May. 27, 2024
Not that long ago, the notion that you could send a message straight into the pockets of millions of people, capturing their attention at the touch of a button, would have sounded like the stuff of a marketers dreams but thats exactly what push notifications offer.
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The era of mobile computing arrived so quickly that we almost didnt have time to notice how close to magic push notifications really are. And yet, most marketers dont give push notifications the care and attention they deserve, despite the endless benefits they can yield for both company and customer alike.
Certainly, push notifications require care and thought peoples attention cannot be taken for granted. But push notifications that are personal, relevant, and well-timed can help users achieve their goals in real time.
In this guide, well explore how to use push notifications the right way, and above all how to make them valuable for your users.
Push notifications are short pop-up messages sent to users via their smartphones (or browsers) that contain useful information, news, or offers. Theyre used to inspire customers and prospects to take a specific call to action.
By nature, push notifications are brief and short-lived. As such, these messages are engaging and effective as a marketing strategy only if theyre personal, relevant and, most of all, provide value to your recipients.
It doesnt matter whether a push notification is coming from a fitness app, a news app or a social media app. Whatever the case, the content of your message must be captivating enough to warrant a click-through. Here are some examples:
These short, powerful messages take planning to get right. Start by building a strategy based on information about your recipients. Think about when theyre normally active on your app or program, or how often they might like to receive blog articles, news or updates from friends.
Begin by asking yourself the following questions:
When (and how often) you encourage users to opt in for future push notifications can affect whether or not they choose to do so. There are several options to consider:
Keep in mind that push notifications should improve a users experience, not hinder it. If its difficult or confusing to turn notifications on manually, consider offering your opt-in prompts intermittently instead of only once. You can always talk to your users to find out what they like or dislike about the timing and frequency of your opt-in notifications.
Again, think about the user experience. When deciding how to deliver and display your opt-in notifications, consider what it will look like within your apps UI on the users device.
A simple in-app, full-screen opt-in prompt is often the go-to delivery method for smartphone apps. As an app publisher, youre helping ensure that your users get the experience they want, without them having to manually search through their phones to find the right opt-in settings.
How frequently you send your push notifications will depend on your marketing goals, user behavior, and the type of content youre sending.
Think about what type of content your app provides its users and how it provides value. If people use your apps to stay up to date on industry trends, consider sending real-time or daily push notifications. If someone is looking to improve their health but needs help getting motivated, weekly push notifications might be exactly what the user needs to keep themselves on track.
Now that you have the basics down, lets talk about some best practices for creating, sending and monitoring the effectiveness of your push notifications.
Before sending out mass push notifications, A/B test on a small percentage of your audience. This will help you identify whats working and whats not. Begin by testing individual variables, such as the following:
Do text messages have a higher clickthrough rate than pop-ups?
A/B testing is helpful only if you have the right tools to measure success. Try using Intercoms A/B testing capabilities to experiment with your push notifications. You may not be able to get it right the first time, but dont be discouraged. Just keep testing!
Personalization is the key to improving engagement: in order to compete with notifications such as messages from friends, family and coworkers, push notifications from brands must pay attention to the smallest details. We cant emphasize enough how critical it is to use accurate, person-level data to inform your notifications. Event parameters, language and life cycle are all great ways to make sure your message is as personal and targeted as possible.
For example, just adding the receivers first name can help push notifications perform better (in some cases up to 4x better). Intercom is great for sending these targeted push notifications, but the advice remains the same no matter what tool youre using.
If customers arent reading your messages, or if youre seeing a lot of customers turn off or opt out of push notifications, your messages are either not relevant to your recipients, are being sent too frequently or are simply reaching customers at the wrong time. Make sure your messages are hyper-targeted and relevant to your recipient by monitoring open, click-through and unsubscribe rates.
Despite the incredible amount of mobile usage, most forms of content are still closely tied to the rhythms of the desktop computer. Newsletters are delivered to a subscribers inbox at 9 a.m.; blog posts are scheduled to publish at 5 p.m. These schedules have long worked for traditional types of media but dont automatically translate to notifications and mobile.
Andrew Chen has pulled together some excellent data that shows that while brands are sending a ton of pushes leading up to the evening (and dropping off quickly after), open rates are actually higher after 6 p.m. The data is clear: send push notifications between 6 p.m and 8 p.m., when engagement is at its highest.
Credit: Andrew Chen and Leanplum
Note: 6 p.m.-8 p.m. should only be taken as a rule of thumb. The timing of your push notification will also partially depend on the urgency of the message. In this case, its worth creating a simple notification map that matches each notification with the right priority.
Interactive notifications mean little if what youre communicating is of no value to the user in the first place. Most businesses continue to use notifications as a signpost a piece of vague, cryptic content meant to entice you back into the app. But notifications work best when the notification is the message.
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The message above, from Quartz, works fantastically well because
Real-time adaptive notifications might be beyond most brands right now, but push notifications with current, immediate information get the highest engagement.
Some publishers are doing incredible work designing notifications that automatically update as new data becomes available. It means youll only ever get the most timely and accurate content delivered to you. These types of notifications can include:
Real-time adaptive messages provide users with the information they want, the minute its available.
As well as measuring open rates and click-through rates, look for signs that your users dont like what they see. A great way to start is to track repeat-usage behavior. (Our piece on measuring retention is a great first step.)
While click-through rate and open-rate metrics can indicate whether a user reads your notifications, they dont help you understand whether users are getting the information they really need.
For example, a successful push notification could be a self-contained, stand-alone message, as discussed above. The point is, just because a user doesnt click-through on a push notification, doesnt mean that notification didnt do its job.
