Which Push Notifications Do Your Customers Want to See?
With the right timing and content in your push notifications, you can make customer interactions more productive, ramp up engagement, and provide exactly the type of messaging your audience wants to see. Here’s how.
Push Notifications 101
Push notifications are browser-based and can be sent to Chrome, Firefox, and Safari on desktop and mobile devices. Notifications are sent while a user is active on their browser, which is the best time for engagement and conversion.
Push Notifications And Effective Marketing
Customers want an encouraging voice to urge them along. When you are crafting your push notifications, make them encouraging, and use them to guide your customers to strive toward a value or goal. Using the information you have gleaned about your customers, you can design your push notifications to provide data that offers real value to them.
Informative Push Notifications
Imagine that you are a car dealer with customers seeking a specific make and model. With push notifications, you can alert them immediately when that make and model arrives on your lot, and even automate it so that once that information is entered into your back-end system, the notification goes out.
Locally-oriented alerts and push notifications that focus on a customer’s specific needs help your customers by anticipating their needs and allowing them to fulfill those needs easily.
Transactional Push Notifications
Push notifications can also be used to offer price alerts and deals. Go back for a moment to the illustration of the car dealer. When customers are looking for a new or used vehicle, they know that they are looking at a large expense. Sending your customer an alert via mobile device with a daily summary of vehicles that fit their specifications makes your notification useful in multiple ways.
Showing customers you’re anticipating their needs and are working on their terms builds loyalty. Get customers to sign up for push notifications, and you will greatly increase their connection to your brand and their desire to buy.
Build Loyalty With Push Notifications
Another excellent way to use push notifications is to provide information designed to nurture customer interest over time. Some purchases, especially those that are on the more expensive side, call for a bit more customer nurturing. Push notifications that remind customers to keep on searching where they left off or give them a sense of the trends in the industry will help add information to their data bank.
Regardless of your industry, you can use push notifications as reminders for your customers and to engage them and re-engage them on topics of interest.
Are you curious about how push notifications can enhance your connection with your customers? Be relevant, be helpful, and offer your customers a deal that really fits. Sign up for a live demo!
How to Build More Effective Drip Campaigns in 2019
Drip marketing harnesses the power of automation and segmenting by sending out a set of messages on a schedule or tied to certain triggers. If you sign up for a service, you’ll almost always get a thank-you message, followed a day or two later by some form of follow-up. Drip marketing, however, can be far more than just common courtesy. Here’s how to get more from it in 2019.
Audit Your Schedules And Triggers
As noted above, there are some fairly common forms of drip marketing: Sending a survey to customers after they make a sale, the thank-you message for signing up, the “new customer discount” message, and many more. Since these are automated, there’s often an attitude of “set it and forget it.” Instead, look closely at the metrics over time and collate them with other data. If your new customer discount message, for example, isn’t converting, it’s time to revisit it; or if it converts, but time spent on your site is low, you need to reconsider how you introduce your content on the landing page.
Similarly, you should revisit your schedule list and trigger list to look for new opportunities. If you find customers are buying first one product, then another, for example, you might consider creating a trigger promoting that second product.
Segmenting is fundamental to any marketing initiative. As your segments become more precise, especially through your value proposition for browser-based push notifications, you should look at those segments and see if your drip campaign fits their needs. If you sell outdoor gear, you should market differently to hikers and rock-climbers, after all. Remember that you may find segments within segments; some rock climbers prefer to use an indoor gym and are buying equipment from an outdoors shop, for example.
Create A Roster Of Messages
Another way to boost your campaign is to regularly freshen the text. In many cases, the drip campaign will be your first active engagement with a new customer, and canned text can feel alienating in some situations. Instead of one greeting message, write several different ones the program can cycle through and push out. This should also be tied to your segments, with different sets of messages for different segments.
To keep text fresh, run A/B testing as well. A/B testing is useful not least for tracking possible changes in your customer base over time, especially if what once worked is losing its effectiveness. For messages that have modest success, or have roughly the same results, consider adding them to your roster above.
Drip messages should be carefully tracked on metrics you need most. For example, if you’re promoting your blog with drip marketing, the time spent on your blog by a conversion is crucial to understanding how effective your campaign is. Especially if you haven’t revisited the metrics you’re tracking in a while, you should take the time to examine them closely.
Every customer is unique and comes to you through a different path. Drip marketing will help you sustain them through that journey. To learn how browser-based push notifications can drive your drip campaign, sign up for a live demo.
Alarming Cart Abandonment Statistics for 2019 — And How Push Can Help
Cart abandonment has been a consistent problem in ecommerce. New reports confirm it’s only getting worse, with rates in some sectors as high as 75%. Push notifications, such as Pushnami’s browser-based system, can help reduce cart abandonment. But to prevent the phenomenon properly, it first must be understood.
Why Are Carts Abandoned?
Consumer surveys have found several common reasons for abandoned carts. From most common to least, they are:
- “Window shopping,” or browsing with no firm decision to buy (34%)
- Shipping costs or timing (23%)
- Price-checking (18%)
- In-store purchasing (15%)
- Inflexible payment options (6%)
- Technical problems (4%)
These shopping cart abandonment stats provide businesses with several insights into how they can increase conversions. For example, getting rid of shipping hassles and offering more irresistible deals could help prevent, or reclaim, the abandoned carts in the top two categories.
