What are push notifications? Why do you need them to grow your business?
When it comes to marketing your products, you are constantly innovating or improvising. The primary objective of marketing revolves around making your users aware of your products, and convince them to buy them. However, without proper and timely communications, the convincing act doesn’t work as smoothly as you would have expected.
Among the latest entrants in the modes of marketing communication, push notifications can generate quite a buzz about its efficiency. In fact, it can generate a reaction rate of 7.8% on average. Moreover, the inclusion of rich-media, personalization, and segmentation can further improve the performance of the push messages.
Now that you know the potential of this relatively new marketing channel, you need to learn about what they are and how they can improve your business. The following sections take you through the fundamentals of push notification. Reading them will help you to understand how this marketing channel works, how to strategize your marketing plan around it, and what are the benefits of using them.
So, let’s grab a cup of coffee and begin.
What are push notifications?
Push notifications (Web & App) are one of the leading communications channels used by apps and browsers for transactions, promotional, re-engagement and leveraging customer experience.
The users receive these messages on the top of the screen of their mobile devices or at the lower side of a browser.
Additionally, you can design your push messages by personalizing them and targeting the campaigns towards a specific segment of users. You can communicate with them at different stages of marketing funnel using push messages.
Here, you may wonder why to give these channels so much importance, above channels like SMS and email marketing.
Well, SMS has a much lesser scope of customizing and cannot include rich-media messages to impress the users. Email, on the other hand, gives no guarantee that the users will read it within the clutter of email inbox.
Push notifications tackle both these issues. Since they are permission-based, users will readily engage with it. Moreover, they are prompt, include rich-media, don’t require any personal data of the users, contain deep-linked, customized and highly relevant. Therefore, the chances of engagement with it increase several times.
Additionally, it allows you to send personalized push messages and recommend relevant products along with the product image, price which are clickable, scrollable, deep-linked with in-app product views across App (iOS & Android) & Website (Chrome, Safari (Mac) & Firefox).
Although a new marketing channel, push notification has become significant over the last few years, as marketers are increasingly adopting the push notification as their go-to strategy. However, they are still trying to find a robust strategy around push notifications to acquire, engage and retain users.
To create an effective strategy using this channel, you need to know its types and features. Accordingly, you can design the marketing campaigns to reap maximum benefits from them.
Types of push notifications
Not all notifications work in the same way. Depending upon the types of user interaction points and the device types push notifications are classified broadly into three categories. These are App-push, In-App and Browser push. Although all three of these works in a similar fashion, the mode of delivery is different for each.
1) App-Push notifications
These are notifications that pop up on the users’ mobile devices, and they can check it without opening the app. Besides, the users can receive notifications without any time constraints, or even if they are not using mobile phones
These notifications can be used by the sender to send any updates, or sports scores, or any offers such as flash sales. Thus, push notifications act as an instantaneous mode of communication, and improve user interactions.
2) In-app notifications
In-app notifications are sent to users who have consented to receive messages from you on their app. Therefore, every time the users open your app, they will have a notification in the app inbox.
In-app notification is particularly helpful in scenarios where the user has turned off their notification alert or is disconnected from the internet. In other words, in-app notifications act as a fall-back for the app-push you send to your users.
3) Browser Push Notifications (BPN)
BPN is the push messages that are sent via a web browser, both on mobile and desktop devices. These notifications are visible at the bottom right-hand corner of the screen.
Moreover, there is a couple of added advantage of using BPN over in-app or app-push.
a) First, BPN can be sent to the users anytime when the browser is open, irrespective of the fact that the user is on your website or not.
b) Second, since BPN can be delivered to both mobile as well as desktop browsers, you don’t have to create two different campaigns for the same segment of users.
Features of push notifications
Since push notifications work with limited space, you must maximize its impact on your users while running a campaign. Moreover, if you bombard your users with too many notifications or do not have a complete strategy, your push campaigns have high chances of failing.
Besides, if you are not automating your push notification campaigns and using a one-size-fits-all message, you might end up sending the wrong message to the wrong users, leading to more opt-outs and uninstallation of your app. Additionally, this could lead to a loss of conversion and reduction in revenue generation.
Luckily, push messages can be equipped with great features to help you to optimize your push notification campaigns. Some of the features are:
a) Carousel Push Notification:
Multiple products with a sliding carousel-like interface that can display six products in one notification
b) Notifications with product labels:
Adding social trust badges to improve engagement and conversions
c) Real-time segmentation:
Allow you to segment your users based on their real-time online activities
User personalization based on the actual user interest
e) Ecommerce specific triggers:
Allow you to send ecommerce push notifications based on user behavior. Moreover, it can work as per trigger events like time-sensitive discounts, price drops, cart abandonment, cross-sell, up-sell and more.
f) Secure opt-in:
1-click opt-in for HTTPS protocol, ensuring user security
g) Preloaded template:
Customizable pre-loaded push notification template with a small image and big image notification, and upto two CTAs
Multi-Geo/domain emoji support for enhanced visibility and reach
All major browsers and devices are supported for running push notification campaigns
Tracking and measuring push notifications
When you have a marketing channel to leverage, you need to track its performance regularly. Hence, push notification is no exception in this regard.
However, knowing which parameters to track the efficiency of your campaigns is crucial to maximizing your marketing ROI. The metrics that help you to understand the performance of your push notification campaigns are:
a) Opt-in rate:
The number of users has opted to receive push notifications from you.
b) Clickthrough or Open rate:
Number of users clicking on or opening your push notifications
c) Time on website or app:
The amount of time each user spends on your app or website after receiving the push message
d) Conversion rate:
Number of users actually bought your products or services.
e) Churn Rate:
Number of users you retain over time and did not opt-out or uninstall your app
Push notifications can be a great strategy if you do it right. However, if you are not adhering to the best practices or repeating the same mistake, your strategy might fail. Besides, knowing what push notifications are and implementing the right techniques can help you to leverage the power of push notifications to the maximum.
If you are looking to add push notification as a communication channel to your marketing arsenal, get in touch with us at email@example.com.
A former metallurgical engineer, Sandip switched to be a digital marketer and writer. In Vizury, he shares his experience on retargeting and push notifications, to help entrepreneurs and marketers to improve their marketing ROI. He likes to spend his leisure reading books, watching movies, and making music. Get in touch with him on Twitter or LinkedIn.