Instead, look for negative signs:
Pay attention to how users are actively reacting to your push notifications to determine whether or not theyre truly effective.
Intercom makes it easy to send and receive push notifications, both internally (between team members) and externally (between team members and customers). Simply navigate to Outbound in your Intercom dashboard, click on new mobile push, as shown in the photo below:
You can A/B test different message variables, choose where to direct your customers (i.e. different pages on your site), select a target audience, set goals for your messages, and schedule them accordingly.
Push notifications can also be used to notify team members when a user completes a target goal (e.g. when they click through to a new page or sign up for a product demo). This is helpful for determining which type of messaging is most effective at engaging and converting users.
Learn more about how Intercoms push notifications work.
In todays digitally-focused world, our phones whether theyre Apple or Google/Android are the lifelines that connect us with the people we love, the information we need, and the pastimes we treasure. Theyre intimate devices that we have on us at all times, whether were working out, watching TV, or out grocery shopping.
As a marketer, this lifeline is an opportunity to connect directly with our individual customers, and push notifications are the mechanism that makes it possible. Use these messages to engage with your customers and provide value to them in real time, wherever they are. Thats the key to converting users into long-term, loyal customers.
It is critical to understand why you are sending a particular push notification. If you cannot identify the value a push notification has to a user, this will not have a positive result for engagement, retention rates or the user experience. When sending a push notification, ensure that the alert tells the user exactly what action needs to be performed by them. Your call to action (CTA) must be effective in delivering this actionable advice.
When creating your CTA, remember that this is an invitation to perform a particular action or an update on something the user wants to follow. If you have a travel app, these notifications will include prompts to complete a boarding pass or an alert that informs the user of flight delays. With these examples, it is clear how this is useful to the user and how they should react.
It isnt enough to know that your mobile push notifications are valuable you also need to identify how they add value to each user. Personalized push notifications ensure that you are targeting the right users at the right time with the optimal creative.
Personalized push notifications include creatives, frequency, delivery times, location, and content type. This means you have to segment your audience into user groups. You should also address your user by name whenever possible and include other details relevant to your CTA. For example, you could include the flight number and time if you are reporting a delay, or include order numbers when updating a user on their upcoming delivery.
You also need to personalize push notifications depending on the user lifecycle. This means identifying when users are most likely to need a push notification in order to complete a desired action. If your primary goal is to keep users engaged for longer and boost LTV, its essential to personalize push notifications and successfully engage users at the right moments in their user lifecycle. Notifications around travel and ecommerce can be particularly time sensitive, and must arrive at the right time to have the desired impact.
While a CTA informs users of how to perform a particular action, a call to value is designed to show users what they can gain. For example, your CTA could be Check in now for a travel app or add to watchlist for an entertainment app, while a call to value could be Get your summer look with 20% off all products. Its important to test which type of creative works best for your audience and each audience group. Your results may also vary depending on the purpose of your push notifications: a call to value isnt going to be helpful when alerting a user that their flight is late.
To avoid user negativity or fatigue, use push notifications sparingly and think carefully about the best time to send them. Always keep in mind your clear CTA or call to value and avoid the temptation to issue additional push notifications that dont present users with important, relevant actions or clear value. A negative or fatigued user could resort to disabling push notifications for your app, or uninstalling it.
You can encourage users to complete your CTA by offering limited-time offers. This type of offer has a clear value to the user and it is apparent as to why you are sending the push notification giving the user a chance to benefit before its too late. Leveraging limited-time offers requires you to define what you have to offer that would be appealing to users and testing creative that gives you the best results. For example, a mobile game might offer in-game currency for a limited time in order to keep users engaged.
A users geolocation can be used to trigger mobile push notifications and drive conversions. For example, these alerts can be used to direct a user to a nearby store. While this can be an effective marketing method, there are also pitfalls to avoid. Its critical that you enhance your message with deep links and adjust your offering in accordance with local conditions.
You can also use push notifications to alert users of app updates. This is useful to any user who doesnt have automatic updates enabled, ensuring that they can still gain the best user experience possible from your product. When alerting users to a recent update, remember to detail the advantages and improvements they will miss out on without updating.
Fitness and wellness apps can use push notifications to remind users of their targets. This can be a win-win scenario: users can set a routine without having to manually set alarms for various actions and you benefit from increased retention and app usage. This type of push notification can also be useful for fintech apps looking to help users with business management.
Notifications on a users lock screen requires your creative to be clear and concise. This can feel limiting, but you also have opportunities to enhance creative with images and other rich media. You will also want to research and include power words in your creative. To get started, CleverTap has a list of over 250 words and phrases proven to convert.
Just like with every other aspect of your marketing strategy, your push notification campaigns should be measured and optimized over time. You can set KPIs that link back to your company goals, such as LTV, engagements, and ROAS. Your campaign measurement can then be analyzed to find ways your mobile push notification strategy can be optimized. You can also request user feedback to find out how well your notifications are received.
App marketers can track push notifications with Adjust by integrating our SDK and creating unique tracker URLs. This enables you to track and monitor the metrics of your push notification campaigns within a single dashboard.
Push notifications are still a successful marketing method, increasing app retention by 3-10 times. According to conversion rate optimization experts Invespcro, push notifications triggered by user data can result in in-app purchases by 48% of that audience. By using the best practices in this push notification guide and successfully testing what works for your audience, push notifications can be a powerful tool for reaching your most ambitious targets. This marketing method will also become more sophisticated over time. That means more opportunities to personalize and richer content for better results.
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