Also of interest are which sectors see the most abandonment. Women’s clothing in various forms dominates the top ten: Knitwear, lingerie and hosiery, sportswear, skirts, and tops all hold places on the list. Men’s pants, headphones, watches, and books take up the rest of the top ten. It’s important to note that these are all products with high volume, low margin, and an unusually high number of options. Any ecommerce retailer selling these items is not only competing with every ecommerce and brick-and-mortar seller, but also the sheer variety of the individual items themselves. It’s easy for a potential customer to wander away and never return.
Some of these problems are back-end issues that should be addressed through site design. Adding diverse payment options, upgrading your available shipping choices, and incorporating easier price comparisons will all reduce abandonment. Also useful is reducing the “friction” of buying. The fewer steps a customer has to go through to buy the item in question, the more sales you’ll see. And for organizations with both a brick-and-mortar and ecommerce presence, “in-store purchase” should not be considered an abandonment as such, but rather a purchase made through another channel.
Others, however, can’t be resolved so easily. Conversion of a “window shopper” to a loyal customer, in particular, is difficult and makes up approximately one-third of all abandoned carts across the entire ecommerce space. These customers should be seen as leads to be cultivated, rather than potential customers who have simply abandoned a cart. They are interested, but they’re not sure about their level of commitment. This is where communication is key — and where methods such as abandoned cart push notifications from Pushnami can provide a crucial edge.
The same cart abandonment statistics show that follow-up with consumers is effective to a degree that surprises even seasoned marketers. An average of 43% of communications concerning cart abandonment receive a response in some way, across all industries. This statistic is consistent regardless of the overall open rate of other communications. Remember, if someone got as far as putting items into a cart before leaving the site, that’s a customer you’ve almost sold on your product.
Push notifications are a particularly strong tool to re-engage with customers who abandon a cart. If they opt-in to notifications from your site, it’s a signal that they’re interested in engaging with you but may not be sure how much they want to invest. This can be vital information for reducing cart abandonment.
Want proof? Let’s look at just one example: A women’s clothing company that began using push notifications in 2011 dramatically reduced cart abandonment and saw tremendous increase in profit from this simple method. This retailer specializes in “flash sales” for luxury goods, a tactic in which strong discounts are applied for very brief periods of time. They found themselves with a serious cart abandonment problem, however, as customers would second-guess their purchase as soon they reached the cart check-out.
The retailer solved the issue with a campaign using abandoned cart push notifications. The campaign, which is still running, is designed to be polite, conversational, and clear. Users who have filled and abandoned a cart receive an alert a few hours before the sale ends with sample copy such as:
“We noticed you haven’t checked out yet! Click here to finish your sale!”
This simple communication decreased abandoned carts by nearly 25%. The story illustrates that following up with potential customers gets results, provided the effort is sincere. Best practices and smart decisions — including using push notifications for abandoned carts — help drive those results.
Why Use Push Notifications for Abandoned Carts?
Sometimes, shopping cart abandonment notifications simply remind users who intended to buy that they filled a cart and never checked out. You may even find your notifications are used as a “warning system,” in which customers use it to learn if their order went through. This use alone makes push notifications effective.
But push can also help you serve those who intentionally left the site. Start with a gentle reminder that a cart has been abandoned. If you do not receive a response, consider following up with a short survey asking why the cart was left behind. Of course, not everyone will answer the survey, but statistics show that some will — enough help you form a picture of why your marketing is or isn’t working. Customers like to know that you are listening, and giving them an opportunity to weigh in is often far more valuable to them than any discount or gift card.
Tips for Reducing Cart Abandonment with Push Notifications
- Set goals before beginning your campaign and make them realistic, but ambitious. Double-digit reductions are more than possible and should be your aim. Remember as well that push can be used for B2B as well as B2C products, although at a smaller scale that may encourage you to consider more tightly personalized content.
- Remember the power of push notifications lies in a crisp, single idea. A good notification tells the receiver exactly what you want to do. A great notification tells them why they should take action.
- Segmenting remains important. Look closely at what you know about the person you’re pushing to. Segmentation will also be key to sorting which items are most likely to end up in abandoned carts, allowing you begin addressing the issue in other ways. For example, if a certain product is consistently and repeatedly abandoned, you may need to drill down further to see if there’s an issue with the product’s features, pricing, shipping, or other concerns. Among other things, repeated abandonment may indicate a problem with the value proposition.
- Personalization will also be a central feature of your cart abandonment campaign. Featuring the item left behind is a good start, but the campaign should also reflect the need behind the item. An item of clothing for the workplace will require a different campaign than lingerie. Ask yourself what need or want the item fulfills and how you can meet it.
- Design your call to action to fit platform and time. Few people have the time to shop during work hours. However, personalization data will play a role here. Some shoppers buy on their lunch breaks, others over coffee, still others after dinner. Look at what timing makes the most sense for your potential customers. Similarly, platform is crucial to consider. Mobile users may not be able to enter payment information, for example, so integrate easy payment options such as Google Pay or Apple Pay if possible.
- The link you push out should limit friction in other ways. If possible, configure the link so that simply clicking on it completes the action you’re asking of your audience. Otherwise, limit steps as much as possible.
- Constant reminders that a cart has been abandoned will lead to opt-outs. Limit shopping cart abandonment notifications to two, maximum, and tie them to milestones such as a sale ending or a price dropping on an item.
