Example from FunCorp's experience:

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Some say that the best time to ping a user is in the mexico telegram database evening; others say that it is in the morning. We conducted an experiment and decided to send push notifications throughout the entire daily activity of our audience.

In recent days, notifications showing the best content have been sent up to seven times a day. This may seem like too much. However, many users open the app several times a day, so we took a chance and bet on frequent reminders.


Screenshot: Medium.com
The number of notifications and the time of sending were arbitrary starting points. However, subsequent experiments with reducing the frequency of push notifications reduced the Retention Rate and the viewing depth.

The timing of sending push notifications is very important in retaining users. Experiments have shown that if you send push notifications on a schedule that is similar to the user's visits, then retention will be higher.

It is also important to take time zones into account - for example, this is the growth we got from testing push notifications by time zones:

How it was. Pushes were sent seven times a day, at the same time for all time zones. The first push at 5 am LA, the last one at 7 pm.

How it is now. We started sending push notifications by user time zone. This resulted in a step-by-step push notification distribution: users of the first zone receive 20 push notifications in equal proportions, and before sending to the second zone, we select the best one by CTR and send only it. It turns out that for each distribution, we select the maximum CTR from the previous sending.

Result: CTR growth was 15–20%.