Just like Facebook and Instagram pair well together, so do email and push messages. When constructing messaging for your marketing campaign, it is wise to look at each channel you are using and how they fit together. Some channels complement each other and others contrast, so a good strategy picks the channels that are most compatible. Each marketing platform serves a different purpose, and in some cases, a different audience. Knowing when and how to use email and push notifications together is key to launching a strong campaign.
Why Email And Push Complement Each Other
Email and push notifications cater to the same group of users: highly motivated fans of your business that volunteer to receive messages from your organization. Their opt-in is incredibly valuable – and whether they want alerts sent to their phone, their desktop, or their inbox, Pushnami can help.
You gain the most value from email and push notifications by pairing their strengths. Suppose, for example, you are announcing a new product. There is only so much information you can fit into a push notification, and email marketing is only so visible. Therefore, you use push notifications to announce the news, and use email to fill in the details.
The push notification tells you the product is here; the email tells your biggest fans what it does and why they want it. The push notification is like a trailer for the movie, while the email is the in-depth interview with the stars and the director. Each platform serves a different purpose, but when done strategically, they complement each other seamlessly.
Pairing Email And Push Notifications: Best Practices
Placing Your Strengths Front and Center
Web notifications and email have their strengths and weaknesses. Web notifications are perfect for sending short, time-sensitive messages to catch the subscriber’s attention. Emails, on the other hand, tend to be more in-depth and content-rich.
If time is of the essence and you want to create a sense of urgency, web notifications are the perfect solution. Whether you have breaking news or a flash sale to notify customers about, push is the quickest way to reach your customers. Since browser push notifications can pop up on mobile devices, subscribers will see your message, even when they’re on the go.
When you send an email with time-sensitive information, you risk subscribers opening the email too late. Most people sit down to read through all of their emails in one sitting. With push, however, subscribers read the message as soon as its delivered. Push notifications are most effective as immediate reminders or calls-to-action. Use push’s urgency and concise nature to catalyze your subscribers and rely on email’s depth and richness to put all the ideas out there.
Determining Success by Medium
Success for your push campaign may look different than what success looks like for your email campaign strategy. Emails and push notifications are two completely different marketing platforms with notable differences in the audiences you are hitting. Therefore, each campaign should have its own specific goals. Perhaps you use push notifications with the ultimate goal of higher conversion rates, while your email marketing goal is to increase open rates. Establishing your goals up front will help you craft your campaigns accordingly.
Campaigns Should Stand on Their Own
When implementing both a browser push strategy and email marketing strategy, it’s important that each campaign stands on its own. For example, if a user subscribes to your emails but not your push notifications, they are still able to understand each email they receive.
As a best practice, always assume that none of your customers subscribe to both emails and push notifications. Each campaign should have its own message that doesn’t need any context to understand. While you can use similar topics for each, try to tailor each campaign to its specific audience using best practices for that platform.
If you have a new blog post you would like to promote, use push notifications to let subscribers know the blog is posted and use emails to give them more information about the blog post before encouraging them to click on it. While each campaign is about the same subject, they are able to stand alone.
Follow Best Practices For Both Web Notifications and Email
Each type of campaign will have different best practices to get optimal results. Sending multiple push notifications a day might be okay for your push audience, but if your email audience receives more than one email each day, they might unsubscribe. Pay attention to what each individual audience responds to and tailor your campaigns based on the information learned.
Timing is important for both web notifications and email. Web notifications and email each have their own specific times where users have a higher open rate. Optimize your campaigns accordingly to help deliver the best results.
Follow other best practices for each campaign by respecting the rules of copy and branding. Push notifications require short and attention-grabbing copy while email has more room to expand on a topic. Make sure your brand and copy are consistent across the board.
Keep Copy Consistent
A punchy email headline does not necessarily make for a great push notification, although with a rewrite it can be. Choose one or two ideas, phrases, or words to theme your copy around and work from there. Follow this tip for each of your campaigns. Your brand should have its own voice that is consistent throughout all copy on your website as well as marketing.
Drive Campaigns to The Same Page on Your Website
Ideally, both your email marketing and push notifications should drive users to the same place. This will not only save you time from creating multiple landing pages, but it will help you see results faster. It makes more sense to put all of your energy into one idea versus putting a little bit of energy into multiple ideas.
Once you come up with a campaign idea to drive traffic to one page on your website, brainstorm how you will market this across web notifications and email as well as other marketing channels. Draw ideas for copy and media from that page to maintain consistency across the board. Use this approach to create other marketing campaigns down the line.
Use Other Marketing Channels
No marketing channel stands alone. While you will need to carefully mix and match your marketing channels for each campaign, you will find that email marketing and browser-based push notifications are often the perfect pair to start a successful campaign. Get a free trial of Pushnami and start experimenting with pairing email and push notifications together today!
