If you have a mobile app, you’re likely familiar with push notifications. These notifications are a key marketing tool for maintaining user engagement and communication. However, excessive use can quickly become a nuisance, causing users to unsubscribe or delete your app. Balancing the frequency and relevance of your notifications is crucial to avoid overwhelming your audience.
For those unfamiliar with push notifications or how to create impactful ones, this guide is here to help. We’ll provide insights on how to effectively use push notifications to enhance your marketing efforts and keep your users engaged. Let’s dive in and explore how to make the most of this tool!
What is a push notification?
A push notification is a type of message that is sent from a backend server or application to your device, appearing on your screen even if the app is not currently open. This system allows messages to be delivered based on specific criteria such as a scheduled time, your geographic location, or your recent activity within the app.
Push notifications differ significantly from in-app notifications or pop-ups, which only appear while you are actively engaged with the app or website. Unlike these in-app alerts, push notifications can reach you at any time, regardless of whether you are currently using the app or even have it open. This feature enables apps and websites to maintain a direct and immediate line of communication with you, making it possible to provide timely updates, reminders, or promotions based on your preferences and behavior.
A quick look at the history of push notifications
Push notifications have been a key feature in mobile technology for about a decade, starting with their introduction on iPhones through the Apple Push Notifications Service (APNS) in 2009. This technology quickly became a staple on most smartphones, enhancing user engagement across the board. Google joined the push notification trend in 2010 with its Cloud to Device Messaging (C2DM) service and advanced the concept in 2013 with rich push notifications, which allowed for richer content including images and videos.
The evolution continued in 2014 when Apple expanded push notifications to the Apple Watch, followed shortly by other wearable brands such as Samsung, Garmin, and FitBit. This expansion created a more personal and immediate connection with users, enabling notifications to reach them on both their mobile devices and wearables.
Types of push notifications
Push notifications come in various forms, each serving different purposes and delivering different types of messages. Here are some common types:
Transactional Notifications
These provide information about specific actions or transactions. Examples include order confirmations, shipping updates, or password reset instructions. They are typically triggered by user actions and are meant to provide immediate, relevant information.
Promotional Notifications
These aim to drive engagement by promoting offers, discounts, or new products. They are often used in marketing campaigns to attract attention and encourage user action.
Reminder Notifications
These serve to remind users about upcoming events, deadlines, or scheduled tasks. For example, reminders for calendar events, medication schedules, or abandoned cart reminders in e-commerce apps.
Engagement Notifications
Designed to keep users engaged with the app or service, these notifications might highlight new content, features, or social interactions, such as likes or comments on a post.
Location-Based Notifications
Sent based on the user’s location, these can provide relevant information or offers when the user is in a specific place. For instance, a retail app might send a notification when a user is near one of their stores.
Behavioral Notifications
Triggered by user behavior or interactions within the app, these notifications can offer personalized recommendations or encourage re-engagement based on past actions.
Alert Notifications
Provide important or urgent information, such as weather alerts, security updates, or system warnings. These are designed to grab the user’s attention immediately due to their critical nature.
News and Updates Notifications
Keep users informed about the latest news, updates, or changes related to the app or service. This could include app version updates, policy changes, or industry news.
Why should your business use push notifications?
Having explored the various types of push notifications at your disposal, it’s important to determine if they could benefit your mobile app or website. Here are some compelling reasons why implementing push notifications might be advantageous for your business.
• Encourage user interaction
Push notifications are designed to enhance user engagement by capturing attention at key moments. They can draw in more customers through timely updates and reminders, encouraging consistent interaction with your brand even when users aren’t actively seeking it.
These notifications offer a non-intrusive method to stay connected with your audience by delivering pertinent information, such as exclusive deals and promotions. By effectively using push notifications, you can significantly boost user engagement—potentially by up to 88%—and reduce the likelihood of customers abandoning your app or website.
• Acquire customer understanding
There’s no question that the most effective way to understand your audience is through comprehensive reporting. Push notifications offer important statistics on open rates and click-through rates, which can help enhance your strategies.
• Keep users interested
Many mobile apps attract numerous users who download them but remain inactive. Push notifications are essential for converting these inactive users into engaged ones. By sending personalized offers, timely reminders, and breaking news through notifications, you can significantly boost your app’s retention rates and encourage long-term user engagement.
• Increase conversion rates
If your users haven’t opted out of your push notifications, you’re off to a good start! The key next step is to leverage these notifications to drive purchases, whether through your app, website, or in-store. By sending targeted messages about exclusive deals or time-sensitive offers, you can encourage immediate purchases and boost your conversion rates.
