In 2020, with the advent of COVID-19, the era of fast online shopping and social media marketing has begun to flourish. There are many applications, competition is growing. Who wins? The company that is constantly “on everyone’s lips”, understands its customers and is at arm’s length. A universal marketing tool, push notifications, helps to achieve this. Let’s figure out how they work.
Are push notifications effective and why
A person touches their mobile phone 70-150 times a day, but they do not always do it voluntarily. Push notifications often become a trigger. Companies like https://fatads.co/ provide their clients with such tools for advertising using push notifications and pop traffic that it is simply impossible to pass them by. With the help of triggers, the user goes to the desired resource, because his attention is captured.
The purpose of such notifications is twofold:
- the user receives information about promotions, discounts, unique offers, and important news about the service.
- the company increases recognition, engagement, loyalty, and traffic to the application or website.
Most services collect information about customers to create personalized offers. The same data is used in notifications. Let’s say the name is used for requests, date of birth – for situational discounts, products in “Favorites” – for “hitting the bull’s eye” and selections of recommended products. Programs analyze the behavior and personal preferences of the user. Sounds cool, right?
Companies do not just send users 1-2 notifications – they build chains of related “push” messages, where each is displayed in a certain order. Sending notifications based on specific events increases engagement and conversion. Triggers allow you to emotionally hook the user. Compared to banners, push notifications are visible to the user even if the application is inactive on the device screen. Push notifications appear on smartwatches and literally convince the user: “Look at me.” This way, a person gradually develops the habit of paying attention to pop-up messages so as not to miss something important. Anchoring in headlines can attract attention. For example, the words “Special offer” or “Urgent” artificially create a sense of urgency and encourage action.
Let’s look at a few cases as an example:
- Softonic, one of the popular software search aggregators, set up more than 100 audience segments to which it personally sent selections of programs. As a result, the CTR in the application increased by 50%.
- The popular online sports platform SportCafe developed chains of push notifications to increase customer engagement. As a result, the time spent on the application increased by 120%.
- The global electronics brand Intex launched a chain of notifications with a link to innovative products and services. In a few weeks, online traffic increased by 15%, and CTR by 31%.
What do push notifications that catch viewers consist of
The amount of information that fits in a push is limited. The older the base of phone models on which the application is installed, the fewer characters it is recommended to write in a push notification.
The composition of a standard notification:
- heading
- text
- company icon
- banner
Interesting fact: Android users receive 30% more notifications than iOS users. Perhaps this is why the click-through rate of push notifications in Android is significantly higher than in iOS: 91.1% versus 43.9%.
Push notifications inform the user about important events in applications:
- changes in prices for product categories;
- personal offers and recommendations;
- mass sales with a limited validity period;
- notifications about events;
- reminders to perform some action (enter the application, check an abandoned cart, spend bonus points, etc.);
- reminders about a long absence from the application;
- a story about new products or services;
- an order or delivery status update;
- a request to leave a review with encouragement.
The key point is to have an appropriate contact base and audience analysis. Setting up segments and push mailing schemes is done through special services. Use different push chains for new and old users. Persuade a new client to buy right away, and introduce the product. With old users, the right strategy is to wait a while, offer a promotion for a certain event, or redirect to an application or website. This way you will unobtrusively remind about your business and will not earn a reputation as a spammer. When receiving a push notification, the user wants to subconsciously feel cared for, that the company remembers him and makes him a special offer.
Conclusion
It is important to understand that a push notification marketing strategy does not work on the principle of “more is better”. Spam makes the user turn off notifications from the source, so the task of the push is to evoke a positive emotion or interest. Or better yet, both. How to do this? It is best to contact specialists who will help set up push notifications so that users are comfortable.