What are push notifications and why do marketers need ...

What are push notifications and why do marketers need ...

Not too long ago, it would have seemed like a marketer’s fantasy to send messages directly to the pockets of millions, capturing their attention instantly. However, push notifications make this dream come true.

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The mobile computing era appeared almost overnight, revealing the magical potential of push notifications. Yet many marketers don’t give these notifications the attention they deserve, despite their significant benefits for both companies and customers.

Push notifications require thoughtful execution—attention cannot be taken for granted. When done personally, relevantly, and timely, these notifications help users achieve goals in real-time.

This guide will explore the right ways to use push notifications and, most importantly, how to make them valuable for your users.

What are push notifications?

Push notifications are short, pop-up messages sent to users via their smartphones or browsers, containing valuable information, news, or offers. These aim to inspire customers and prospects to take specific actions.

By nature, push notifications are brief and short-lived. Therefore, they are only effective and engaging as a marketing strategy if they are personal, relevant, and most importantly, valuable to your recipients.

Types of push notifications that provide value

No matter if the notification comes from a fitness app, news app, or social media app, the content must be captivating enough to warrant a click-through. Examples include:

• Targeted news items. Apps providing information on politics, weather, industry updates, or general news can craft personalized notifications based on typical user behavior, highlighting the stories users will want to read.
• Behavior-based messages. These notifications, triggered by specific user actions, encourage the next step in their journey. For instance, they can help onboard new users, notify customers about relevant promotions (based on behavior trends), or congratulate milestones. They can also provide insights to help customers achieve goals quicker.

• App updates. People use apps for various benefits, from maintaining contact with users to relaxing via crossword puzzles. Update notifications often indicate user experience improvements, enhancing app usage. These notifications create a better experience, whether for a new accessibility feature or a set of daily crosswords.

What to consider before designing your push notification

These short yet powerful messages require planning. Build a strategy based on recipient insights. Consider when they are active on your app or program, how often they like receiving updates, and tailor accordingly.

Begin with these questions:

When should I ask users to opt in for push notifications?

Timing and frequency of opt-in prompts can affect user responses. Options include:

• Once, upon installation of the app. Prompting users to opt-in during installation works well for apps integral to a user’s workflow or daily tasks, such as a calendar app.
• Every time the app is opened. Some notifications, designed to be dismissed without confirming, can prompt opt-ins each time the app is opened until users agree or disagree.
• Intermittently, after a certain number of log-ins. Less aggressive than continuous prompts, intermittent opt-ins based on log-ins or time increments can be more user-friendly.
• When a user completes an action. Similar to alert status notifications. For instance, a Twitter user opting into notifications after following a topic or person receives real-time updates on them.

Remember, push notifications should enhance the user experience, not hinder it. Offer opt-in prompts intermittently if manual activation is difficult. User feedback on the timing and frequency of opt-ins can be beneficial.

How am I displaying the opt-in?

Consider the user experience. Opt-in notifications should fit well within the app’s UI. A simple in-app, full-screen prompt is a common method, ensuring users don't search for the right opt-in settings manually.

How often will you send push notifications?

Frequency depends on marketing goals, user behavior, and content type:

• Daily. High-activity apps like social media platforms benefit from daily notifications, relevant due to frequent user engagement.
• Weekly. Regular but less frequent notifications, like Nike Run Club’s “weekly recap,” keep users engaged even during periods of inactivity.
• Real-time. Notifications inform users immediately about relevant events (social media mentions, new emails).

Match content type and frequency to app usage. Industry updates might require real-time notifications, while motivational health reminders could be weekly.

7 best practices for push notifications

Now for the best practices in creating, sending, and monitoring push notifications:

1. Always A/B test

Test on a small audience before mass-sending to identify effectiveness. Test variables include:

1. Message content. Monitor open and click-through rates to evaluate responses to different message forms (simple URLs, short sentences, or story teasers).
2. Frequency/timing. Find optimal sending times through A/B testing frequency/timing and monitoring unsubscribe rates.
3. Delivery method. Use metrics (open rate, click-through rate, bounce rate, conversion rate) to find the best delivery method (full-screen pop-ups vs. slide-ins).

Tools like Intercom’s A/B testing can help. Don’t be discouraged by initial failures—keep testing.

