Why a Raya open rate is not a Tuesday open rate
Festival weeks change who is awake, whose family shares a phone, and which messages the OS stacks. Combining them with ordinary Tuesdays makes push notification analytics look calmer than the lock screen was.
In several programme reviews this year, the “healthy” open rate for March was a blend of Hari Raya sends, a payday reminder, and a service notice about login limits. The blend looked stable. None of the three audiences had the same evening.
During Raya week, more devices sit on a table in a relative’s house. A shade on Android is not the same gesture as a commuter tap on the LRT. If your export cannot separate those days, the honest sentence is “we do not know,” not “engagement held.”
We ask clients to keep a one-column calendar: public holidays in Malaysia, state holidays that affect their users, and the hours they have promised not to send. Push notification analytics without that column will keep producing averages that no lock screen ever experienced.