In some cases, you might want to consider offering a discount on the product or shipping cost. If those discounts net a strong reaction beyond your usual sales offers, you may need to consider making a permanent adjustment. Similarly, be sure to prompt potential customers if the product in their cart is about to be discontinued or go out of stock. Often, scarcity is the best shopping incentive and helps people move past certain challenges such as shipping.
Reducing Abandonment Over Time
Reducing cart abandonment rates will be a long-term campaign. While you will likely see returning results almost immediately, the real value of this communication will only be seen over time as cart abandonment begins to drop more and more potential customers are converted into actual sales. As a result, your push notification strategy should be treated as a campaign, with multi-channel approaches, surveys, data analysis, and both short and long-term goals with clear steps for reaching them.
Remember that you will not change everyone’s minds. No strategy will convert every customer, and no amount of thoughtful marketing can put more money in a potential customer’s pocket or remind every prospect who wanders away to return and buy their item. However, with a carefully designed cart abandonment campaign, you can reduce your overall abandonment numbers and increase your sales. Plus, by reviewing shopping cart abandonment stats, you’ll gain valuable information about why carts are abandoned and how you can better tempt customers. And for customers who can’t buy, you’ll keep your business foremost in their minds so that when they can make a purchase, they’ll return to you.
Better Push Notifications for Abandoned Carts
As you can see, push notifications are a major asset in the battle against abandoned carts. No other push platform provides a comprehensive notification solution like Pushnami does. Across browser push, SocialPush, and app notifications, your brand can reach out to customers in the most effective way possible. Pushnami makes it easy to conduct unified, AI-optimized push campaigns and bring customers back to their shopping carts with irresistible, personalized calls to action.
Need to build a better push notification strategy? Sign up for Pushnami!
The Top KPIs to Track for Your Push Notification Campaigns
What's your return on investment?
Push notifications are a powerful tool. But no tool is useful if you can't measure its performance. What would your car be without its speedometer, gas gauge, or RPMs? Any marketing campaign needs metrics to measure its effectiveness, and these are the ones that will tell you how it's performing.
When a specific message goes out, does your list answer the call to action or not? This one action can tell you quite a bit: How effective your copy is, how carefully your list has been segmented, and overall how your value proposition is being accepted.
Time On Link
Checking how long customers spend on a link informs you how effective the actual product or service is. Conversions are also important on this score, of course, but a long time spent on the link is also informative.
Total New Leads/Number Of Sales
Actual cash in hand is the most concrete tool to measure effectiveness. If the number of leads for your sales department begins to inch up, or your direct sales of products increase, after a push campaign launches, that's a strong sign you're on the right track.
Data guides campaigns.
List Growth Rate
List growth rate is a strong measure of your value proposition. Value propositions should be engineered for each page of your site and tuned to how people arrive there; for example, if potential customers are seeking out a product page directly from Google, you might offer a weekly update. The more customers opt-in, the more you'll be able to learn what they value, and you'll be able to compare and contrast between different propositions.
The opt-out rate will inform you how closely you're meeting your value proposition. To be clear: There's no such thing as a 0% opt-out rate. Each customer has unique needs and desires, and no universal value proposition will meet all of them. Also, changes in browser, platform, security software, settings and others will create a level of “noise” you'll need to filter. However, noticeable changes in your opt-out rate can show whether you're meeting your value proposition. Time to opt-out can also be informative; if customers are opting in, then walking away after a few days, it's time to redesign your approach.
Customers also re-engage at a regular pace. Tracking re-engagement, especially when you change value proposition, reveals who's become more engaged with your campaign and thus, your product.
Beyond these, consider metrics that are most directly relevant to the goals of your campaign. For example, if you're promoting a company blog, you might consider social media engagement on blog posts, comment activity, and click-through on any calls to action you may have implemented. You may also want to choose metrics that compare one channel against another in your multi-channel marketing campaign. If you also promote your blog through an email campaign, comparing one to the other may offer some useful insights and allow you to calibrate both more precisely.
To learn more about how push notifications and the data they collect can more effectively shape your marketing efforts, sign up for a live demo!
Eight E‑Commerce Trends Worth Watching in 2019
E-commerce is more effective, and accessible, than ever.
E-commerce has grown rapidly, and 2019 promises to see even bigger gains. But it’s also changing rapidly, and staying on top of current trends will be key to success.
Multi-channel marketing, at all levels, will become more and more important. As consumers become comfortable with technologies like browser-based push notifications and personalized ads, they’re beginning to ignore the channels they dislike and focus on the ones they enjoy. Marketing channels that are rich in data will be important as they’ll guide you to which marketing methods are most effective for which segments.
As the push to reduce the friction between contact and conversion becomes more urgent, multi-channel shopping will rise to prominence in 2019. Multi-channel campaigns will need to be designed to cater to either the urgent need for a product or to put it aside to consider later, depending on the type of consumer. As a result, channels will need to offer both more information and the ability to buy immediately, and will need to A/B test different approaches to different segments for maximum effectiveness.
Despite the concern over how much data we’re sharing, consumers have also come to expect more and more personalization, and not just in product and recommendations. Consumers want options to receive news of deals and alerts to price drops in ways they can tailor to their needs and urgency. Informing your clients quickly of new customization and personalization options will also be extremely important.
E-commerce will grow across all platforms.
Tying into the desire for convenience, automation will continue its rise at all levels, including the informational and transactional. This will be especially true in the B2B sphere, where automation will be particularly important in informing clients of invoices due, checks cashed, items shipped, and services renewed.
