How to send proximity push notifications that don’t annoy your users
The most effective ads are the ones that are targeted and specific to the audience, based on a variety of factors. Advertising platforms like Google and Facebook are perfect for targeting users based on what they are interested in, while proximity marketing helps target users based on where they are and what’s around them.
When used properly, proximity messaging creates powerful and engaging experiences. (Not to mention extremely profitable)
Unfortunately, most proximity campaigns are more spammy than helpful which results in users opting out of location and/or notifications entirely.
When creating effective proximity-based campaigns, consider these questions.
- Am I fitting in to my user’s life at this point in time?
- Is my push notification actionable?
- Am I spamming my users?
- Am I helping create a better experience for my user?
Am I fitting in to my user’s life at this point in time?
When your messaging naturally fits in the user’s life, it becomes “helping” instead advertising.
Even a simple lack of understanding when your user is entering an area can spell trouble.
Yeah free drinks sound nice. Except it’s 8am….. and I’m on my way to work.
(Turns off future notifications)
So, what does it look like to “help” instead of blindly advertise?
Let’s say you have a networking event app. You could automatically check in users when they enter the building (avoiding a lengthy check in process) and send them a notification like this.
“Welcome to Tech-stravaganza! We’ve already checked you in. Swipe to see who else is here.”
By automating a mundane process, and notifying them that they don’t have to wait in a long check-in line, you’re not only fitting into their lives, you’re making it infinitely better.
Is my push notification actionable?
Aside from fitting into your user’s life, if you’re sending push notifications, they should be seen as actionable. Again, this requires you to really understand your users and give them something to accomplish through your message.
You don’t want to send them irrelevant information just to try to get them on your app.
For example, If you user is in New York, don’t send them a push notification for the best places to eat in Scottsdale, AZ.
Take this notification sent by the NFL. This is a great example of an actionable experience that understands its user base. If you’ve downloaded the NFL app, you’re more than likely a fan, and more than likely would want to see the Lombardi trophy and take a picture with it.
Am I spamming my users?
Can you imagine getting a message every time you walked by a Starbucks?
“You just passed the Starbucks on 58th street, Grab some coffee!”
“You just passed the Starbucks on 59th street, Grab some coffee!”
“You just passed the Starbucks on 60th street, Grab some coffee!”
“You just passed the Starbucks on 61st street, Grab some coffee!”
“You just passed the Starbucks on 62nd street, Grab some coffee!”
Your phone would be going crazy — and so would you.
That’s why it’s extremely important to understand that not everyone walking into an area will want to be sent a push notification.
Knowing how your users are interacting with the world will serve you better in having an effective proximity campaign.
For example, if you’re a coffee shop like Starbucks, instead of trying to get everyone outside of your store to come in with a push notification, why not (seeing as more and more people are working out of coffee shops) focus on the people already inside the store working from their laptops i.e. up-sell customers by sending them a notification for $75 cent refills after they have sat there for 45 minutes.
Am I helping create a better experience for my user?
This is by far the most important question you need to ask yourself when starting a proximity campaign. The whole point of a business or service is to help the end customer, right?
Location based experiences have the ability to create amazing interactions that bring people out of their phones and into the real world. Instead of focusing on keeping your users glued to your application, augment their real world experiences with some help from your mobile app.
Want to start creating better location based experiences for your users? Get started with SpotSense and start connecting your users to the real world.