• Increase conversion rates
If your users haven’t opted out of your push notifications, you’re off to a good start! The key next step is to leverage these notifications to drive purchases, whether through your app, website, or in-store. By sending targeted messages about exclusive deals or time-sensitive offers, you can encourage immediate purchases and boost your conversion rates.
Tips for crafting a compelling push notification
Creating a compelling push notification requires balancing brevity with impact. Here are some tips to craft notifications that capture attention and drive engagement:
Keep it brief and simple.
With limited space on lock screens, make sure your push notifications are concise and impactful. Notifications that are 20-90 characters long generally achieve the best click-through rates. If brevity seems challenging, you can supplement your message with rich media, images, and emojis. Clear communication is also crucial—be authentic and straightforward. Sometimes, the simplest messages are the most effective, as seen with Netflix’s ability to engage users through brief, personalized notifications related to their viewing history.
Create engaging content
When creating push notifications, focus on what your audience wants to know and use visuals to help explain your message. Start with an attention-grabbing headline to make people want to read more. Keep your message clear and direct, highlighting the benefits of clicking on the notification, like special offers or discounts.
Show that others like your brand by sharing your social media profiles and positive user feedback. Use urgency to encourage quick action, such as limited-time offers or exclusive content. Test different versions of your notifications to see which one works best, balancing straightforwardness with creativity to get the best results.
Tailor everything.
To make your push notification effective, it’s essential to understand why the specific recipient would find it relevant, based on their attributes and actions. Personalize every aspect, including the content, frequency, timing, and relevance to their app behavior and interests. Segmentation plays a critical role in this process; by categorizing users according to their profiles and interactions, you can tailor messages to address the unique needs and goals of each group, driving more meaningful engagement and responses.
Track how your push notification campaigns are doing
One of the most exhilarating aspects of marketing is the ability to measure the impact of each campaign you launch. Understanding how well each initiative performs is vital because the insights you gain will inform your future strategies and improve your grasp of your target audience.
When evaluating the success of your push notification campaigns, focus on these four essential metrics: Opt-in rates, which show how many people choose to receive your notifications; Click-through/Open rates, which reveal how many users interact with them; Time on App/Website after notifications, which indicates how long users stay engaged with your platform after receiving a notification; and Conversion rates, which demonstrate how many users complete a desired action following their interaction with your notification.
Common pitfalls to avoid when using push notifications
An effective push notification campaign can greatly enhance repeat visits and channel traffic to your best content, which is definitely thrilling. Unfortunately, many businesses fall short of these benefits due to some easily correctable errors. To help you avoid these issues and fully leverage push notifications, we’ve outlined some common mistakes to steer clear of.
Sending excessive notifications
One of the most detrimental mistakes you can make with push notifications is overwhelming your subscribers with excessive alerts. While this approach may show a temporary boost in engagement, it often leads to a higher rate of opt-outs over time. To avoid this, you should carefully consider your audience’s needs and preferences to determine an appropriate frequency for your notifications. Tailoring your approach based on these insights will help you maintain subscriber interest without causing frustration.
Not using automatic notifications
Without proper planning and automation, your push notifications might reach subscribers at inconvenient times, which could lead to frustration and hinder your campaign’s success. To prevent this, set up your notifications for specific dates and times or match them with your audience’s time zones, ensuring they don’t interfere with their daily routines. Tailor your approach based on your business needs, goals, and offers, and test various times to determine when you’ll achieve the highest engagement.
Excluding expiration
Consider this: your customers receive a notification about a two-day sale with a 50% discount, but a week later, they still see the same alert and discover the sale has ended when they click through. This results in a negative experience and can lead to dissatisfaction and unsubscribes. To prevent this, make sure to set expiration dates for your notifications. By choosing an “expiration time” when crafting push notifications, you ensure that your subscribers receive only timely and relevant updates.
Ignoring key metrics
Marketers often focus on immediate metrics such as click rates, but this can overlook the real success of push notification campaigns. To get a clearer picture of their effectiveness, it’s important to use tools like Google Analytics to track how many users are taking significant actions after receiving push notifications. This method provides a better understanding of how well your push messaging is performing.
Conclusion
Mobile push notifications are a powerful tool for enhancing user engagement and retention by delivering timely, relevant messages even when the app isn’t actively in use. To effectively utilize push notifications, you need to choose the right service, integrate it properly, and request user permissions while ensuring that notifications are meaningful and not overwhelming. Balancing frequency, respecting user preferences, and continuously analyzing performance metrics are crucial for optimizing the impact of your notifications. By following best practices and addressing potential challenges, you can leverage push notifications to drive user interaction and improve overall app success.