However, the “human touch” will be essential in some interactions. Customer service, in particular, is becoming more highly valued across all industries, especially for concerns or complaints. Use automation for the convenience and ease of your customers, instead of yourself.
The subscription model is increasingly popular across all industries and products. Subscription models work best when they remove a task from a customer’s to-do list, and the customer can stay carefully informed of the path their products take through your system.
Especially for niche e-commerce operations, affiliate marketing will be a key part of their efforts to offer value to their customers. Effective affiliate marketing to clients through established marketing channels will offer more value and bolster customer loyalty, and will even be expected by customers who trust the judgment of niche merchants.
Pop-Ups And Events
E-commerce is popular for convenience, but shoppers occasionally want to shop for pleasure or to handle the goods as well. Pop-up shops and events allow e-commerce companies to have a physical presence and meet customers face to face, which will also support digital advertising and lead generation.
E-commerce is a rapidly transforming field and the overarching trend will always be one of change. However, tracking and staying on top of trends is key to maintaining a good foundation of any business. To learn how we can help support your e-commerce goals, sign up for a live demo
The State of Push Notifications in 2019
Push notifications will be on every platform, and more important than ever.
Multi-channel marketing will only become more important in 2019. Social media, video, audio, email, and push notifications, among others, form the anchor of any effective marketing strategy. However, push notifications will be particularly crucial for multi-channel strategies throughout 2019, especially as we consider the shifting fortunes of other marketing channels in 2018, from plunging app download rates to social media executives dragged in front of Congress to account for their misuse of data. In this piece, we’ll survey the state of the industry and discuss where it will head over the coming year.
Notifications Will Become More Important
Direct contact with customers will be one of the driving forces in marketing in 2019. Facebook’s public struggles over how it shares data, scandals over its repeated data leaks and ongoing problems with its reported metrics to publishers and producers, have combined with decreasing user bases and general contempt towards social media as the “middle-man” in the engagements between customers, companies, and brands. Especially as Facebook has attempted to shift away from supporting brands to promoting personal content to retain users, the value of mediated contact has diminished. In its place, direct contact has taken over. Email messages and notifications to interested customers, abandoned cart notifications, and other approaches will be key.
The news industry, in particular, serves as a microcosm of how direct contact will anchor multi-channel marketing strategies. Newspapers and TV outlets will still use social media and sites such as YouTube and Google News to host content and collect passive views, but largely their audiences for articles are collected through direct contact. Notifications are pushed to phones and desktops, newsletters are sent to email boxes, and other direct-marketing techniques are employed.
Social media will retain a degree of importance in marketing. It remains a valuable place to store content and offer a passive channel for casual browsers to engage with and potentially convert to passionate consumers, especially in places like the news sphere. But direct contact such as notifications will continue to rise in importance, especially as it seems unlikely the social media industry will reverse its problems in the new year.
E-commerce and other industries will embrace app-free push.
Browsers, Not Apps
Apps are in eclipse as a keystone marketing tool. The app marketplace has struggled in 2018 as the most popular apps are mired in scandal, such as concerns over inappropriate or undisclosed data collection, are slowing the adoption of apps and raising security concerns. Apps are increasingly seen by users as tools they use, not necessities to be downloaded, and the potential for leaked data has made consumers less confident about their need to install an app.
While data on app notification opt-out is difficult to collect, it is almost certain more customers and potential customers have disabled notifications as they seek to unplug and focus on more relevant tasks. There are also indications that the “opt-out” nature of app notifications has further damaged their credibility in the eyes of consumers. Increasingly users are pushing back against demands on their time and attention.
Furthermore, in many industries, there’s simply no use for an app. While the background check industry thrives on information, it often needs to get information quickly to its subscribers with a minimum of friction. Browser-based technology is platform-agnostic and the information will arrive wherever the customer is, not where the app is.
There is still value in the app, provided it’s approached correctly. The travel industry is proof of this, where companies such as airlines use a mixture of phone apps and web apps to deliver important information, offer upgrades, and otherwise keep customers engaged. However, it should be noted that these crucial notifications can be received independently of the app; the app is a convenient tool for those who need it, not a requirement to get on a flight or book a room.
Apps can provide useful tools to engaged and loyal customers, but “useful” is the keyword. If an app has no use beyond sending marketing messages, consumers can, and increasingly will, use browser-based opt-in communications. Expect the shift of browsers over apps to pick up speed in 2019.
Data management will be key.
Segmentation Takes Prominence
The affiliate marketing industry thrives on segmentation, and we have seen repeatedly that effective data management and careful segmentation has driven push notification campaigns to over-performance. Affiliate marketing depends in particular on urgent calls to action and thoughtful pitches to specific audiences, and push notifications are an ideal tool.
As the affiliate marketing industry goes, so will much of the marketing world in 2019. Segmentation will thrive in particular as it does not demand more information from consumers than what they’re willing to provide. Customers are fully aware that their purchase history, time spent on your site, and how they arrived at your site are scrutinized. This alone, paired with the data that regularly flows in from push notifications as audiences engage or not with the information presented will allow affiliate marketing and other industries to craft more effective marketing messages.
Nor should businesses forget the “self-segment.” The employment industry, in particular, has worked hard to develop this. Job seekers now explain their career path, preferred industry and title, and other useful data that drives notifications. Over time, recruitment sites learn about trends among job seekers and can guide their other client base, recruiters, using those trends.
Notifications will do the searching for customers.