2. Personalize your messages

Personalization boosts engagement. Compete with personal contacts by using accurate, person-level data. Details like event parameters, language, and lifecycle enhance personalization.

Adding the receiver’s first name can significantly improve performance. Platforms like Intercom support sending such targeted notifications but the principle applies universally.

3. Don’t be spammy

Relevance is key. If users aren’t reading messages or opting out, the notifications may be irrelevant, too frequent, or poorly timed. Monitor engagement metrics to ensure messages are well-targeted.

4. Pay attention to mobile use patterns

Mobile usage follows different rhythms than desktop usage. For instance, studies show higher open rates after 6 p.m. Consider sending notifications between 6 p.m and 8 p.m. when engagement is high. Match notification timing with message urgency.

5. Choose clarity over cleverness

Notifications should be clear and valuable on their own. Avoid vague or cryptic content meant to draw users back into the app. Effective notifications respect user choice and maintain interest.

Note: Timely notifications, such as updates on breaking news or offers, keep users informed and engaged.

7. Measure real effectiveness, not vanity metrics

Focus on retention-related metrics, not just open or click-through rates. Look for indicators that users dislike the notifications:

• Turning off notifications after a series of pushes
• Uninstalling the app following notifications

User behaviors offer insights on the effectiveness of your notifications.

Set up push notifications using Intercom

Using Intercom, easily send and receive push notifications internally (between team members) and externally (to customers). Navigate to "Outbound" in the Intercom dashboard and create new mobile pushes.

A/B test message variables, direct users to specific site pages, select target audiences, set goals, and schedule notifications. Push notifications can alert team members when a user completes a target goal, aiding in user engagement and conversion analysis.

Learn more about Intercom’s push notification features.

In today’s digital world, mobile phones are our lifeline, connecting us with loved ones, information, and hobbies. As marketers, this is an opportunity to connect with individual customers. Push notifications are the key to real-time engagement, converting users into loyal customers.

Push notification guide: Tips and best practices

2. Provide your users with actionable alerts

Understand the purpose of each push notification. Unidentified value affects engagement, retention, and user experience negatively. A clear call to action (CTA) informs users of necessary actions.

CTAs invite specific actions or updates. For example, travel apps might prompt boarding pass completions or inform about flight delays. Ensuring clarity assists users in responding effectively.

3. Personalize your push notifications

Identifying the personalized value to each user enhances engagement. Personalized notifications should address creatives, frequency, delivery times, location, and content type. Segment audiences by user groups and tailor notifications accordingly. Use names and relevant details (e.g., flight or order numbers) for specificity.

Depending on the user lifecycle stage, timing personalized notifications can promote the desired actions effectively. Timely notifications in travel and e-commerce are crucial for impact.

4. Test CTA and call-to-value messages

Test both CTAs (action-oriented) and call-to-value (benefit-oriented) messages to find the best creative approach. Context matters; a call-to-value isn’t effective for urgent alerts but works for promotional content.

5. Use push notifications sparingly

Avoid user fatigue by limiting notifications to important, relevant actions or clear value offerings. Overuse may lead to users disabling notifications or uninstalling the app.

6. Utilize limited-time offers

Promote quick actions by offering limited-time benefits, appealing to users’ advantages before the offer ends. For example, a mobile game offering in-game currency for limited periods can maintain engagement.

7. Location-based push notifications

Geolocation can trigger conversions by directing users to nearby stores. Ensure message enhancement with deep links and adaptability to local conditions.

8. Alert users to app updates

Notify users about app updates, especially those without automatic updates enabled, to ensure optimal user experiences. Detail the benefits and improvements of updates in notifications.

9. Use notifications to help users focused on their goals

Fitness and wellness apps can use reminders to help users stick to routines, boosting retention and usage. Fintech apps can assist with business management through similar reminders.

10. Use power words in your creative

Lock-screen notifications demand clear, concise messages. Complement concise text with images and rich media. Utilizing power words in creative content can significantly improve engagement.

11. Measure your results

Measure and optimize push notification campaigns over time. Set KPIs linked to company goals like LTV, engagements, and ROAS. Use tools like Adjust to track and monitor campaign metrics through unique tracker URLs.

Push notifications boost app retention by 3-10 times. According to Invespcro experts, data-triggered notifications lead to in-app purchases by 48% of the targeted audience. Following best practices and testing for effectiveness can help achieve ambitious targets with push notifications.

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