6 rules when using push notifications in marketing
Push notifications are the newest and most personalized version of communication in today’s mobile world. They allow customers to have a better understanding of your brand. They are effective for reconnecting with inactive users and useful for creating a personalized marketing strategy.
Here’s why you should use push notifications, along with the six rules for maintaining use.
Why use push notifications for businesses?
Push notifications are a great way to stay in touch with your audience. Research from Airship shows that push notifications have an activation rate of 60% and can benefit your business in several ways:
- Promote products and services
- Guide users to your social media channels
- Builds brand reputation and trust through insightful content
- Encourages users to interact with your site
- Supports restoration of abandoned carts from retailer apps
Another critical factor in using push notifications is that they create personalization within your marketing techniques. General mass marketing is disappearing and personal commitment is now becoming the key to achieving goals. With that in mind, maintaining relevance when sending push notifications is essential.
1. Maintain relevance
A surefire way for your audience to turn off push notifications is to send out a batch of irrelevant notifications. To keep push notifications viable, segment your audience to target in the most personalized way.
The best possible method is to organize a strategy of user demographics and behavior. You can create a plan by analyzing your data and then using it to target specific groups.
An example of personalized communication is creating a welcome message after a visitor becomes a subscriber. You can automate these messages immediately after someone subscribes to your push notifications.
Once they’re subscribed, you can personalize a post by showing them how to use your platform and highlighting features.
This form of relevance has the user in mind and speaks to him personally.
2. Push to maximize the registration rate
Users should understand the benefits of receiving push notifications. This offers a reason they will want to hear from you.
For example, an airline can tell users that they will be reminded to check in for their flight. They will receive a pleasant reminder one day before departure. This shows that there is a valid reason for users to opt for push notifications.
Avoid configuring the standard opt-in that users see when they open your app for the first time. This setting can often confuse people and create a negative impression, especially when using the app for the first time. They may opt out before they even understand the process.
3. Optimize for sales conversions
Ecommerce owners have to deal with abandoned carts on a daily basis. Often times, users will shop around, add a few items to their cart, and leave without finalizing the purchase.
One way to recover lost customers is to use a push notification that contacts app users when they leave the store with a cart of unpurchased items. You can personalize each post and include a link to complete the sale.
By personalizing a message and sending an image of the forgotten items, you can dramatically increase your conversion rate.
4. Be punctual
Receiving a push notification every few minutes can be one of the reasons a user disengages or disables this feature. There is no single method of knowing when to send a push notification. However, marketers normally miss out on potential website engagement and conversions by being inopportune.
Business owners need to master the timeliness of push notifications by setting the right frequency. Sending messages at ideal times will prevent users from turning off notifications.
For example, e-commerce brands will sometimes send three to four notifications per day when a sale takes place. Determining how often your customers shop online will determine how often you contact them.
5. Create communication that is close to their hearts
Push notifications tend to work best when they’re about something your audience really wants to read.
For example, let’s say you are a business that caters to expectant parents. Typically, your audience will want to know everything about their unborn child. Therefore, you are sending push notifications about their child’s height and what to expect in the coming weeks.
Your audience will be more likely to open these notifications rather than something promotional. When you send them, think of something more valuable to your audience. High-value messages can increase your mobile app’s retention rate three to ten times.
6. Maintain consistent communication
Sending too many notifications can drive your audience away, but too few can be considered careless. To maintain a consistent message, you need to have a good balance of consistency.
Businesses can focus on creating a strategic line of communication. This strategy is where your customers will expect to hear from you on a regular basis. Users will be happy to receive your notifications, especially when they perceive them as relevant and valuable.
Start using push notifications
Push notifications are a useful way for you to build relationships and reopen a line of communication with old customers.
They can be a valuable tool for your business when used correctly. Sending personalized messages is a great way to improve your brand loyalty and your conversion rates. Plus, the more you keep your content relevant, the more engagement you’ll receive.