Efficiency Will Be Fundamental
“Informational” push has always been part of a good marketing plan. Informational push, such as shipping dates and notices of payment, offer efficiency to busy customers who simply need to know the information without having to open a paper letter or email. However, some industries have been slow to consider informational push as a method of contact. That will change in 2019.
The insurance industry is a case in point. Allaying the nervousness of their policyholders is always a problem, and the insurance industry has found that informational push, such as informing when an invoice has been cleared or that an accident report has been received, has done much to solve this problem. It has also opened up a new and thriving field of affiliate marketing, as relevant third-party offers and upsells for different forms of insurance catch on.
The automotive industry has shown similar engagement. By tying service alerts, recalls, and regular mileage checkups to push notifications, it has increased customer satisfaction and loyalty while driving more business to its dealerships.
As life speeds up, and everyone values their time more, using notifications to enable speed and efficiency will drive opt-ins and customer satisfaction.
Platforms matter less than efficiency.
“Navigation” Will Take Over
Finally, it will be more and more important to consider “navigation” in marketing messages and push notifications. “Navigation” in this context means showing the customer where to go, instead of encouraging them to choose a particular direction. A common example of this in the e-commerce sphere is the price shift. Users will configure their options so that once the price of a product drops below a certain point, they’ll receive an alert to consider buying it.
2019 will see many shifts in approach, style, and needs when it comes to push notifications and their place in marketing. Customers, both on the personal level and in B2B applications, value the company that can not only do the job or sell the product, but that does so in a way that makes the life of their customer more efficient or easier in some way. Informational push, navigational push, and the personal touch will be what drives browser-based push notifications to new heights in the coming year. Ready to learn more? Sign up for a live demo
Audience Segmentation in E‑Commerce: A Quick Guide for 2019
Sorting out who your audience is will help you reach your 2019 goals.
The rise of SEO has made marketing personal. Where before the approach was to buy an ad and show it to the widest range of people possible, modern advertising is far more targeted. So how do you find these targets, called segments, and apply them on your e-commerce site in 2019?
Customer segmentation focuses your marketing efforts. It increases conversions by presenting customers only with what they’re most interested in. It makes retention easier because customers can interact with your site with less effort and find what they need with more ease. And over time it helps you develop a better understanding of your customer base by testing and refining your insights into their needs and wants.
Determine Your Segments
Some segments are universal to e-commerce. Bargain hunters, clearance shoppers, customers who prefer custom products, consumers buying for personal use, enterprise customers, and so on are commonplace. Likely you’re already aware of these segments. Other common types include demographics, place in the customer lifecycle, and product affinity.
What’s important is to look for segments within your specific industry. Examine your customer data. Do certain types of customers gravitate to certain products? Do buyers of certain products return and buy a related product? Do customers have a set of specific uses they put your products to? Determining the answers to these questions will better illustrate segments to target.
Next, determine your metrics. Measuring the data coming in will be key. Some metrics, such as click-through and opt-in, will be important regardless of your site. But take a moment to consider what metrics you most need data on. If you sell subscriptions, for example, you might want to measure the length of subscriptions purchased by each segment.
Every customer belongs to at least one segment.
All companies want to grow revenue and customer base, and these are fine goals to start with. But your marketing campaign, including segmentation, will be more effective the more specific your goals are. Every campaign should be a step towards your goal and should be assessed after it’s complete to see how effective it was.
Start Segmenting Customers Immediately
You can begin segmenting customers from the first interaction. For example, customers who opt into marketing messages after buying a product from you should be in a different segment from customers who opt into contact independent of any purchase, and should have different marketing approaches. Customers who first arrive at your website on a specific product page should be in a different segment than those who arrive at your main page. Customers referred by word of mouth should be approached differently from those who arrive via search traffic.
Be Willing To Change
Customer bases and needs shift constantly, and new segments may emerge out of nowhere as you examine the data. Be ready to be flexible with your approach to segmentation and campaigns for when these trends emerge, to best take advantage of them.
Key to any effective marketing is push notifications, as they can quickly gather data and offer one urgent call to action to many different segments of your customers. Need to learn more? Get a free trial!
Push Notification Best Practices for Affiliate Marketers
You only have a second to make a good impression. Make it count.
Affiliate marketers may be completely unfamiliar with push notifications, but used properly, they can bring committed customers back to your site regularly. Here are two examples affiliates can apply to bolster traffic through push notifications.
Personal, Relevant, And Urgent
A good push notification is personal, relevant, and urgent, communicating one idea clearly and easily. The most basic example is the notifications you get from Amazon. The next time something ships, take a moment to look closely at the notification. It lays out the information, namely what product you ordered, that it’s shipped, and when to expect it. It has an action you can take if you need more information right away, namely tapping the notification, which will take you to the app. And it communicates just one idea.
These should be the guiding principles of your notifications. What do you want your customers to do? How can they do it? And why should they do it? Once you understand this structure, you’ll see it everywhere, and you can even deconstruct it. Netflix is another example; if you’ve watched the last season of a show, it’ll alert you when the next season arrives with a simple alert: “Daredevil Season 3 is now streaming.” It also demonstrates the importance of targeting: “Nailed It!” fans don’t get that alert.
What Role Does Creativity Play?
Everybody’s seen the Tinder message that says somebody new has swiped right on you but that “it’s probably not going to work out, though.” It’ll definitely get a laugh, and be widely shared, but does it work?
