MOBILE PUSH NOTIFICATION STRATEGIES TO ENGAGE USERS
Owing to the extensive use of smartphones worldwide, brands and businesses have started reaching their users through these devices. Mobile push notifications serve as one of the best mobile marketing channels today. Studies say that 42% of mobile users have enabled push notifications on their devices.
The rightly strategized mobile push notification marketing can drive engagement and revenue. But if you do it wrongly, you may end up annoying and irritating the user that he/she may choose to quit your app forever. So, it is crucial to be equipped with the right knowledge to execute your mobile push marketing strategies.
Here are sure-fire mobile push notification strategies to engage users and drive revenue.
1. Get the opt-in right
Get your users to opt-in to receive push notifications from you. You surely have heard this before. But we tell you how to do this right to reduce user churns. We have given the moves you need to take in the order below.
Step 1: Build a relationship with the user. For, they need to trust your brand in the first place. They need to know that you won’t misuse the access they give you to send them to push notifications. Ecommerce stores may send their opt-in request after a user makes a purchase. A publishing site may choose to send it once a viewer likes or shares their blog or other content.
Step 2: Now that you have built a relationship with the user, it is time you let him know the value provided by your push notifications. Create a persuasive pre-push permission message that tells them why users need to opt-in.
Step 3: In this final step, send the user your opt-in request.
2. Provide value
Refrain from sending useless or irrelevant messages. Let your push notification messages bear value to the user. Only then there will be user experience, engagement, and retention. When you create your message, tell the user what precisely he needs to do. Your CTA should efficiently deliver this actionable advice.
So, when designing your CTA, write a copy inviting the user to carry out a specific action. For instance, if your message is about a newly published blog on your site, let the CTA read “read the full blog”. If your notification is about a running offer, let your CTA direct you to your ecommerce site’s section, where the offer can be availed.
Hope our examples clarified how your message should be both useful and tell the user how he should react.
Personalized notifications boost conversions by 4X. However, it is not in generalized personalization done for the just sake of personalization that works. You need to segment your users using narrow filters to target them with highly customized messages. Thanks to the high-end technological advancements that facilitate this today.
Push notification tools let you categorize your users into narrow groups based on their preferences, demographics (location, gender, age, etc.), on-site activities (type of content viewed, pages visited, links clicked-through, etc.), and more. This allows you to create powerful and tailored messages that will help you initiate a one-on-one conversation with your users and make them feel special.
For example, suppose a user has clicked-through links related to health and fitness. In that case, the publishing site should mark the user as someone interested in this field and send him/her a notification whenever the site publishes a new blog is in that section.
Use geo-targeting to drive conversions based on the users’ location. This means you need to deliver messages to users within a defined location who also meet a specific targeting criterion. The criteria may be anything like preferences, demographics, online behavior, etc.
For example, an e-commerce platform offering discounts on baby products should send notifications to people within that location who also have babies. Thereby those looking to buy these products will get to the store to buy those at discounted prices.
While creating the copy for such messages, enhance those with deep links. This will simplify the task that the user would need to do. This way, they would not postpone the action to be done to a later time.
5. Apply FOMO
FOMO is the abbreviation for “Fear of Missing Out”. It is social anxiety in which a person believes that he may miss out on the fun that others are experiencing and, therefore, desires to continually stay connected with the majority. When you apply FOMO in your push notification messages, you can drive high conversions.
So, publicize flash sales and limited-time offers. The idea is to introduce scarcity and urgency in your offer using a ticking clock. Such exclusive and time-driven deals push recipients to take quick decisions and generate instant conversions. For example, if you announce 50% off till the weekend, it stimulates the FOMO in them to buy before the end of the week, when the offer would be gone.
Additionally, this again sends FOMO waves among other people who haven’t signed up for your notifications by making them feel that they are missing out on the deals that your subscribers are getting.
While making such offers, make sure that you keep the word and end the offer at the time announced. This way, those who rushed to avail of the offer within the time frame will not feel deceived by the deal’s extension and thus lose their faith in your brand.
6. Use Rich Media
A report says that in comparison with text-alone push notifications, pushes with images have a 56% higher open rate. So, incorporate relevant rich media like images, photos, videos, emojis, GIFs, and audio in your push messages. These would get your message across better by several times more than mere words do. For, people are more attracted to rich media.
Remember that not all users will have the required updates on the mobile phones to receive the rich media in your message. To address such an issue, you can do one of the following three things-
- Do not refer to the rich media in your push notification copy.
- Segment your users to separately target those two categories- those who are likely to receive the image and those who aren’t.
- Use alternate text. That is, write two different copies. Set your campaign in such a way that one opens if the image downloads and the other if it doesn’t.
7. CTA matters
Your Call to Action (CTA) plays a prime role in determining the conversions, i.e., the open rates, the click-through rates, the engagement rates, and more. The copy, positioning, and colour of your CTA button can impact driving engagement and revenue.
However, the thing is- there is no single standard of CTA that works well for all businesses and brands. So, experiment around with these parameters to find what works for you. While writing your CTA copy, make sure that you don’t use words that don’t work for your industry.
Studies have found that certain words like ‘today, ‘handpicked’, ‘indulge’, ‘win’, ‘don’t miss’, ‘limited’, ‘hassle-free, ‘get free’, ‘now’, ‘free’, ‘soon’, and ‘missed’ hits that drive conversions when used in your CTA copy.
Likewise, certain words don’t go with specific businesses. For example, people get pissed off when a health and fitness-related brand sends them messages with words like ‘old’, ‘treatment’, and ‘pain’. So, find the words favoured words in your field and use them in your copy while being careful to avoid the disfavoured ones.
8. Measure results
Measuring the performance of each of your push notification campaigns is crucial. For example, suppose you have released a new product. In that case, you must analyze the number of customers to whom your notification got delivered (delivery count), who clicked through to view the product, who read its descriptions, who viewed the reviews, who used the voucher code, who added the item to the cart, and who bought the item; and the number of customers who abandoned the process halfway through and the exact place where they did it.
Such in-depth tracking of your push notification campaign’s performance would provide you with useful insights to enhance your marketing strategy for your future campaigns. Also, set goals to achieve. This will help you to keep improving your push notification marketing.
A good software like NotifyVisitors to help you in measuring your push notification’s performance. It gives you detailed performance reports and analytics, which can be exported to your team members at any time.
Mobile push notifications help you reach your audience rightly. However, if your campaigns aren’t planned and executed carefully, you can end up annoying them, leading them to unsubscribe your push notifications forever. We encourage you to apply the push notification strategies we have listed in this blog in your future campaigns to see success in your efforts.
Shivani is a content curator at NotifyVisitors, a platform that helps businesses to target and retarget their users by equipping them with Mobile push notification software. Businesses can send web push notifications via desktop web and mobile web.