How would you feel if you wake up in the morning to a mobile push notification that is not at all relevant to you? Irritated, right? According to a 2016 Localytics study, 50% of consumers find push notifications to be distracting whether they receive them on mobile or on the desktop.
And on top of it, if the brands don’t care about the messaging and context of the push notifications, the purpose of this marketing tactic is conveniently lost. This is where personalization enters the picture and we all agree how integral it is to any marketing strategy.
Studies on personalization
A study by Conversant states that 94% of marketers across industries believe personalization is the key to meeting their business objectives. But how well you leverage personalization is what ultimately matters.
A joined research by Kibo and Astound eCommerce says 70% of personalization experiences on an eCommerce website happen only when the user has logged into the account. Ideally, this shouldn’t be the case. It shouldn’t matter if the website visitor is known or unknown – the scope of personalization shouldn’t get limited.
The eCommerce brand should still engage him or her with relevant recommendations and promotions and allow access to inventory information to support the buying journey. Speaking of consumer engagement, there’s nothing better than push notifications to interact with potential customers.
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The great thing about push is that you can segment the target audience in a personalized manner and make it work for you. Let us learn of six different ways in which you can ensure personalized push notifications:
6 Ways of Personalized Push Notifications
1. Behavioral attributes
Ever wondered how the consumers behave on your website? That’s something you must track to be able to engage with them in the immediate future. For instance, if Sam shows interest in Kindle on your website but doesn’t even put it in the cart, you can send a push notification using some sort of social proof stating that Kindle is well-liked by people!
You can even create a sense of urgency around that product and say that it will soon go out of stock! By studying the behavioral attributes of a visitor, you can also gauge if he or she is interested in other products as well.
For instance, if Sam shows interest in a pair of gloves and a key chain but doesn’t buy them, you can attract him by also “selling” a leather jacket on a discount!
2. Purchase history
This type of personalization is apt for your customers – people who have already bought from you. W for Women, for example, sends a push message comprising the sale details about the most-liked products of the brand. If you have bought from this lifestyle brand before, you would know what to buy during the sale.
Another thing is just because a person has come on your website and completed a purchase cycle, that does not mean that you end all communication with him or her. For instance, if you run an online travel portal and a person has booked flight tickets to Mumbai on your website, send a personalized push message on a blog around Mumbai.
Since he or she is going to the city for a couple of days, you might as well drop knowledge about the eateries in the city! This is an engagement tactic. Who wouldn’t appreciate receiving messages around their travel plans?
Mr. Button, a leading eCommerce store in India, applies this hyper-personalized strategy. First, it tracks the visitor movements on the website and then if they happen to be in the vicinity of Mr. Button’s physical store, it sends them a simple mobile push notification to nudge an action out of him or her.
You know what will really ensure an action out of the consumer? A gift coupon! Next time, you spot a potential buyer near your physical outlet, just shoot a push message comprising a gift coupon that can ONLY be redeemed at a brick-and-mortar store. That person will run to you!
This type of personalization can seem creepy but if it is done in the right way, the consumer will not only come to your store and complete the purchase cycle but also become more receptive towards your brand from that moment onward.
4. Event triggers
So a visitor put a t-shirt in his shopping cart and forgot all about it! What should you do to bring him or her back? Send a push notification, of course! Cart abandonment is a real nuisance for the eCommerce industry but it can be reduced with the push.
Send him or her a message notifying him of the discount on the abandoned product that is ONLY for him. This is an effective way to bring him to back to the website!
Inactive customers also pose a real problem for businesses because consumers of today are spoiled for choice. There are way too many brands selling similar products and services which makes you more vulnerable to losing your customers. But it doesn’t have to be like that!
QuizUp, for example, re-engages with its inactive customers with really engaging push notifications. In the push message shown above, it tries to capture the attention of the user with free pizza. Who doesn’t love pizza?
5. Transactional Messaging
The types of transactional messages include order confirmations, shipping and deliver notifications, welcome messages, and password reset links.
Marketers abreast with the modern time not only include the pertinent transaction information such as order details but also provide product recommendations based on what similar consumers have purchased or other relevant deals and offers.
Like event-triggered messages, transactional messaging strategies can be supplemented with mobile push notifications. For example, a business could send an order confirmation notification that re-directs customers to an in-app page where they can review order details and receive recommendations on what other similar purchases were.
6) Reminder to Inactive Users
Average apps today have miserably low retention rates. A survey by Forrester suggests that a user spends 80% of his time on five apps with Facebook and Google dominating the time and revenues in mobile. As a matter of fact, according to an essay by Andrew Chen puts a light on why losing 80% of mobile users is getting very normal.
App uninstalls not just hurt the acquisition cost alone, it also hurt your ASO (App Store Optimization) as the app store penalizes app for downgrades in metrics such as rating, retention, install, install rate, etc. Since search makes for the majority of installs, losing AOS can simply mean losing on future revenue.
Inactive users can be broadly classified as one, Inactive immediately after install and two, inactive after the goals’ completion and a number of days. It becomes natural for you as a marketer to be approaching both the user categories differently and also engage them differently.
So what are you waiting for? You know what to do!