That depends on your audience. You definitely shouldn’t recycle copy, which is bad form regardless of the medium. But notice that even prosaic, simple notifications will have slightly different text; look at your Amazon shipping notifications again, and you’ll spot slight tweaks to the language, which have the result of keeping it fresh.
That can, however, go too far. A good example is the notorious “My Pet” app, which filled its notifications with dark humor from the perspective of a demanding animal calling you the worst owner ever. Hilarious idea, except the app was popular with children, who didn’t get the joke.
Know what they’re going to search for, before they even ask.
Five Questions To Ask
When writing notifications for your affiliate marketing work, ask yourself these five questions:
- Personal: Does it explain why each specific person getting the notification should convert?
- Relevant: Does this notification make clear what you want everyone receiving it to do?
- Urgent: Does this notification urge the viewer to click without feeling “scammy?”
- Unique: Has this notification received at least one pass by hand, to check for errors if nothing else?
- Targeted: Is this notification going only to the customers who will care about it the most?
While you craft your campaign, continue to ask these questions of yourself and the push notifications you receive. How do they make you feel? Do you convert? If so, why? If not, why? Keep applying these lessons, and you’ll develop a finely tuned, thoughtful campaign that delivers results. Want to learn more about how push notifications can help you? Sign up for a live demo!
The Ultimate Guide to Push Notifications for the Cannabis Industry
The industry is expanding rapidly beyond buds and oils.
Marijuana legalization is quickly becoming commonplace. While in much of the world, recreational cannabis is still illegal, the rising tide of both medical use and pushes to legalize recreational use is launching a rapidly expanding industry. Here's how push notification technology can help cannabis companies and related operations stay ahead of the competition.
Some General Ground Rules
- First, legal issues are key to any cannabis marketing. Any business will need to follow all local, state, federal, and in some cases international laws. When developing a marketing campaign, work with your legal counsel to ensure compliance. Also consider any applicable laws in the medical space, such as claims of efficacy.
- Second, study industries, such as alcohol, that deal with similar issues, such as preventing underage consumption. Ask yourself when designing a campaign if it will be seen as encouraging responsible use among adults. This will save you both legal and public relations trouble.
- Third, research your market, making use of data tools such as click tracking, as cannabis is a broad market with many segments. For example, one increasingly competitive area is cannabidiol, or CBD, products which don't produce a “high,” but has been stated to be a potential treatment for both medical and psychological ailments, particularly anxiety.
- Finally, remember that this is a rapidly changing marketplace in almost every respect. Regulation, product popularity, and even new delivery methods can arrive suddenly and demand reconfiguring of product lines, marketing plans, and social media presence. Expect that things will be completely different a year from now, and be flexible in your designs.
With that to consider, how can push notifications, particularly browser-based push notifications, help your cannabis business?
For many customers, it’s the chemical, not the plant.
How Push Notifications Can Help Your Business Grow
Push notifications have several distinct advantages for any business working with cannabis.
- Opt-In: Web-based notifications are opt-in. Since customers choose to hear from you, you can present your message towards only people you know are interesting in getting it. This drives up sales and helps you understand your most committed customer base, over time.
- Automation: Notifications can be set to be pushed out at certain times, or tied to certain triggers such as a customer purchasing a certain product or subscribing to updates. Instead of having to oversee every aspect of your marketing campaign as it unfolds, you can design it in advance and set it to run so you can focus on other tasks.
- Data Collection: As you experiment with A/B testing and different messaging, you'll learn over time what certain segments of your customer base need. What customers click or don't click, and buy or don't buy, will allow you to form a better understanding of your market segments, where you're growing, and where you need to seek a broader customer base.
- Retargeting: The data also offers a good way to predict future engagement. If, for example, a customer is particularly interested in edible products, over time you can refine your message to each individual customer, right down to their preferred edible.
- Re-engagement: Because the cannabis industry is growing rapidly, and social and legal attitudes towards it are shifting, re-engagement and retargeting are crucial. It's common for future customers to research businesses before committing to a purchase, or to do so before cannabis is legal in their jurisdiction. A re-engagement campaign getting in touch with potential customers after a ballot initiative passes, for example, can often lead to new business.
- Third-Party And Affiliate Marketing: Over time, you'll be able to work with affiliates and third-parties to introduce your buyers to products and services they might also enjoy. This not only serves as a useful stream of income, but it also makes your notifications more useful to customers.
Edibles alone have seen explosive growth and change as a business.
How to Get Started
Push notifications are simple from a technical standpoint. Pushnami can be installed simply by pasting five lines of code into your website's source code. But before you do that, you should have a detailed marketing plan in place.
Start with the data you have. Have answers to these questions:
- What are the most heavily visited pages on your site?
- What are your biggest traffic drivers?
- How many repeat visits do you see, compared to new arrivals?
- Where do visitors come from when they arrive at those pages?
- How long do they spend on those pages?
- Where do they go after they leave that page?
- What products do you sell the most of? Which the least? What products do customers ask you about?
- What are customers telling you, via email and social media?
Next, ask yourself where you want to be when the campaign ends. These should be achievable short-term goals such as stronger lead generation or better segmentation of your customer base. These goals should be in service to a long-term vision, however. Ask yourself how each goal you choose will take you to that ultimate vision.
With this data in hand, begin segmenting your visitors. Look at the “paths” customers take through your website, and what sites they leave for after they're done. If, for example, they arrive from Google looking for a specific strain, spend some time reading about that strain, and then return to Google for more information, you can develop an informational push campaign that explains different strains, how they're cultivated, and other relevant data.
