6 Ways to Improve Web-Based Push Notifications
Web-based push notifications are an effective marketing tool — especially when used correctly. By employing some best practices surrounding web-based push notifications, your business can maximize your customer engagement, one push at a time. One of the greatest things about web push notifications is that they are relatively easy to implement and optimize. Use the following tips to make the most of your pushes and connect with your customers and prospects in a high-impact way.
1. Use Smart Segmentation
Sending one-size-fits-all pushes risks alienating some users and is not an optimal use of precious customer interaction moments. By segmenting your subscribers into appropriate groups and targeting the pushes they receive, you help to ensure that they get the right message at the right time. No one wants to receive a push notification in the dead of night, or a message that’s better suited to their neighbor. Grouping your customers based on attributes such as location, time zone, age, website pages visited, previous purchases, and interests will allow you to send fresh and relevant notifications to each segment.
2. Time It Just Right
Proper timing is critical when it comes to reaching customers effectively. Not only should you account for the time zone of particular users, but also keep in mind when they would be most likely to respond to your calls-to-action. While some subscribers may respond to notifications sent out during work hours, other groups may need to be reached during their leisure time. Timing your push notifications properly comes down to understanding your subscribers and their relationship with your brand.
Fortunately, you don’t need to spend your time researching the push habits of each and every one of your subscribers. It’s simple to set up multivariate tests to determine the best time of day to send pushes in conjunction with time zone scheduling. This also means that your push notifications become more effective with each iteration. Pushnami can deliver personalized notifications at just the right time, every time.
3. Offer Time-Sensitive Deals
Web-push notifications work particularly well to create a sense of urgency and inspire users to act quickly. You can assign a Time-to-Live your push notifications to make it so they disappear after a particular deal is over. This helps to maintain subscriber enthusiasm over your notifications — they know that whenever they see a push purporting a time-sensitive offer, the deal is still on. You can further refine these limited offers by making them available only to select subscriber groups, such as repeat customers.
Whenever you create a time-sensitive offer, make it clear that it is only available to your browser push notification subscribers. This increases the value that your opt-in has. As more subscribers share the types of exclusive offers that they’re getting, the “fear of missing out” will drive more users your way. Treat your subscribers like VIPs and they will feel good about giving you more business.
4. Create Triggered Notifications
A triggered push notification is one that is sent as a response to a user action. You can use your pushes to guide the customer journey at every step, especially if they ever get stuck. A timely web push notification can be just what it takes to encourage a site visitor to press the checkout button, or to revisit your inventory to find their new favorite product. In addition, if it seems like a user needs help, you can use a push notification to offer assistance.
5. Automate Your Content
Unlike other marketing channels, push notifications do not require a large time investment up front if you’re smart about it. Avoid sinking valuable time and effort into crafting notifications – AI technology allows you to effortlessly create uniquely tailored push notifications. Not only can you assign variables to include a subscriber’s name or location, but you can automatically personalize the products offered and the discount percentage. In this way, you can send out one-of-a-kind automated push notifications that fit the specific needs of your subscribers. This happens all on its own with Pushnami’s machine learning system, so you can rest assured the sharpest notifications are making their way to users while you focus on your other engagement priorities.
Just because you automate your content creation doesn’t mean that your pushes need to look robotic. You can still use your own brand language within your notifications and automate only the personalized variables. This means you can easily maintain a consistent company lexicon, no matter who your pushes are sent to and what they are promoting. Since Pushnami can easily identify users across a variety of channels including email and Facebook, you can provide a unified user experience no matter where consumers interact with your brand.
6. Socialize Your Pushes
Your web push notifications can even extend into the social media realm. With SocialPush, you can send push notifications through Facebook Messenger and reach users across a variety of devices. They can respond to your push notifications like they would any other message, moving users along on their journey towards a conversion.
One of the most useful and important elements of SocialPush is its ability to reach iOS users. Browser push notifications are disabled on iOS, meaning traditional push channels miss this critical market. Only with Pushnami can you send out pushes to iOS users through Facebook Messenger, in a unified campaign along with your other browser push notifications. Finally, your pushes don’t have to be limited to only Android and Windows users.
Push It Right
If you’re using Pushnami for your browser-based push notifications, you’re already ahead of the game. By taking advantage of these push notification tips, you’ll be making the most of this revolutionary platform. Take the time to perfect your pushes and your brand will surely see results.
