Push notifications are the modern and creative way to engage your users. Analyzing the user’s behavior pattern and sharing them notifications based on their actions is the main purpose of Push notifications.
However, few still don’t understand what to share with the customers.
For this think of yourself as a customer.
How would you feel if you wake up in the morning to mobile push notifications that are not at all relevant to you? Annoyed, right?
Many customers find Push notifications to be distracting whether they receive them on mobile or on the desktop.
Also, if the brands don’t bother about the messaging and context of the Push notifications, the goal of this marketing tactic is conveniently lost.
This is when personalization comes into the role and we all agree how essential it is to any marketing strategy.
So today, I’m putting together the best use cases of push notifications to help all the eCommerce marketers run a successful business.
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:
10 Use Cases 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 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 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 redirects 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 on 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.
7. Weather Updates
Send weather updates such as storm warnings for a specified region.
The Weather Notifications API enables you to set weather-driven push notifications to applications. With predefined weather parameter threshold values, you can inform users of certain weather phenomena like when rain, strong winds, or exceptional heat starts.
For instance, If you are a travel agency and your user is traveling from Delhi to Jaipur you can update the weather forecast to them.
8. Back in Stock Products
Notify customers when a product they’ve been following comes back in stock, or when an upcoming product they’ve been waiting for finally comes online.
It is crucial to keep the customers informed about their favorites products that have been restocked. Once it is set up properly, your back in stock web push notification campaign runs on its own.
It offers the most extensive set of features for a notification app.
For instance, don’t lose out when customers find your products out of stock. Rather, collect the out of stock data, restock them and start capturing lost sales by promptly notifying customers when products are back in stock
You can also share renewal updates and remind them that a product needs to be reordered or refilled.
Sometimes a user adds products to the wish list to buy it later when there is a sale. Here, a small nudge might work in making them purchase it.
Wish list campaigns have almost the same ability to drive conversions as cart abandonment campaigns.
Use can add FOMO elements to drive faster conversions.
For instance, share a discount update on a wishlist product with your push notification content by underlining that the stock is limited, or the product is available on sale till midnight. The purpose of such campaigns is to provoke the user to complete the purchase.
10. Product Review Campaigns
According to a survey by Bright Local, 91% of 18-34-year-old customers trust online reviews as much as personal recommendations.
Customer reviews are substantial, especially for eCommerce brands. For this, you must think of a well-planned review-seeking strategy in place.
Campaigns that motivate your customers to write reviews are very important because they impact your sales as 68% of users form an opinion about products and the brand after reading between one and six online reviews.
However, requesting your users to write reviews has always been challenging. In such cases, well-crafted push notification campaigns can help you get those valuable reviews.
Also, if you are asking for your users’ time to review your product after purchasing, you must incentivize their efforts such as offering a reward in terms of loyalty points or a discount coupon on their next transaction.
Time also has a critical role in such push notification campaigns. Ensure that these notifications reach your users after an appropriate time period, post product purchase, and usage.
For all the Growth-driven marketers, it is necessary to be on their toes to nurture customer relationships.
In such cases, personalization can’t be ignored so you must leverage the power of user behavioral data to drive hyper-personalized real-time marketing campaigns that perform and boost the revenue.
If you are looking for a platform that can help you send personalized push notifications to target your audience, Try Wigzo.
[Note: As a response to the global pandemic, and to help eCommerce community also offering Push Notifications Free for a lifetime]