Cutting push frequency from 5/day to 2/day raised reactivation revenue 18%

Cutting push frequency from 5/day to 2/day raised reactivation revenue 18%

Operator messaging test on a 41,000-player base, measured over 30 days.

More messages feels like more revenue. The opt-out and fatigue math says the opposite past a threshold.

Before (5 pushes/day): opt-out rate 4.1%/week, push-driven reactivation revenue indexed at 100.
After (2 pushes/day, better-targeted): opt-out 1.6%/week, reactivation revenue 118.

The mechanism is compounding: at 4.1% weekly opt-out, you burn ~16% of your reachable base per month — permanently. Fewer, sharper messages kept the addressable base intact, so each campaign reached more players.

The targeting change that came with it: messages keyed to the player's preferred game vertical lifted click-through from 1.2% to 2.1%, doing more with fewer sends.

The lesson: messaging revenue isn't sends × rate — it's sends × rate × surviving-reachable-base, and over-messaging quietly destroys the third term.

Benchmark of the day: weekly push opt-out above ~3% means you're burning your own base faster than you reactivate it — cap frequency and target by vertical to protect reachability.