Don’t you think we have stressed enough on how important emails still are despite the noise that social media has created in the last several years? Of course, and we have data to prove to you their importance. According to Campaign Monitor, email is expected to reach 90.9% of those who are online by 2019.
And while that is just one report, email has proven to be that one channel generating the highest ROI for marketers across B2B and B2C industries. The average open rates of email marketing campaigns across different industries is recorded around 22. 87%.
Moreover, the channel is said to deliver a click through rate of 3.26%, with an unsubscription rate of only 0.53%.
But does this show that emails deliver results for businesses when it comes to “conversions”? Not really – because emails are just an one-off thing and they can be easily forgotten in the large pool of other mails that get piled up in your inbox.
Develop a core push strategy, folks!
The problem is a great majority of emails are not read within seconds or a minutes, unlike push notifications or text messages. Yup – this is where we move to developing a core push strategy. According to FollowAnalytics, 60% of enterprise brand users opt in or give their consent to receive messages.
Push notifications are highly effective for many demographics, including millennials, with about 84% of them claiming to respond to push notifications they have received. This “eagerness to respond” might not be visible when it comes to responding to emails.
No wonder – 70% of consumers found all types of push notifications, including order updates and location-based messages, to be valuable. However, even if both email and push fetch you amazing results, separate strategies can result in one unhappy and over-targeted customer base.
This is why you need to unify email marketing and push strategy to ensure your business goals are met and conversions are driven, and most importantly your customers are happy:
1. Engage with emails, re-engage with push
70% of customers still choose emails as a way to communicate with brands and businesses. When they believe they have been sent something of value, there’s an opportunity for effective push notification marketing.
With push, you can assure the customers that they are in control and can stop the flow of information whenever they wish to. Companies like Wigzo offer tools powered by machine learning that help track your website visitors as well customer behaviour.
This helps you understand what they are looking for, where they come from and what you can do to make their overall experience better. So use this data to personalize your emails while sending offers on products and your browser notifications when promoting a new product or offering a discount on one!
Customers love to be treated as royalty, and if you are hitting the right spots with them, your conversions are secure.
2. Deliver the same message across channels
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. The challenge is to not repeat any information. As mentioned before, there’s no point in over-targeting the customer base.
For instance, if you’re launching a new product – send an email about it and then to re-engage the customer or remind him or her of the new product line, send a push notification.
The key is to build a balanced strategy. Your customers shouldn’t be bombarded with overly personalized messages – they will freak out!
3. Re-engage the customers, remind them
Cart abandonment is one of the main issues for an eCommerce brand. It hurts when a prospective customer puts the product in the cart but doesn’t complete the purchase cycle. Using Wigzo’s personalised & trigger based notifications, it is possible to convert 33% of people abandoning their carts.
So while emailing them to remind them about the product lying idle in the cart is equally important, it is also vital to send push messages that are even more personalized just to grab the customer’s attention.
And if segmentation is a real problem for a brand, then it can easily categorize the audience based on their demographics, so that the messages sent across channels are personalized. Combine demographics and data of previous interactions, and you can easily create one-to-one personalized emails.
Want to send personalized notifications? Wigzo can help!
Stop sending generic push notifications when you know that personalization will fetch you higher conversion and retention rates. Personalized notifications lead to at least 25% of click throughs as compared to generic ones.