Don’t you think it is pretty obvious that email is expected to reach 90.9% of people online by 2019? We think this is inevitable. As you already know the average open rates of email marketing campaigns across multiple industries touch 23%, it is quite clear that emails are still being read and email marketing is not dead.
But you know what? A great majority of emails are not read within seconds or minutes after they are sent – unless the user checks his or her email! Frankly speaking, emails are just a one-off thing and this marketing tactic is just not enough to capture the attention of consumers today.
This brings us to our favourite topic: push notifications. Hear us out: 84% of users claim to respond to push notifications received. No matter what the email marketing figures say, people don’t want their email inboxes to be cluttered – which happens invariably.
A 2014 Responsys survey states that push notifications deliver 50% higher open rates than emails. Marketers have even seen an increase in the mobile app retention rate as revealed by a 2015 Localytics study.
According to Forrester, push isn’t a replacement for emails, text messages or other direct messaging tactics. It has to complement emails and be a core component of any direct marketing and relationship program.
Implementing a push strategy is expected to capture your target customers’ attention, to engage with them in the right way and to accelerate the conversion process – all without being too intrusive or spamming their inboxes. Have a read: