Push notifications may have been largely viewed as a mobile marketing tactic, but such is not the case anymore. Today, push notifications have formed an integral part of marketing tactics on web and mobile to engage and convert consumers.
Look around yourself – tell us one brand that sends you push messages daily without fail! Chances are there are a lot many of them. A 2014 Responsys survey states that push notifications deliver 50% higher open rates than emails. 84% of users claim to respond to push notifications received.
Push notifications are a core aspect of direct marketing, lead nurturing processes and customer relationship program. But not all is hunky dory in the push world. Firstly, the messages can appear to be intrusive and annoying.
Many consumers may not subscribe to push simply because they don’t want to receive any communication from the brands. Some like the good old-fashioned emails that they can open and read as per their convenience and desire.
The shortcomings of “push” nudge the marketers to innovate a little harder and come up with successful push strategies. No wonder – there are so many industries across the globe that have embraced push notifications with open arms.
Now that push has been around for around three years, it is high time that all businesses implemented it to get more conversions. But for that, you need an effective push strategy in place. The steps include:
1) Set up a goal of the campaign
Don’t ever beat about the bush. Your push notifications should be able to drive the consumer’s attention and nudge them to take an action on your online store. For instance, if it is a purchase that you’re wanting the subscriber to complete, don’t shift the focus on promoting an ongoing sale. Define a goal, and stick to it.
2) Plan the campaign
If you’re thinking of shooting a generic blast message to an untargeted group of people – just stop. The first step is to segment your subscribers so that you can send a personalized message. Set the right frequency for your campaign. Don’t irritate your users by sending like 5 messages in 5 hours. Go easy.
11% of millennials think poorly-timed notifications are a big turn-off! They are not wrong. A good approach is to incorporate the local time of the user (when they’re most likely to be active on) when setting up the push notifications. Lastly, make it easy for them to opt-in or opt-out of the push notifications. Sometimes, you have to let go of customers.
3) Automate the campaign
You can’t manually sort out your data before launching a push campaign. One wrong interpretation of user data, and you could lose your chance of converting that consumer. With marketing automation support, you can fuel your push notifications by setting up user criteria and automatically segmenting them based on their website behaviours.
4) A/B testing the campaign
To resonate better with your target audience, please A/B test and optimize your campaigns for better results. Since you can’t really do much about how the notification will be received on the desktop, test other elements that it is comprised of.
Use A/B testing to understand which words, phrases, length, timing, etc. works well for your push notifications. Optimize your message before launching it. In fact, your push notification messaging strategy really matters.
5) Analyze the campaign performance
Before any campaign, you must lay down the metrics (CTRs, un-subscriptions, website traffic, sales generated, etc.) you intend on analysing once it is over. Otherwise, how else would you define the success of your push strategy?
Dos and don’ts of push
The push strategy, if implemented well, can rake in great results – such as 12-15% CTRs, conversions as high as 2%, and a average of 7-10% opt-in rates on the browser. But before you run off to create a push strategy for your business, you must keep in mind a few dos and don’ts regarding push for the better.
Push notifications may be preferred more to emails…
Industries who have realized the power of push
The eCommerce industry is the top implementer of the push strategy; if you look around yourself, you will find almost every online store doing its best to engage and convert new customers. Awok, GoldenScent, Nykaa.com, Mr. Button, Flipkart, etc. are some of the few examples.
Then there are content-based websites such as Inc42 and The Washington Post that empower their customers with fresh news and events through push notifications. Ince42, for instance, were able to give a boost to their average daily website visitors. This is quite splendid given how difficult it is now to engage with the consumers.
Frederic Voyer, CEO, Swaaap.com aptly puts it right: “Push notifications have been a main factor to ensure that the users in our community are engaged and actively interacting with each other to meet each other’s business needs.”