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Classification and Impact of Call-to-Actions in Push-Notifications

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Advances in Mobile Computing and Multimedia Intelligence (MoMM 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13634))


Push-notifications are a constant presence in our lives today due to the growing ubiquity of devices and services with push-technology enabled. Each push-notification is created with a purpose driven by the spawning device or application, however this purpose is not always clear to the users receiving the notifications. This paper explores the text content of push-notifications and the subsequent Call-to-actions (CTAs) associated with them. Using an existing notification data set annotated with CTAs, we present the results of a number of classifiers capable of inferring 11 distinct CTA categories within push-notifications. By subsequently applying the CTA classifier to two existing user-studies on push-notification engagement in-the-wild, the impact of CTAs on push-notification receptivity was quantified and the implications for marketers creating and subscribers receiving them was analysed.

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    10 billion notification messages sent every day via a single push-platform:

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    Push-notification intelligence platform:

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    Crowdsource annotation platform:

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    CTA category definitions:

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    App categories:


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This research has been supported by Science Foundation Ireland under Grant Agreement No. 13/RC/2106_P2 at the ADAPT SFI Research Centre at Trinity College Dublin.

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Correspondence to Kieran Fraser .

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Walsh, S., Fraser, K., Conlan, O. (2022). Classification and Impact of Call-to-Actions in Push-Notifications. In: Delir Haghighi, P., Khalil, I., Kotsis, G. (eds) Advances in Mobile Computing and Multimedia Intelligence. MoMM 2022. Lecture Notes in Computer Science, vol 13634. Springer, Cham.

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