Push notifications are one of the most effective ways to engage consumers and make them come back to your website, mobile app or even to retail channels. They are less intrusive and feel more intimate if crafted carefully. As per Localytics, more and more people are opting in for app push notifications. The open rate of push notifications is higher than the marketing emails. Many times marketing emails land in the spam folder; thus, the delivery rate of push notifications is higher.
What is a push notification?
Push notifications are small messages that are sent by the app or website server to the users who have allowed the app or the website to send the notifications. These messages are strictly permission-based communication. Most of the apps ask for user permission during the app installation, while the websites ask for permission to show the notifications when users visit the site.
If we talk about mobile devices, then the opt-in percentage is higher for Android users compared to iOS’s. But overall push notifications increase app engagement by up to 88%. It is interesting to note that around 65% of users return to an app within 30 days if push notifications are enabled. Average opt-in rate for desktop notifications is somewhere between 7-10%.
These numbers clearly state that web and app push notifications are essential for retention and re-engagement.
Top 5 Push Notification Strategies
There needs to be a right strategy in place to use the push notifications. Too many notifications may frustrate the user, and too few of them may not be able to engage the target audience. Both scenarios may result in app uninstall and loss of business. Similarly, if the users receive irrelevant notifications, then also they may lose interest in your app/website and may opt out from the push notifications.
1. Easy opt-in and opt-out
It should be very easy for your users to opt-in and out of your push notifications. Also, the opt-in messages should convey the message that you aim to deliver value through the notification messages. Most of the websites show only the default pop up message to ask for the user permission, but if the website shows a message that conveys that the notifications will bring value to the users, opt-in rate increases significantly. A good strategy is first to tell them a compelling reason for opting-in and ask them if they agree, then ask for permission to opt-in.
You should also choose wisely when to show the opt-in message. If the message appears as soon as the user opens your website, then it may prove to be a huge turnoff. There should be a delay in displaying the opt-in message. Opt-in message can be displayed after the user spends some time browsing the website.
2. Interesting and Highly Personalized notifications
Push notifications are more effective if they are personalized according to users behavior, preferences, and geo-location. More users take the intended action when they receive a personalized notification in comparison with the generalized ones. Your messages should not always be self-promotional; the user should also get valuable information through your messages. You should try to craft messages that –
- trigger curiosity
- are humorous
- deliver value to your users
- create urgency
Using emojis in the notifications is found to drive better results, as emojis trigger emotions in the readers. Adding the right images also increases the click rate. The content of the notification should be short and crisp; you need to be very innovative in choosing the content for your notifications.
A good strategy is to put yourself into target user’s shoe and ask yourself the questions what kind of messages, at what time and how much personalization. Remember personalization is “just a tailored help”.
3. Segmentation is important
You should not put all your users in one bucket. Categorizing them based on different parameters is a good strategy, the categories may vary based on the type of business you are into. For example, users could be categorized based on their past purchases, geo-location, last visited page, products in their abandoned cart, and so on. Segmenting the users based on the geo-location could be very helpful. You can send notifications on upcoming events in their locality, or the products they would need according to the weather in their area. As per Localytics, segmented notification messages have 2 times better open rate than the general messages sent to everyone. Also, segmented push messages have the 3 times better conversion in comparison with generalized push notifications.
It is crucial to identify your segmentation metrics and then segment the users as per the metrics. NeuroTags solution helps businesses in identifying these metrics by collecting the customer data and presenting it in a useable format.
Many times, even wisely crafted notifications don’t bring the expected results due to bad timing of the notification delivery. If your users are in different geographies, then you should make sure not to schedule all the message at the same time. You should also consider the user’s most active time according to their past activities. If you send time bound notifications to the office going people at 9 am, they will most likely won’t have time to visit your app/website. Hence your notification won’t get you the desired returns.
To decide the right timings to send the notification, you should keep track of the performance of notifications sent in the past. This will help you to choose the approximate time slots when most users are active.
5. Don’t spam
Too few notifications indeed fail to engage the users, but too many notifications are a big turnoff and drive them to opt-out. In fact, too many notifications are one of the top reasons for app uninstalls. Similarly, too many notifications on the desktop will interrupt the user, and they may turn off the notifications altogether.
Capturing consumer data and using it in the right way plays a vital role in getting maximum returns from push notifications. NeuroTags Consumer Engagement Platform helps brands in collecting consumer data.