Push Notification: How To Win Customers In 4 Simple Steps — Acquire, Convert, Engage, & Retain
Push Notification is a message that is delivered on your mobile device or browser by an app/website — whether you are active on the app/website or not. In the technical terms, push notifications are the internet-based communication that allows the apps and websites to deliver clickable messages on the device screen.
A common example of push notification is the notification that you receive from your chat app when someone texts you. Regardless of if the app is running or not, when someone sends you a text, your device will show a notification to update you about it. Similarly, other segments of the app can use this solution to notify the user about their product, available discounts, recent update, cart update, price fall, discount, back in stock and more.
Push notifications can be customized to display text and images along with smooth adaption to the device and platform, be it mobile, desktop browser or in-app notifications.
Why Push Notification Matters?
So, while push notification sounds fancy with the description, but what makes it an effective solution for the marketers?
Push notifications can be used by marketers as a tool to reach users directly on their own media. With a smart and personalized strategy, push notifications can gain higher Conversion Rate, Click Through Rate, and other metrics.
While other benefits exist, some of the clear benefitting differentiation for Push notifications are as follows:-
Ease of Delivery
Push notifications are compatible with different operating systems, which enables a smooth delivery. So, not only it gains the attention of the users but also delivers a quality user experience, which is critical in marketing. In a time where consumers are present across devices, push notifications to unify and connect consumer engagement across devices.
Real-time Delivery
Push notifications are delivered on consumer’s devices — be it mobile or desktop browsers, or even mobile app notifications. All that it needs is an internet connection, which ensures instant delivery to the devices that have an active connection.
Transparent Reporting
Since the push notifications are clickable messages that appear on digital devices, be it over app push or ever browser notification, marketers can track the performance of notification campaigns. An entire funnel can be created and that makes it a valuable channel over owned media retargeting.
Personalized Messages
Along with customization for the device and operating systems, push notifications can be personalized with the user behavior. If the user data (such as name, product preferences, etc.) is available, push notifications can use them to make it more appealing for the users that it customer personalization. Moreover, you can even customize the notifications to be delivered for the most effective timing — which could be different for each user.
Audience Segmentation
Aided with a proper backend algorithm, you can run the push notification campaign for the segmented audience. It will allow you to target the audience as per their behavior and preference to enhance the ROI in your campaigns. A new user could be sent a different message and a high lifetime value user could be sent a different one.
Simple and Automated
Most of the leading push notification service providers offer a simplistic dashboard to plan and schedule your campaign. Some of them even offer a dedicated account manager to set up the campaign along with in-house creative solutions to make the notification more attractive.
4 Steps to Make Best Use of Push Notifications
Push notifications can work as a marketing solution for you to tap into any user at any stage. Here is a quick guide at how push notifications can do the work for you.
Step 1: Acquire
Push notifications can work even on the users, who have not even converted. You can even run opt-in campaigns to gain user permission to approach them with notifications. Depending on internet history and intent shown on your website or app, push notifications can show the relevant messages across platforms (browsers and apps over desktop, iOS, and Android) to attract the users. Push notification can then convert a visitor into a valuable customer.
Step 2: Convert
You can use push notifications to attract and convert users by offering them custom messages, such as discount offers. Utilizing the available information of the user along with dependent targeting (based on their location, activity behavior), you can enhance the chances of conversion. Price drop alert, back in stock, sale, back in stock, etc are some sample uses cases that could be implemented.
Step 3: Engage
Depending on the business, you can schedule the notifications on the web or app aligned with the interest of the user. With the gathered user data, you can enhance the engagement rate by serving them with relevant content, like asking for feedback, etc.
Step 4: Retain
Push notifications play a crucial role in retaining and enhancing customer lifetime value (CLTV). You can notify the customers about various offers, discounts, related products to their interest, and more to retain the customer and enhance upselling opportunities.
Summarize
You can plan a marketing cycle for the users to entertain them with the appropriate notification at various stages. With a consistent tracking of the campaign performance at various stages, you can look for the methods that deliver better results and keep on optimizing the performance, Some of the push notification providers even over AI and Machine Learning solutions which enable an auto-optimization for the campaigns and saves more on the manual efforts.
The article titled “Push Notification: How To Win Customers In 4 Simple Steps — Acquire, Convert, Engage, & Retain” was originally published on Vizury.
