Time to bring some change to your web push notification strategy for this year!!
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 to push messages daily without fail! Chances are there are a lot many of them. A 2019 Invesp survey states that push notifications boost app engagement by 88%. Further, sending push notifications can increase your app retention by 3-10X.
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.
[click_to_tweet tweet=”What Should Be Your eCommerce Push Notification Strategy For 2020 And Beyond” quote=”What Should Be Your eCommerce Push Notification Strategy For 2020 And Beyond”]
The shortcomings of “push” nudge the marketers to innovate a little harder and come up with successful push strategies. This guide on push notifications highlights all the important reasons why push notifications should be your preferred channel of communication. 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:
eCommerce Push Notification Strategy For 2020
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 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 behaviors.
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.
Josh Mendelsohn, VP Marketing at Privy, talks about the importance of a good messaging strategy.
5. Analyze the campaign performance
Before any campaign, you must lay down the metrics (CTR, un-subscriptions, website traffic, sales generated, etc.) you intend on analyzing 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% CTR, conversions as high as 2%, and an 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 the 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, was 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.
Following are mentioned some of the best practices that you must follow while writing and crafting push notifications:
- Keep it simple: You need to use the words wisely to be able to create an impact since the characters available are limited. Keep the title crisp.
- Create urgency: We’re talking about real-time consumption with push notifications. Your notification must create urgency for users to take action.
- Use emojis: expressions have found a new home with emojis. Push notifications that use emojis have shown 4.51% increased open-rate in comparison to the notifications without it.
- Always use icon or logo: this one is a great practice in general. Using logo on notifications creates a brand image on your clients’ minds.
- Notification Image: Make notifications more appealing to the eye by incorporating a large image. It is observed that using just the right image can lead to an increase in CTR by up to a whopping 62%.
- Your CTA matters too: okay, so the user has read your notification, what needs to be done next? That’s what your CTA or Call to Action button be telling the user. Guide the user on what needs to be done next.
A Quick Look at the Checklist (Before you hit that send button)
By now you have an idea on what are the best practices to adhere to while dealing with web push notification for your business. Before you hit that send button you need to go through the checklist below and see if you have everything checked.
- Check the Title
- Ensure that the Message is in sync with the chosen title
- Don’t forget to mention the Call to Action text
- Check of the landing page provided is the right one
- Logo is a must
- A crisp image that syncs with the text
- Provide an expiry date, if you have one
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.”
So what are you waiting for? Get up and get going!