A push notification is a message that pops up on your mobile device. App creators can send them at any time and they can provide both convenience and value to users (an update of sports scores, weather or traffic information) and also provide a way for app publishers to speak directly to their user (informing the user of an up-and-coming event, such as a flash sale or latest offers, or getting the user to take action e.g. download a voucher or click through to a website or social network).
Push notifications look like SMS text messages and they only reach the user who has downloaded the app. They are becoming more and more important as m-commerce grows and users spend more time shopping via apps – push messages don’t get spam filtered or lost in a busy inbox and click-through rates can be twice as high as email – open rates for push messages are as high as 69% in some app categories.
Push notifications are a direct channel of communication to your customer, but as the app marketplace gets busier over time, you need to ensure your messaging strategy for notifications is measured and tested to ensure maximum opt-in rates and value to your users.
Here we look at 4 tactics to deliver more relevant and effective push notifications
Power words can increase (or decrease) conversions. Sumo.com lists 401+ words that used strategically can crank up your marketing effectiveness by doing 4 things:
invoking emotion (‘dream’ ‘inspiring’
triggering urgency (‘breaking news’)
delivering exclusivity (‘opportunity’)
giving value (‘deals’, ‘sale’).
However, a word of warning! Words that work on some channels such as Facebook or Twitter, may have a negative effect on other channels, such as push notifications. Indeed, some power words can actually ruin the effectiveness of a push notification. For example: the word “win” has a lowly 0.61% open rate, indicating scepticism among users.
Remember, you have a finite amount of characters to convey your messages so write cleverly and smartly.
It is well documented that personalisation works for e-mails (it increases open rates by 152%) but it also increases push notification conversions too, by nearly 800%.
Therefore, to take advantage of this effect, it’s important to divide your users by segments defined by user behaviour, purchasing history and demographics to target them correctly. The average click-through rate for personalised push notifications is over 30%. So remember to address your customers by name and send relevant messages triggered by their in-app activities.
The best time to send
Different weekdays and times of day have different open rates. A recent study found that sending a push notification between 10am and 1pm, rather than before 10am, improved open rates by 66%.In addition, afternoons between 1pm-5pm were the best time to send push messages and Thursday was the day with the most deliveries-to-open ratios.
So it is key to monitor optimal timings and to keep experimenting and measuring times that lead to the most conversions and leads.
Send More Messages
Marketers tended to shrink away from using the push channel when studies in 2015 have shown 50% of consumers found them an annoying distraction. However, the number of push messages has grown by 64% since then, consumers are getting used to them and actually finding them less annoying, not vice versa.
So in a nutshell, push notifications which are more personalised, timely, relevant and feature smart copy will increase your user engagement and ultimately your ROI.