My Role

Paramount+ push notifications were underperforming, with low click-through rates and high opt-out rates.

My goal was to create notifications that provided value to users, encouraged engagement, and aligned with the brand's tone.

I was responsible for strategizing and crafting engaging push notification copy that aligned with user needs and business goals for various scenarios.

Research and Strategy

I identified opportunities for meaningful user engagement through past user behavior before focusing on writing clear, concise, and actionable copy that balanced urgency with relevance to avoid user fatigue or annoyance.

Crafting Notifications

I personalized messages using previous user data while ensuring the tone matched different contexts. I also prioritized key information in the first line of each notification to accommodate character limits.

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Results:

Increased notification click-through rates by 10%.
Reduced opt-out rates by 16%.
Received positive user feedback that indicated greater relevance and value in notifications.

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