A Push Notification strategy is one of the effective ways to reach an increasing number of users and provide them with actionable and immediate value. These messages are considered valuable for the brand and convenient for the customer. Push notification helps to drive sales, engagement and more in a personalized way and is a gateway to successful marketing. However, not to cross the boundaries of customer preferences and privacy is important while including it as part of multi-channel strategy.
The marketing team or the app developer and provider should know everything about push notification and how to optimize it, personalize it and deliver it to the customers while accomplishing the business goal. For mobile app providers and businesses, push notification is a way to speak directly to the user, moreover, they cannot be overlooked in the inbox or get caught in the spam filters. According to various researches, click-through rates on push notifications can be higher as compared to emails. These messages have also found to be promoting higher mobile application retention rates. Owing to their direct arrival style, push notifications can be used to accomplish real action such as
- Informing customers and improving customer experience
- Promoting offers or products to enhance sales
- Converting visitors into app users
- Driving customers to other channels of marketing such as social networks
- Sending receipts of transactions quickly
Below are some of the powerful hacks that can help businesses with improvement in push notification marketing strategy
- Outline the Objective
Clearly define the objective and goal that you are focusing on achieving from the campaign. Plan the actions that you want customers to perform and begin with the identifying user persona to effective communication.
- Simple Opt-in and Opt-out Options
Push notifications are based on permission and the opt-in act as the primary touchpoint with the new user. However, these push notifications also ensure that it is not impossible to opt-out. Through opt-in and opt-out option user feels empowered to select whether to receive or avoid messages or notifications and business can target only interested customers.
- Sending Compelling Messages
Crafting the message and way of communication with the user is essential, hence, the push notification messages and titles should be interesting and unique. Writing catchy title and crisp content is the best way to attract customers. Moreover, concise and short messages can make it easy to connect to the user. Effective Call to Action (CTA) and power words can result in the action that the business wants the user to perform.
- Segment and Personalize
Push notifications should be sent to selective users as various studies suggest that messages to all the subscribers can lead to low engagement and traffic. Along with the selective users, personalizing the messages can take the business to an extra mile. Moreover, promoting users to the most relevant content and making them feel special can also result in a positive outcome. Conveying the right message, at the right time to the right audience is important. Meanwhile, segmenting users based on various parameters can help in categorizing subscribers and enhance engagement.
- Right Type of Push Notifications
Push notifications can be a simple reminder, time-bound, or informative. With the help of A/B testing you can find out what type of push notifications engages audience or users, hence, businesses should test and find out the type of push notification that suits the business needs. This is an important step as it is important to send messages that are preferred by users. Along with this, the type of services and products offered should also be considered. Moreover, push notification should be according to the content nature.
- Frequency and Time
The business should know the best time to reach to their customers. Understanding the time-zone that customer belongs to can scheduling push notifications is one of the ways and another way is to identify the time when there is maximum engagement in order to avoid disturbing your customers. Along with the time factor, the frequency of the push notifications being sent is also important as bombarding with continuous notifications can annoy customers. It is better to send no more than one notification per day to the user.
- Tracking Right KPIs
The web and mobile push notifications KPIs should be in sync with the business goal. It is important to know how the marketing strategy has worked and also the value that the campaign will add to the business in the long run. Figuring out how the push notifications are performing and analyzing right metrics is important for the business. Getting more information on the click rate and getting insights on audience engagement is also important along with this, keeping a close watch on the number of subscribers is also important. This also helps the business or an individual to understand the reason behind people subscribing to the website. Finally, the delivery rate also tells you how many customers have received the push notification.
- Multi-Channel Strategy
The multi-channel strategy is one of the best ways to engage users in your app. While using the multi-channel strategy, harnessing the insights and power of the users data across various channels such as store, web, mobile to track and adjust to the user behavior and also make it simple for customers to share content on social media channels. However, application updates, time-sensitive campaigns, and store promotions should be approached with utmost care as continuous in-app messaging and push notifications can result in the increasing opt-out rate.
Push notification has emerged as a distinct advantage over text message and SMS. However, it requires managing user data and information, along with the interface used to write messages, and targeting them and sending these messages. Today most of the developers focus on developing the better app and leave the rest of the work on the vendor. Platform developers also perform other services such as scheduling, attribution collection and segment, cross-platform support, security, reporting, and managing data.
A push notification is such a marketing strategy that requires better understanding. Along with being potent and tactful in the messaging, person or the marketing team also needs to know when to change the approach and when to ease up. Moreover, user data plays an essential role as it helps in customizing messages to target the right customers with push notifications.
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