Keep in mind that you can narrowly target customers from the beginning and that as you add push notification opt-ins, you'll be able to compare data among different value propositions. First and foremost, however, the value must be kept in mind. Every notification that arrives on your customer's desktop must be one they can somehow use, whether to learn about products, to get a discount or some other value. The value can be small, but it must be there.
The cannabis industry will only expand in the future. Repeatedly, states that have legalized cannabis for medical or recreational use have consistently surpassed their predicted tax revenues. Even in states strongly resisting recreational use, medical use and decriminalization are gaining momentum. While it is unlikely there will be enormous change on a global scale quickly, it's clear where regulations are headed.
This will lead to other changes in the industry. Regulation is not uniform and will likely remain so until federal guidance is provided. Some jurisdictions will only legalize very specific uses, or growth in certain conditions. Some states will allow mail delivery of products while others may ban it. The opportunities of the industry will largely come from how these challenges are met.
And as it is legalized in more and more jurisdictions, medical researchers and other scientists will finally be able to secure different strains and begin to better understand the exact health benefits and mechanisms of various forms of cannabis. To this point, health claims remain uncertain. As researchers begin major studies, however, the exact nature of how cannabis fits into a healthy lifestyle will come into focus, opening up new opportunities.
New medical revelations, new delivery technologies, and of course, new markets as the globe opens up to cannabis will offer changes that any marketing plan must be equipped to handle. Push notifications offer a flexible, powerful set of tools to find clients, build customer loyalty, gather data to learn more about the industry and its direction, and to better understand what products sell best and which products your company needs to develop. To learn more about how Pushnami can help your cannabis business, get a free trial.
The Ultimate Guide to Using Push Notifications for Your Employment Website
Imagine you walked into an ice cream shop with a strong appetite for a vanilla cone, but instead of immediately indulging, you spot a display of 50 different brands of vanilla ice cream that all look the same. Which one do you choose?
Now imagine you are a job seeker who is faced with that same decision. But now the stakes are higher because you’re choosing an employment website that could hopefully lead you to an opportunity which could change the course of your career. Yet, once again, all of the job sites look, feel and appear the same. How do you choose?
Job seekers need a reason to choose you over your competition, which is a sea of thousands of other similar employment websites which are vying for their attention. Hiring companies are also looking to work with you if you provide high value to job seekers. If you can somehow differentiate yourself to these two targets, you can win their favor.
You have stiff competition, though. The International Association of Employment Web Sites, the trade association for the online employment services industry, has over 60,000 member sites. And this figure only includes sites that are part of the IAEWS.
How can you stand out to job seekers and hiring companies and outperform the vast competition? One way is via targeted push notifications.
What Makes Push Notifications Different?
Let’s go back to the ice cream shop example. One of the brands advertising its vanilla flavor knows that you like your ice cream on the thicker side, sprinkled with cinnamon, and tasting like it was homemade. To capture your attention, the tag in front of the vat says, “Thick, creamy, cinnamon-hugged goodness…just like mom used to make.” This is personalization at its finest. And it will likely grab your attention and result in a swift decision in its favor.
Now let’s switch gears to your website. Customize your push notifications to a targeted segment based on interests and behavior and send qualified candidates personalized job recommendations.
For example, let’s say you are targeting IT managers who are looking for jobs in Los Angeles. Instead of just targeting every subscriber and sending out a blanket push notification like this…
Millions of jobs available in your area…Check it out now.
You could target the IT manager segment and send something like this:
500+ LA employers are looking for IT managers with your experience! Click to apply…
Push notifications will also appear to your audience wherever they search on the web, whether desktop or mobile. This personalization and deliverability warrant quick action.
An effective addition to your current marketing strategy
Push notifications are also a powerful addition to your current email and social strategy. While email and social are useful, these short, real-time messages that target your audience wherever they go can enhance your marketing campaigns, providing higher click-through rates and increased engagement.
Job seekers are looking for fast solutions, especially if they are unemployed. This is why messaging deliverability is key. Email click-through rates range from 1-4% on average, and emails also suffer from deliverability and spam issues. And with social media, users have to be engaging with the particular social platform to see your content (that is if the social site chooses to show your content at all).
Push notifications enjoy 100% deliverability, and click-through rates range from 10-40%, depending on your industry. Add to that, your audience doesn’t need to open an application or enter their email to receive your messages. And as mentioned before, push notifications appear in real-time wherever your subscribers are browsing (desktop or mobile), the reason for higher engagement.
How Do I Start?
There are three basic steps to launching a successful push notifications campaign: Researching your audience (at a deep level); creating realistic, focused campaign goals; and finding a reliable push notifications provider. Once you have these in line, your campaign will run smoother and convert higher.
Know your audience
As an employment website, your main targets are likely hiring companies that attract job seekers, advertising partners and job seekers themselves. But, simply knowing your audience's roles may not be enough to achieve powerful results with your push campaigns.
Get deeper and find out what makes your audience tick—what are their pain points, objections, deep fears, and concerns? This points to psychological demographics that go much deeper than the physical demographics brands typically target (age, gender, income, etc.).
These psychological demographics will allow you to connect to the heart of your push subscribers, thereby increasing the chance they will click and engage.
How do you figure out psychological demographics?
If you have a highly trafficked site, you are already one step ahead of the game. You just need to get feedback from your audience and dig into this data to uncover the gold that can supercharge your campaigns.
