Marketers looking for ways to extend their reach, need to embrace and master sending push notifications. This article will give you everything you need to get started.
For web-based and mobile marketing, push notification marketing is truly the “Next Big Thing.” Consumers are showing a tendency to prefer alerts sent through push messaging rather than email. Well-implemented push messages are favored by consumers when they are perfectly-timed and helpful.
Push notifications are the magic formula for marketers these days. You can send push notifications to users in real time – no matter what website they may be visiting. This is powerful stuff!
Marketers sending push notifications must tread carefully. Push messages must be timed and sent correctly. Push messages can either be welcomed or feel invasive and spammy by your customers.
This article will show you how to create and time your push notifications. You’ll learn how to send messages your subscribers will actually want.
Not Just For Mobile – Web Push Notifications
In the early days of push notifications (which wasn’t very long ago), push notifications were mainly used on mobile devices. Not true anymore. Now push modifications are sent on web browsers in real-time. Not only that, you can reach users anywhere on the web – even when they are not visiting your website!
Here are some statistics with a mega-dose of WOW factor:
In a survey done by Response…
– 57% of consumers have downloaded apps from their favorite brands.
– 71% of younger consumers (18-34) have done so.
Mobile automation company Kahuna gathered data from more than 10 million push notifications that indicates …
– Push notifications achieve up to a 40% click-through rate.
That’s great news for marketers!
In this two-part article series, I’m going to give you a crash course in push notifications and push notification marketing. We’ll start with the basics and quickly ramp you up to ninja status. I’ll show you everything you need to know to use push notifications to your advantage.
What Is A Push Notification?
The definition of a push notification: a message sent from an application to a device. Push notifications are most commonly used by mobile apps to deliver messages to mobile users. Push notifications can also be sent to web browsers, to your own site or to any site a user may be visiting.
An important feature of push notifications are is that the user does not need to have the app running or open to receive a notification from that app.
Push notifications are available through almost all operating systems, browsers, mobile and desktop.
Anatomy of a Push Notification
What Are Push Notifications For?
Push messages allow content publishers, marketers and app developers the opportunity to communicate and engage with their users.
When used correctly, push notifications can drive user engagement by improving the user experience. Increased user engagement enhances opportunities for generating or improving revenue.
Marketers have an important responsibility to use push notifications with great care. If marketers abuse the use of push messaging it has the potential to go the way of email spam. There is a risk of killing the “golden goose.” For now, push messaging is a great tool in every marketer’s arsenal. Let’s hope marketers use wisdom to keep it that way!
Two Types Of Push Notifications
Two must-use types of push notifications are: transactional and engagement.
Transactional Push Notifications:
Transactional push notifications are used to deliver information users need to receive at a specific time.
For example, your bank uses transactional push notifications to send you activity updates such as purchase transactions or suspicious activity.
Engagement Push Notifications:
Engagement push notifications are used to drive user action.
For example, when a user makes a purchase a push notification might be sent to encourage the user to share info about their purchase on social media.
When using engagement push notifications, personalization is a key consideration. Every user is different. Therefore, push engagements should be personalized to the uniqueness of each user. The messages a user receives should be highly relevant to them.
Everyone in online marketing knows by now that content marketing and providing value has become an important factor in SEO and ranking. Your push notifications need to be treated the same way. When using engagement push notifications, first and foremost, your mission is to provide value to the user.
Push Notifications And Consumer Opinion:
As useful as push notifications are for marketers, never forget that consumers can also opt-out in a heartbeat. As I said earlier, it’s all about using push messaging correctly to enhance the user experience. Here are some stats marketers need to pay very close attention to …
According to a survey by localytics /Research Now …
– 50% of consumers find push notifications helpful.
– The other 50% find them annoying.
You understand what that means, right? It is easy to surmise that 50% of those sending push notifications aren’t doing it correctly!
What Users Really Want:
The survey found that what people actually want from push messages – are personalized ones.
Top 3 Types of Push Messages users want to receive most:
1. Special offers based on their preferences.
2. Breaking news alerts.
3A. New content personalized to their preferences. (Tie)
3B. Special offers based on their location. (Tie)
source: localytics /research now
How Often Should Push Notifications Be Sent?
Although a specific number cannot be agreed upon, consumer surveys show that sending too many messages per week will lead users to opt-out or to stop using an app altogether.
For example, a survey found that sending 2-5 push messages in a week lead 46% of users to opt-out. While sending 6-10 messages per week caused 32% of users to stop using the app completely.
source: localytics /research now
Open rate will also decrease when push notifications are sent too frequently. Again, while there is no specific number … At 4 messages per week, the open rate fell 25%. At 9 messages per week, the open rate dropped 50%.
source: localytics /research now
Notifications – 5 Key Factors
There are 5 important factors to consider when using push notifications:
1. User segmentation.
Consideration of which users receive a push notification.
2. Content: What should the push message say?
3. Personalization: Can the push message be personalized effectively?
4. Timing: When should the user receive the push message?
5. Post-message: What occurs next after the push message has been received?
As it is important to personalize the push messaging to each user, the critical factor in doing so relies on the ability to target your messages with precision.
In order to achieve a high degree of targeting, it will rely on a database of user and/or consumer profiles.
User profiles will contain data on user demographics, online behavior and geolocation.
Contextual targeting is another factor, where the push messaging looks at the context of your content and/or category.
Push Notification Marketing: User Segmentation
This is a method of dividing your users into smaller groups. Then you would target each smaller group differently.
For example, you may divide your users by a certain behavior or by demographic information. You may send different messaging to males than you do to females. As you can see, simply dividing users into segments based on gender can be very important.
Every factor you use to subdivide users into smaller and more precise segments, adds to the strength of your personalization. Sometimes these smaller segments or segments-within-segments are referred to as “micro-segments.”
Effective segmentation leads to increased engagement, user retention, as well as, increased conversions and purchases.
Segmentation Based On User Behavior
This is one of the most important methods to utilize in segmenting your users.
Asking the following questions will help you create segmentation categories:
1. What actions do you want users to take?
One way to segment users would be segments of users who have not yet completed your desired action.
For example: users who have not signed up for a particular offer. You would send them a push message to remind or encourage them to sign up.
2. At which point do my users leave or become inactive?
You need to look at your content pathway and identify the points at which your users fall away. Then, create segments of users based on those points.
For example, users who have not engaged in the past 10 days. You would then send them a push message to entice them to interact.
3. What are the behaviors of my top users?
Look for behaviors that your most active users share in common. You can segment your list based on those behaviors.
For example, you may have users that post to social media more often than others. You could offer them a reward if they increase their sharing.
In another example, you may find that your best users are those who have made three purchases or more. You could create a segment of users who have made two purchases and offer them a discount for their next purchase.
Best Behavior-Based Segments
Here are a few of the most important behavior-based segments you should be creating with your users and tactics for your messaging:
• Entice to sign up
• Converting users with buying intent
• Fear-based (fear of missing out)
• Inactive (entice to reengage)
• Reengage one-time users (those who engaged one time only and have been inactive since)
• New feature alerts
• Reward or acknowledge your most engaged users (those who are active most frequently)
• Reward your top users (discounts, credits, downloads, etc.)
In Part Two, we’ll cover the following:
☑ How to create strong push notification content
☑ The types of push messages users want
☑ How to time your push notifications perfectly
☑ What you need to do after sending push notifications
☑ How to set your push notification goals and track the effectiveness of your push notifications
AdStation Web Push Notifications
In beta testing, AdStation’s publisher clients have measured opt-in rates of up to 40% and engagement rates north of 20%.