push notifications

6 Rules When Using Push Notifications in Marketing

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Push notifications are the latest, most personalized version of communication in the mobile world today. They allow customers to have a better understanding of your brand. They’re effective for reengaging with dormant users and helpful in creating a personalized marketing strategy.

Here’s why you should use push notifications, along with the six rules on maintaining usage.

Why Use Push Notifications for Business?

Push notifications are an excellent way to stay in touch with your audience. A study by Airship shows push notifications have a 60% opt-in rate and can benefit your business in numerous ways:

  • Promotes products and services
  • Guides users to your social media channels
  • Builds brand reputation and trust through insightful content
  • Encourages users to interact with your site
  • Supports restoration of abandoned carts from retailer apps

Another critical factor for using push notifications is it creates personalization within your marketing techniques. General mass marketing is dying out, and personal engagement is becoming the key to meeting objectives today. With that in mind, it’s essential to maintain relevance when sending out push notifications.

1.   Maintain Relevance

One surefire way your audience will turn off push notifications is if you send a batch of notices without relevance. To keep push notifications viable, segment your audience so you’re targeting in the most personalized way.

The best possible method is to curate a demographics and user behavior strategy. You can build a plan by analyzing your data and then using it to target specific groups.

One example of personalized communication is creating a welcome message once a visitor converts to a subscriber. You can automate these messages immediately after someone subscribes to your push notifications.

Once they subscribe, you can tailor a personalized message by showing them how to use your platform and highlighting features.

This form of relevancy has the user in mind and speaks to them personally.

2.   Push to Maximize Opt-in Rate

Users must understand the benefits of receiving push notifications. This offers a reason why they’ll want to hear from you.

For example, an airline company can tell users they’ll be reminded to check in for their flight. They will receive a pleasant reminder one day before departure. This shows that users have a valid reason for opting in to push notifications.

Avoid setting up the standard opt-in that users see when they first open your app. This setting can often confuse people and create a negative impression, mainly when they first use the app. They may opt out before they even understand the process.

3.   Optimize for Sales Conversions

E-commerce owners must deal with abandoned carts daily. Users will often shop around, add a few items to their cart and leave without finalizing the purchase.

One way of retrieving lost customers is to use a push notification that contacts app users when they leave the store with a cart of unpurchased items. You can personalize each message and include a link to complete the sale.

By personalizing a message and sending an image of the items they’ve forgotten, you can increase your conversion rate significantly.

4.   Be Timely

Receiving a push notification every few minutes could be one reason why a user will opt-out or turn this function off. There is no one-size-fits-all method to when you should send out a push notification. However, marketers normally miss out on potential website engagement and conversions by being untimely.

Business owners should master the timeliness of push notifications by setting up the right frequency. Sending out messages at the ideal times will prevent users from turning off notifications.

For instance, e-commerce brands will sometimes send out three to four notifications in a day when a sale is happening. Finding out how frequently your customer shops online will determine how often you contact them.

5.   Create Communication They Care About

Push notifications tend to work best when it pertains to something your audience truly cares to read.

For example, say you’re a company that caters to parents-to-be. Generally, your audience will want to know every possible thing about their unborn child. Therefore, you send push notifications about the size of their child and what to expect in the coming weeks.

Your audience will be more likely to open these notifications rather than something promotional. When sending them out, consider something of most value to your audience. High-value messages can increase your mobile app’s retention rate three to 10 times.

6.   Maintain Consistent Communication

Sending too many notifications might push your audience away, but too few can come off as neglectful. To maintain consistent messaging, you must have a good balance of regularity.

Companies can focus on creating a strategic line of communication. This strategy is where your customers will expect to hear from you regularly. Users will be happy to receive your notifications, especially when they perceive them as relevant and valuable.

Start Using Push Notifications

Push notifications are a helpful way for you to build relationships and reopen a line of communication with past customers.

They can be a valuable tool for your business when used correctly. Sending personalized messages is an excellent way to enhance your brand loyalty and conversion rates. Additionally, the more relevant you keep your content, the more engagement you will receive.

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