Quiet hours after ten, and the morning that pretends to be a recovery
Moving a promotional push out of late evening to respect quiet hours can lift next-day opens without a single person becoming more interested. Push notification analytics should say so.
A classifieds app we sat with had banned promotional pushes after 10 p.m. MYT — a decent promise. The next quarter’s pack showed a “recovery” in 8 a.m. opens. The copies had not changed. The people had not become keener on used furniture. The messages had simply arrived when the phone was already in a pocket on the way to work.
Push notification analytics that ignore the policy will praise the copywriter. The honest line is: we moved the tap into commuting hours. If that is the goal, write it. If the goal was better copy, you still do not have evidence.
We now ask for the quiet-hours rule in the first document request. It belongs next to the festival calendar, not in a brand guidelines PDF that analysts never open.