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Why We Love Push Notifications (And You Should, Too!)

  • 06.12.2016
  • News,Tips

Are you trying to pull-in increased user engagement for your app? Embrace Push notifications!

A push notification is an instant text message that pops up on users’ mobile display screen. Users need not be in the app or using the app to receive these messages. Smartphones users can go through the text without even opening the message. Only condition is that users need to have opted-in to receive notifications. Users can read the message, click on the notification and reach the app (or available product or website). The only concern here is the judicial use of push notifications – quite essential to avoid pushing users away from your app.

Push Notifications and In-App Messaging – A Quick Note offers interesting outlook on both the messaging strategies.

Here you are going to get meaningful insights on the benefits of including push notification in your app promotion efforts.

Don’t Push Away Push Notifications – Why?

Push notifications are considered to be the best avenue to establish a perfectly balanced real-time communication strategy with the mobile app users.

1. Enhance engagement and retention

Push notification is an excellent way to engage hundreds of users within a second. You can drive users to perform the desirable action instructed through the alert. It reminds users of an app that has not been used for a while. Smart push messages can instill the desire to try it once again. App abandoners can be brought back successfully with tailor-made push notifications.

For instance: The Talking Angela game app sends notifications at random times after you leave the game. By sending pop ups like, ‘I am hungry, feed me, ‘I am awake, brush my teeth’, ‘I am bored, play with me’ etc. the app invites you to check the game again and continue playing.

2. Help retailers in keeping their customers updated

Push messages are effective in enticing your customers to come back to your business. Small businesses can enhance ROI by attracting loyal customers and retaining them for a long time. Small business owners can send latest updates on discounts, coupons, redeemable items, freebies,promotional codes, and other marketing campaigns. You can even send alert to customers when certain products have almost sold out.

If the user opens the text, they can straight away go the business app or website to get more info. They can get to know about offers and discounts on items that interest them in a straightforward manner. It is beneficial for retailers to encourage their users to opt-in to receive push notifications.

3. Augment customer flow into retail shops

If you are a small business owner and has a business app, sending push messages could enhance customer inflow into your store. By using geo-targeting, you can send alerts/coupons to clients when they are near your store. This will attract them to drive-in to your store and make purchases.

You can appeal your clients through push alerts, if you are able to offer the right information at the right time.

Real estate companies can send push messages at the right time, when the registered user is near a specific area where suitable properties are available.

4. Tackle the problem of abandoned shopping cart

Cart abandonment is a persistent problem faced by online retailers. Push messages are a medium through which this issue is addressed by many online retail giants like Amazon. According to the independent web usability research organisation, Baymard Institute, the cart abandonment rate is 68.81% as of October 11, 2016. This is a gross rate in terms of lost revenue. Potential customers might have left the cart due to a variety of reasons at that moment.

This problem of incomplete online purchases can be addressed through relevant in-the-moment messages to bring clients back to your online portal. Push messages alerting them about the item left in the cart might help in making them complete the purchase. Free shipping and other rebates can be offered to help them make the choice.

5. Better performance than emails

As per reports, push notifications are read by 95-97% of users, whereas email notifications are read only by 4-5% the users. Compared to push notifications,email notifications are opened at a slowest rate. In many cases, they get deleted even before opening. The response rate to the push notifications tend to be greater as they interact with their target consumers in a straight forward manner.

6. Favoured by users

Push notifications will reach the mobile phone screens of users only if the users allow, i.e. if they opt-in for it. This opt-in/opt-out feature gives control to users over these notifications. The user can make the choice at the time when they installs the app.

It should be easier for the users to change notification settings within the app. Many users tend to delete the app altogether rather than going through the laborious task of mining through different layers to change the settings.

7. Relevant messages to targeted users

As we all know, users behave differently in app. Therefore,sending a common push notification to all of them could damage your integrity.

If you send targeted messages:

  1. You can glean enough insights on customer activity through smart analytics.
  2. You can track the interaction times, the most engaging instances for the user inside the app, the most interacted features of the app etc. This could be quite handy in designing a better user conversion funnel
  3. You can create groups of app users falling under various categories and craft suitable push messages.

These types of behaviour-based push notification will appeal to the users and they will react favourably.

Don’t Dos in Push Messaging

You will be super excited to use push messages to increase lifetime value (LTV) of app user. But there are certain practices you need to abstain from.

Don’t be pushy when it comes to push messages – Be careful not to turn your series of push notifications into an annoying and intruding episode for the user. If users feel that the messages are irrelevant and pushy, they will uninstall your app from their device.

Avoid wee hours: It is true that we cannot nail the most appropriate time to send push notifications. But you can avoid sending them in the wee hours, for instance, 4 O’ clock in the morning or late nights etc. Disturbing your users when they are not ready to be nudged will lead to quick app deletion. As a general rule, Mondays are usually avoided taking into account the demanding nature of the start of the week.

Summing Up

A meaningful push notification content and schedule can be set if you are really interested in studying your target customers’ needs and app performance patterns. Syncing push messages with other marketing strategies such as email, in-app messages etc. is advisable.

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