Today: how one advertiser doubled clicks by ignoring old subscribers

Today: how one advertiser doubled clicks by ignoring old subscribers

A push subscriber is just a person who tapped "Allow" on a notification box. Over time, many forget they did. One media-buyer noticed half his spend went to people who subscribed over 90 days ago — and almost none of them clicked.

Here is what he did:
— He split his audience by "freshness" (how many days since they subscribed).
— He sent only to people who joined in the last 7 days.
— He paused everyone older than 30 days.

Result: his click rate went from 0.3% to 0.7%. Same offer, same banner. He just stopped paying to reach sleepy phones.

Try this: in your traffic source, find the "subscriber age" filter and look at it. You don't have to change anything yet — just notice it exists. You're doing great.