6 ways advertisers use push notifications
Email still carries a lot of weight for advertisers. Web push runs on the same kind of automation, and it doesn’t compete for space in the inbox. You can segment it, personalize it, and trigger it from what people do on your site. Subscribers opt in through a browser prompt. They don’t give you a name, an email address, or a phone number to do it.
The Push API works across the major browsers. On iPhone and iPad, web push works only for sites the visitor has added to the Home Screen (WebKit). Plan your reach with that in mind.
Here are 6 ways advertisers put web push to work across the buyer journey.
Send a welcome notification
The first moments after someone opts in are when your brand is freshest in their mind. Send an automated welcome notification to every new subscriber. Thank them for opting in, then ask for a single next step. Point them to a webinar, a new guide, the cart or form they left, or a page that already converts well.
Follow up with a welcome series
A single welcome message is a good start. A short series does more. Space a few notifications over the first days or weeks after opt-in. Use them to show what your brand stands for, what makes your offer different, and where to find your most useful content. End the series early for anyone who takes the action you wanted.
Recover abandoned carts and browsing
Most shopping carts never reach checkout. Baymard Institute’s running average of published studies puts online cart abandonment at about 70%. An automated push campaign reminds shoppers what they left and links them straight back to it.
The same trigger works for browsing. When a subscriber views a product or category and leaves without acting, send a notification that takes them back to that page.
Recover abandoned forms
Long forms lose people partway through. An abandoned funnel campaign retargets subscribers who start a form and don’t finish it. Set the trigger on the first page of the form and the target on the page that confirms completion. If the subscriber doesn’t reach the target within the time window you set, the notification sends and brings them back to finish.
Win back inactive subscribers
Some subscribers stop clicking. Build a segment of people who haven’t clicked or visited in a set period, and keep it updated from your site data. Send them a recurring message with a clear reason to come back. Stop sending to the ones who never respond.
That last step matters more than it used to. Chrome on desktop and Android now removes notification permission from sites that send a high volume of notifications and get very low engagement (Google). Sending less to the people who still engage lowers that risk.
Promote new content from your RSS feed
Connect your RSS feed and send a notification each time you publish. New articles reach subscribers while they are current, and your content earns steady return traffic. Use segments and frequency caps so each subscriber gets the topics they care about, at a pace they welcome.
Reach subscribers beyond your own list
These 6 plays run on the subscribers you collect on your own site. To reach opted-in subscribers beyond your list, you can buy push and SMS traffic from Pushnami. 1,000+ publisher websites run Pushnami push. Pushnomics, our AI engine, picks the offer and the send time for each subscriber, and new ad creatives go to human review before they serve. See push and SMS traffic for advertisers.