Last year, using the Internet from mobile devices for the first time outperformed PC performance. If you do not consider mobile users in your marketing strategy, you miss great opportunities.
Using the Internet from mobile devices confidently begins to prevail in our culture. 50% of mobile users check their smartphones immediately after waking up, while 80% of all Internet users have smartphones.
Google is actively trying to make mobile search more convenient, therefore reduces the position of non-optimized sites.
Given such growth in mobile Internet usage and a decrease in the rates of discovery of email messages, it is simply necessary to master other more effective communication channels.
Push Notifications for Business
Push notifications are a great way to communicate with the audience. According to a study by Localytics, 52% of smartphone users activate push notifications on their devices. Companies can use this communication channel for the following purposes:
- Redirecting users to social networks
- Promotion of products or services (especially shares)
- Strengthening the trust and reputation of the brand by sending valuable content
- Drawing users to the site
- Reminders about the goods left in the basket
Push notifications can significantly increase the audience engagement rates, but it’s important not to overdo it and start annoying users.
Remember, if someone agreed to receive notifications from you, then he is located to communicate. Do not throw it spam and do not try to aggressively promote your proposal.
Offer value to your audience in order to build a long-term and effective relationship.
In modern conditions, personalization is the key to victory. A survey of marketers in 2014 showed that for 94% of respondents personalization is “important”, “very important” or “incredibly important” to achieve their professional goals.
Push notifications allow you to split recipients into segments and target messages. For example, a clothing brand can send different offers to users depending on the history of their purchases or gender.
The effectiveness of this approach is confirmed by the data. Of users who received segmented notifications, it is converted as much as 54%, while only 15% of those who received general notifications are converted.
Geotargeting is another great idea. You can send current notifications to users who are near your store or institution. Using the name of the recipients and their location, you will immediately attract attention.
If you can create a valuable, personalized experience for your users, they are more likely to respond to your push notifications.
Try to avoid sending common, intrusive notifications. Also, do everything possible to ensure that for the recipients your content was relevant . This can be achieved through careful selection of the audience.
The My Pet app recently received a negative publicity: the brand sent an insulting notice to a nine-year-old girl.
Messages with “black” humor should be aimed at a more adult audience. Type messages: “You’re terrible! You are the worst owner of all that I had “ are not suitable for young children.
Also, when sending push notifications, the choice of time is very important. If you send not the most valuable information in the middle of the night, then quickly lose the audience’s confidence.
According to research, the time after lunch on Tuesday, Wednesday, Thursday and Friday is best suited for sending push notifications.
Do not forget about synchronization notifications with information on other marketing channels. If the user has read the content in an electronic message, and after an hour has received it in the form of a notification, this will confuse him.
After all, appreciate the fact that people agreed to receive your notifications. Do not throw them unnecessary information .
Examples from 7 successful brands
If you can avoid common mistakes and deliver only valuable personalized content, the reward does not make you wait long.
Below you will find examples of brands that effectively use push notifications to increase audience engagement.
Like many other airlines, JetBlue uses push notifications to remind you of the opening of check-in.
After registration, passengers receive the following notification, when exactly one day remains until the departure of the flight. Also, if desired, users can receive messages about changes in the status of the flight.
JetBlue offers valuable and up-to-date content that helps improve flight experience. This approach will not lead to a rapid increase in sales, but it strengthens confidence in the brand and increases the chances of buying tickets for the next flight from him.
It is not surprising that the indicators for responding to push notifications are above all in the industries of tourism and transport (78%). People appreciate when companies remind them of key details that help improve the travel experience.
2. The Bump
The Bump is an application for expectant mothers that sends notifications about the development and growth of their child.
Subscribers regularly receive reports on the size of the fruit (compared to fruit) and the changes to be prepared.
Push notifications work incredibly effectively when you tell recipients what is really important to them. Try to understand what is most important to your target audience, and send them only valuable content.
3. La Redoute
La Redoute is a brand of French fashion that offers a huge variety of products. Its turnover is more than a billion dollars, which makes La Redoute the largest ecommerce retailer in the world.
Push-notifications help to combat the problem of abandoned baskets to the brand. Users of the application receive a reminder if they left the goods in the shopping cart. Each of these messages is personalized and contains a link to the shopping cart, which allows you to quickly complete the purchase.
It’s interesting that the clickability rates for brand notifications are 2-3 times higher than for classic mobile applications.
By personalizing messages and using vivid images, you too can recover lost customers and improve conversion rates.
Ticketmaster uses geotargeting and user visit history to offer them relevant experience.
When determining which types of events the target audience prefers to attend, Ticketmaster segments push notifications and sends personalized offers. All this provides the brand with high conversion rates.
Segmentation is essential if you have a large audience. It allows you to maximize the effectiveness of push notifications.
eXtra is the leading retailer of consumer electronics in Saudi Arabia. The brand’s performance grew by 100% compared to last year, largely due to the new mobile campaign.
Previously eXtra used email messages to communicate with mobile users. But recently the company switched to push notifications, which led to a rapid increase in sales.
During 6 weeks, users who subscribed to notifications returned to the site 4 times more often and spent 2 times more.
With the right approach, push notifications can be a very effective form of communication. They help attract new customers, strengthen brand loyalty and improve long-term performance.
With a huge amount of user data available, Netflix can create personalized push notifications based on browsing history.
The brand also found that sending simple notifications about the beginning of the next series of the favorite series, helps to increase the rates of involvement.
The more data you have, the more effective you can be to personalize your push notifications.
PLNDR is an online retailer of street clothes, which, when creating push notifications, focuses on its customers.
Through the use of several layers of personalization and accentuated content on behalf of the recipients, the brand was able to increase mobile sales by 4%. However, for some push notifications, the engagement rate was above 20%.
Use customer data to determine which products they like, and send push notifications with current offers.
Getting started with push notifications
Push notifications are an excellent tool for offering value to your customers. They help to strengthen loyalty and increase sales. Personalize messages based on user data, keep customers interested, and send only current content.
Since push notifications are a more personal form of communication, they are ideal for communicating with existing customers and reminders of items left in the basket.
You can configure the sending of push notifications through your ecommerce provider or special marketing tool. Good luck!