Are Web-Based Push Notifications Better Than Email Marketing?
Email marketing is a tried-and-true way to get the word out about your brand. However, when you consider the large amounts of emails that the average user receives, combined with an increase in automatic sorting (when’s the last time you visited your “Promotions” folder in Gmail?), it’s clear that businesses need to explore a new way to reach customers. Enter web-based push notifications.
Email and Web Push Notifications: Apples and Oranges?
Web push notifications are by no means the end-all channel for marketing success, but without them you’re missing out on a well-rounded marketing strategy. Marketers know that emails are the go-to channel when it comes to conveying big blocks of information, and virtually everyone uses it. When you’re looking to make an impact and a fresh impression, however, what you need is a web push notification. Web push notifications show up front and center with high visibility for your users, whereas emails end up ignored or weeded out into secondary folders. To leverage the benefits of both email and web push notifications, tapping into the best of both strategies for your multi-channel marketing strategy is advisable to any brand looking to promote themselves effectively.
Let’s dive into the pros and cons of each marketing channel, so you can decide when to send out an email blast and when a web push notification would be better suited to your goals.
The Strengths and Weaknesses of Email
Email remains one of the most popular online marketing channels, though some marketers perceive it as outdated. Emails are great when you want to send out evergreen content such as receipts, newsletter updates, event schedules, instructions, or other detailed messages that users may not need immediately but will likely want to be able to search for quickly at some point down the line. These are often less personalized messages that include lots of information and lots of, you guessed it, text. This means more editing and more time invested overall in creating the content.
If you’re looking to use emails to capture the immediate attention of users, there’s a chance your message might miss the mark. Automated sorting methods such as Gmail’s “Social” and “Promotions” folders have made it less likely that business emails rise to the top in a user’s inbox. Still, modern mail automation and delivery tools help to make sure that emails are being received at the right time, while avoiding the spam folder.
The emerging phenomenon of web push notifications is giving marketers an avenue to more effectively reach customers — right here, right now.
The Power of Web Push Notifications
A web push notification appears immediately to the user, across both mobile and web devices. While they can only convey a small amount of information, they are great for calls-to-action and letting visitors know about time-sensitive promotions. This limited space, by design, also forces you to get to the point (which can be as straightforward as linking to your brand). Push notifications have higher click-through rates than emails, so more of your users end up exactly where you want them.
Since only one web push notification can be presented at a time, they are always fresh. Notifications are aimed at being relevant to the user in the moment — they’re not meant to be filed away for later like an email might. Assigning a Time to Live (TTL) to your notifications means they will disappear after a certain amount of time, whether or not the user views them. This helps to avoid presenting outdated offers or stale information.
A Time to Push
Because of their immediacy, timing is everything with a web push notification. With emails, you may send out a blast overnight expecting users to check their inboxes in the morning, but pushes should only be delivered when you intend them to be read. Sending out a 3am push notification may not be appreciated by someone who has left their phone sound on overnight!
To account for this, push campaigns require a level of personalization and segmentation to ensure you’re reaching the right users at the right time. Fortunately, there are systems to help you find the best delivery time. Using a service that prepares a combined user profile is best, as it pulls together user engagement data, so you can target your email and push notification delivery effectively. Pushnami’s Machine Learning targeting improves your email and push performance by automatically adjusting content and delivery attributes to reflect the personalized preferences of users.
Push Now, Email Later
In essence, web push notifications are meant for when you want to engage a user in the here-and-now. The visibility and time sensitive nature of push notifications reminds lapsed users of your brand and creates a valuable sense of urgency in potential customers. If you consider that effective marketing is all about capturing the attention of the public in the moment, then web push notifications are indeed a more valuable marketing channel than email.
In reality, email marketing isn’t going away anytime soon. Still, marketers need to adjust the way that they utilize email marketing in order to maximize benefits from both emails and browser push notifications. Emails are no longer the go-to for urgent or time-sensitive messages — take advantage of their strengths conveying larger amounts of information and let the push notification marketing channel take its place as the most effective way to capture the immediate attention of users.
Weaving It All Together
Email marketing and web push notifications do not have to be completely independent systems. The rich data gathered from each platform can inform the other, resulting in more effective marketing strategies and data analysis overall. Pushnami’s Browser-Based Push Notifications seamlessly integrate with email data. The end result is a stronger digital footprint, across channels and devices, that will benefit your entire marketing strategy.