Here are some ideas:
- Send an incentivized survey (ideally one per segmented audience). Ask both closed and open-ended questions which will prompt participants to open up and divulge instead of just clicking a multiple-choice answer. Here's some more information on what survey questions to ask.
- Ask your customer service team what type of questions/concerns come up more often.
- Select a few customers for a one-on-one conversation. Just talk to them! You can also ask questions on your social profiles.
How will precise psychological targeting help your push campaigns?
Let’s say you wanted to target a specific job seeker. You found out from the data that a majority of these job seekers are concerned about recent industry-wide salary decreases. But on your website, you are advertising some high-paying jobs, and you want to get the word out.
In your push notifications to this segment, mention the availability of “high-paying” jobs. That one adjective (high-paying) can boost your conversions because it will connect to your audience's pain points and elicit an emotional response.
The data will only get you so far, however. Data married with specific goals is a winning combination.
Know your audience + create goals = success
What are your goals for your push notification campaigns? Are you trying to drum up exposure for a new website feature? Targeting companies to ramp up your on-site advertising revenue?
Similar to your advertising, email, and social efforts; every push campaign must begin with a goal. Otherwise, you will waste time and marketing spend.
The key is to get granular with your goals so you can focus on a narrow subset of your existing audience. Your goals will also determine the timing, frequency, and content of your push notification messages.
Use your website data to inform your goals here as well. For example, you may want to attract people searching for marketing jobs. But, let’s get a little more granular. Re-target people who searched for 'marketing account manager jobs in NY' in the last 24 hours. This will more closely target this segment and increase conversions.
Regarding timing, if your goal is to re-engage, then timing is critical here as you would need to act fast to capture this segment’s attention before they engage with another job site.
The content and frequency are also important, and your goals will inform this as well. Let’s say your goal is to capture companies who may have stayed on your sign-up page for more than two minutes but never created an account. Your push notifications messaging should specify the specific target (We noticed you didn’t complete signup) and could even include an incentive (14 days free job posting) to compel subscribers to finish the process. Regarding frequency, if the subscriber took you up on your 14-days-free deal and finished signup, you should exclude this segment from any future notifications coming from this particular campaign so you don’t annoy them.
Choose the right platform
The last step of launching a successful push notifications campaign is to choose the right platform to work with. Whether you choose Pushnami or another provider, here are some features to look for:
- Easy to set up and use – There’s a lot to organize; push notification platforms like Pushnami should make your life easier, not harder.
- Automated targeting, testing, and customization (down to individual subscribers)
- Personalized messaging
- One-click subscription
- API integrations
- Integrations within your existing website framework. Look for experts who can integrate features easily and seamlessly and not disturb your current setup.
- AI machine learning – new technology that learns your target’s behavior over time to increase performance
- Dedicated, experienced support, available exactly when and where you need it
One other feature your push notification solution should provide is split-testing capabilities. Let’s dive into this a little more…
Testing the Waters with Push Notifications
If you think you know your market, but you haven’t talked to your targets nor tested what they respond to, your marketing strategy foundation will be constructed on misinformation.
So besides diving into audience research as we discussed earlier, testing your push notification campaigns is also critical to success.
Here are some variables to test:
- Timing (days/times when your messaging performs the highest)
- Targeting (segments that garner the best response)
- Text (Do curiosity, urgency, or more subtle messaging perform better?)
- Frequency (How many messages does it take for engagement to drop off?)
As you tweak and optimize, you will discover what works and what doesn’t. Use this to inform your future campaigns, and you will get better results over time.
Need help with testing? Whether you don’t have the time or you would rather not dive into the technical aspects of split-testing, we got your back. When it comes to testing and optimization, Pushnami offers fully managed accounts that give you access to our experts. And with more than 10 billion push notifications published from our platform to date, we like to think that we know our stuff! You can be as hands-off as you want as we can handle everything for you. The only thing you have to do is watch your revenue go up and your clients get happier.
Additional marketing and revenue streams
With push notifications, you can also generate additional revenue streams by monetizing your traffic and allowing advertisers to send push messages to your audience.
Hiring companies may want to send out notifications that they are looking to hire more people. Alternatively, resume writers or career counselors, anyone whose audience is similar to yours, will find value in targeting your job seekers.
Use push notifications to target these groups and then generate revenue by allowing them to advertise their message to the audience segments that match their targets. It's a win-win.
You can also use the data you glean from your push notifications campaigns to inform your other marketing channels. For example, if you discover that one particular push notification that led to a job ad performed well, use similar messaging for your other channels (email, social, text messaging, etc.) to amplify your results.
Push notifications are a simple, highly targeted marketing tactic that can help you generate leads and revenue quicker and easier without exhausting your marketing budget.
Here at Pushnami, we love to work with employment companies to show them how they can amp up their existing marketing campaigns to attract more companies and job seekers and generate more revenue as a result.
CASE STUDY: We recently worked with a highly-trafficked employment website that was looking for an edge to attract its audience. We integrated its filters and database design with push notifications to create an opt-in tool that worked like its email system. We also designed a detailed data feedback system to help the company cater to hiring managers.
The result? An immediate lift in traffic and revenue and once rolled out sitewide; the company experienced sizable increases in total visits and revenue per visitor. read the case study now to get the full story.
If you would like to see Pushnami in action and learn more about how push notifications can seamlessly integrate into your current marketing framework to help you generate more leads, exposure, and sales, let us set you up with a free trial for 30 days.