got new mail !
32 New Message
Get Insurance discount
You got new mail !
You got new mail !
Users prefer to
receive notifications
in the form of email46%
15%
Email Is Not Dead
Leanplum Can Help
Facebook, Wells Fargo 
and Bank of America 
Win at End User
Communication
Notification Bombardment 
Leads to Deletion 
91% Users don’t mind email/text push notifications
87% Users don’t mind financial 
push notifications
Email is the most 
preferred form of 
communication for 
brands on mobile 
devices
Leanplum, the leading multi-channel engagement 
platform, allows brands to build campaigns across 
different channels enabling perfectly timed and 
personalized user engagement at appropriate 
touchpoints. Using Leanplum, brands can send the right 
message to the right user at the right time, eliminating 
the risk of brands annoying users and causing them to 
delete the app. 
Brands like Tinder, Tesco, Zynga and many others rely 
on Leanplum to create relevant campaigns and in-app 
experiences that increase customer lifetime value. 
Learn how global brands leverage the capabilities 
of Leanplum to grow their businesses: https://www.
leanplum.com/case-studies/
Leanplum Can Help
Contents
Email Is Not Dead
4
Leanplum Can Help
Facebook, Wells Fargo 
and Bank of America 
Win at End User
Communication
Notification Bombardment 
Leads to Deletion 
 
• Users will delete apps whose notifications annoy them.
• Financial and social media apps are top-ranked for communication.
• Email is not dead, instead, it is the preferred form for users to be notified.
• Brands must understand how and when to communicate with their users.
• Brands must be conscious of their users’ communication preferences. 
Key Takeaways
Leanplum customers in over 20
application categories experience:
17% increase in revenue
9.6x more conversations
7x higher user rentention
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