Getting the Most Out of Push Notifications

Jan 11, 2017


      Bookmark and Share

BEST PRACTICES SERIES

Article ImageYou may be aware of a trend among marketers to move from push to pull marketing. Certainly, this makes sense as customers are more and more active in their hunt for products. However, push marketing still has an important role to play. Pull marketing is good for building relations with customers, educating them, and finally converting them. But those are not the only goals a company has. Sometimes there is a need to reach clients and receive a reply quickly. When a transaction on the website fails to be finalized by a client during the very last phase and he leaves company’s website, what should a company do? Send an instant action push notification. The customer gets the information about the failed transaction in his browser and can come back to finalize it.

Push notifications create new possibilities for reaching potential clients. The key thing about the push notification is it enables real-time communication. They also broaden the possibilities for reaching people. Push notifications can be a great help in your everyday marketing, but there is one important limit. Your contact will receive it only if he agrees to it. That’s why your push notifications must be well-designed, strategized, and, most importantly, personalized.

Mobile Push Notifications

One can distinguish two major types of push notifications: mobile and web-based. Mobile push notifications were the first to be introduced and have been well received. More than 50% of app users opt-in to receive them and 70% of them considered notifications to be very useful. They are served by all the mobile platforms (IOS, Android, Blueberry, etc.). The first big change brought by mobile push notifications is that they work offline. This means that the time frames for contact are extended—from moments after a user visits your website to the entire time a user is in an application. Last but not least, mobile push notifications are a way to significantly increase the chance your message will be read, compared to the traditional types of outreach, such as email.

Mobile push notifications can do a lot, but only if your company’s application is opened. You need to invest into your mobile application, constantly develop to make sure that your users simply can’t live without it.

Desktop Notifications

Push notifications were created for mobile apps but recently there has also been a push toward messaging for websites. In other words, now you can use push notifications on desktop as well—opening up a new form of communication with users who visit your website and agree to receive these unique notifications. The cool thing about web-driven pushes is that your contact does not need to be on your website to get such notification—the only condition is that his browser is open. And this is why push notification open rate is so high: on average it is 30-60%.

Web or Mobile Push? What is Better for Your Business?

What are the differences? To decide which tool is better for your business ask yourself these questions:

  • WHO should the messages be directed to? Web push gives you an opportunity to contact anonymous visitors, so it is a great tool to build a big database. On the contrary, push notifications for the mobile channel are better suited for a smaller group—they are more welcome than web pushes but as there is a need to install application they reach a smaller audience.
  • WHAT should the messages advertise? Mobile push is the option for the hybrid and purely physical shops, as they allow for fitting the marketing actions to the user location and they work offline. Use beacons for offline tracking and send to your contact with a discount when he is right next to your shop. Of course, you must consider the cost. To send push messages via mobile, you need to develop a dedicated app while web-based pushes is a much lower investment.
  • WHEN should the push reach your client? Web push has better odds of reaching your contact at the exact time intended. Web notifications need only for your contact to keep his browser open, while mobile push requires his interest in your product at the intended moment. In short, his app must be open.
  • WHY do you send push notifications? What is your aim? Do you want to generate leads and widespread knowledge about your products? Or maybe your brand has a well-established position, and therefore you aim more at instant sales increase? The answer will determine which channel works for you.

So you have the web as well as mobile push notifications at your disposal. Is there something more you can do to improve your marketing results? Marketing automation platforms can help. Use marketing automation platforms to send push notifications as well as to gather data about the contact to improve your efforts. Some products enable monitoring in-app/on the website activity of a user, and based on this information, address the client automatically with a personalized marketing message.

Push notifications are a great tool to reach your contacts as well as anonymous visitors to your website. Fit the intensity with which you use mobile and web push messages to your brand’s profile. To get the most out of this solution, use marketing automation tools for monitoring, analyzing, segmenting, and sending a personalized marketing message, driving your sales up.


Related Articles

In July 2016, the mobile world was opened up to tantalizing new possibilities with the release of Pokémon GO, an augmented reality (AR) game from Niantic that overlaid Pokémon (various creatures with special features and clever names) in users' real-life settings. Engage with a Pokémon, and, suddenly, there the creature is—in your living room, your backyard, or your local retail store. It wasn't long before marketers began eyeing the possibilities for leveraging the huge popularity of this game.
Inextricably entwined with the state of Big Data—that growing corpus of multidimensional information made larger each day via cheap sensors, cheap storage, and user-generated content—content analytics and its ability to pull actionable insights from digital content has never been under more pressure to perform. After all, having the highest volume of structured and unstructured data has never been the point; it's whether sound business decisions can be made with that content that matters.