Building a Better Push Notification Strategy
What does your user see when you push?
“What is my push notification strategy?” That is often the first question businesses new to push notifications ask, and it is one that requires quite a bit of thought. While every strategy will be different in the details, there are a few overarching themes that every successful browser push notification strategy follows.
It starts with where you want to go. Businesses get into push notifications for a variety of reasons. You could be looking to prompt customers to pick up abandoned carts, to boost overall business, to drive more sales, or simply to bring a larger audience to your blog. It is important to pick a few goals early as the foundation of your strategy. You can configure a push notification for anything you want, but you can only do that once you truly know what it is that you want.
When Should You Push?
The next step is to figure out how often to push. Push notifications sent too frequently can quickly become just another form of spam to your audience. Fortunately, browser-based notifications are different in that your audience has to agree to them and opt-in. So, ask yourself where you most want people to look, and figure out what your audience is already focusing on.
A good example of this is pricing. Push notifications are ideal for price tracking and sales, and many of your customers will likely appreciate a simple tool that lets them track costs as they go about their day. Be upfront about frequency and, when possible, let your customers determine the frequency and timing of notifications. Your customers will appreciate it.
How do you get attention?
When deciding what to push and where, remember that first you need to segment your audience. In a lot of ways, this work is already done for you. You know what pages of your website draw the most traffic, what gets the most attention on social media, and other data that lets you segment your audience. For sites selling products, for example, some simple segments include wholesale vs. retail, regular customers who buy from you on a set schedule, and infrequent customers you might see once or twice a year.
Here are some examples of how to segment your audience. You could set up push notifications to remind regular customers of when to re-order. Alternately, when you notice increased traffic from infrequent customers, offer to push them a coupon to see if you can prompt conversion and thereby increase your revenue. How you choose to segment your push notifications will depend on your business and goals.
Push notifications are short. However, as Twitter and text messaging have proven, punchy copy fits into any character limit. While not every push notification lends itself to a joke or an insight, your customers react better to messages with a distinctly human touch. Creative push copy gives an appealing face to your business.
Ready to build a better push notification strategy? Sign up for Pushnami today!