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 Stats for 2019 — And How Pushnami Can Help
For every active customer, there are more to convert.
Cart abandonment has been a consistent problem in e-commerce. 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 cart abandonment properly, it first must be understood.
Why Are Carts Abandoned?
Surveys of consumers have found several common reasons for abandoned carts. From most common to least, they are:
- “Window shopping,” or otherwise had no firm decision to buy (34%)
- Shipping costs or timing (23%)
- Price-checking (18%)
- In-store purchase (15%)
- Inflexible payment options (6%)
- Technical problems (4%)
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 in the top ten. Men’s pants, headphones, watches, and books take up the rest of the list. It’s important to note that these are all products with high volume, low margin, and an unusually high number of options. Any e-commerce retailer selling these items is not only competing with every e-commerce and brick-and-mortar seller, but also the individual items themselves. It’s easy for a potential customer to wander away and never return.
Some of these 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 e-commerce 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 e-commerce 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, through methods such as push notifications from Pushnami, is key.
Why leave money in the cart?
The same data on abandoned carts has shown that follow-up with consumers is effective to the 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 is consistent regardless of the overall open rate of other communications. It should be remembered that if someone got as far as putting items into a cart before not following through with the sale that these are customers who 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 into notifications from your site, it’s a signal that they’re interested in engaging with you, but they may not be sure to what degree or how much. This can be vital information for reducing cart abandonment. One retailer, in particular, had dramatic results.
Following up with a prospective customer regarding their abandoned cart often pays off.
A women’s clothing company began addressing abandoned carts with push notifications in 2011. This retailer specialized in “flash sales,” sales where strong discounts are applied for very brief periods of time, in this case to luxury goods. They found themselves with a serious cart abandonment problem, however, as customers would second-guess their purchase as they got to the cart check-out.
The retailer solved the issue with a push notification campaign. 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%. It illustrates that following up with potential customers gets results, provided the effort is sincere. Best practices and smart decisions help drive those results.
Turn an idle thought into a firm action.
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 aimed for. Remember as well that this can be used for B2B as well as B2C products, although at small enough scale you may want to consider tightly personalized content.
- Remember the power of push notifications lies in a crisp, single idea. A good notification tells the person receiving it 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 sort which items are most likely to see abandoned carts, so that you can 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 it’s an issue with the product’s features, its pricing, its shipping, or other concerns. Among other things, this may indicate a problem with the value proposition or pricing.
- 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 buy something for a future weekend 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 just clicking on it completes the action you’re asking of your list. Otherwise, limit steps as much as possible.
- Constant reminders that a cart has been abandoned will lead to opt-outs. Limit notifications to two, maximum, tied to a milestone such as a sale ending or a price dropping on an item.
A good deal is just the beginning.
Reducing Abandonment Over Time
Reducing cart abandonment rates will be a long-term campaign. While your campaign will likely begin returning results almost immediately, the real value of it will only be seen in the long term, as cart abandonment begins to drop more and more potential customers are converted into actual sales. As a result, this 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 amount of thoughtful marketing can put more money in a potential customer’s pocket or remind every prospect that wanders away to return and buy their item. However, with a carefully designed cart abandonment campaign, you can reduce your overall numbers and increase your sales. 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. To see the power of push in action, sign up for a live demo!
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
How to Use Push Notifications to Boost Affiliate Site Traffic
Notifications get attention.
Affiliate marketing needs engaged, thoughtful consumers. Browser-based push notifications are ideal for recruiting the visitors most likely to engage with your affiliate marketing, boosting traffic and the effectiveness of your site. How? It’s due to effective use of the platform.
Create A Funnel
Browser-based notifications are “opt-in.” Visitors are prompted by a small window to either accept or decline notifications. This is usually paired with a short statement about frequency and value (i.e. “weekly discounts” or “daily insights.”) App-based notifications are usually automatically enabled, meaning you have both engaged and apathetic customers. With browser-based notifications, only the interested will continue receiving messages. The messages are also tied to the browser, not the smartphone or tablet platform and the app downloaded onto it, so you don’t lose members of your list when they get a new phone or delete the app.
A customer opting in is someone who has considered your value proposition and wants to keep hearing from you. Simply meeting that value proposition will increase traffic. Use different value propositions on different pages of your site; the opt-in rate will offer an effective metric for future campaigns. Remember to apply the data you gather to your value proposition, to shift it slightly over time and have more customers commit.
Segmentation is key to any modern marketing effort, but in affiliate marketing, push notifications offer a powerful head start. When a customer opts into receiving your notifications, you learn:
- How they got to the site, including search terms
- What value proposition appealed to them
- Time spent on site
- Where they go next on your site, or elsewhere
From there, as your campaign unfolds, what they click, and don’t click, and what they do afterwards will allow you to sort them into specific segments and fine-tune your approach to each.
Push notifications give you an attentive audience.
Remember Relevance, Timing, Clarity
Push notifications need to be relevant to your segment, they need to clearly communicate what you want that segment to do, and they must be timed in such a way that your segment can engage with your message. If you want your segment to watch your latest video, rush hour is not the time to push. Over time, as you test different days and times, you’ll learn what’s ideal for each segment. Remember, however, that all of these variables can “drift,” so study metrics closely.
Fresh copy is often key to an effective affiliate campaign, especially when you have only a handful of actions you want your customers to engage in. Writing copy, however, is a valuable tool for careful testing. A/B testing is a method where one variable in the copy is changed, be it the placement of a comma or a single word. The unchanged copy is sent to a randomly selected group making up half of the segment, while the changed copy is sent to the other half.
A/B tests should be done constantly. It enlivens copy and can yield insights into your segments. Be wary, however, of reading too much into one test. There are sometimes “wild” results, which must be considered.
Ready to drive affiliate traffic higher? 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!
Mobile vs. Browser-Based Push Notifications: Which is Better for Your Affiliate Business?
Apps aren’t the only way to reach mobile customers.
Your customers are never in one place long, yet always in reach. Mobile technology means affiliate marketing can reach your most dedicated customers wherever they are. But not all forms of push may suit the needs of affiliates, or those running the network.
Mobile Push Notifications
Apps have been sending notifications from the beginning of the smartphone revolution. But mobile-exclusive notifications, which are usually app-based, have some points of concern for affiliate marketing. Reach is crucial, and there is substantial friction limiting the reach of apps.
Customers need to have installed the app, have enabled that app’s notifications, must be in full compliance with all notification policies (which vary from platform to platform), and which are tied entirely to that app. If it’s deleted or simply disabled, which may be difficult to track, you’ve lost a customer. Even the way notifications are handled by different operating systems may render your affiliate marketing efforts useless, as notifications are all dumped in one tray to be dismissed with a thumb swipe. This may also change between versions, meaning a constant process of catch-up and fall behind.
There are situations where mobile-exclusive notifications make sense. If you’ve seen regular success from the app, if your product is limited to mobile users, if the user base of the app lines up well with your goals, or if it’s a small segment of a larger notification campaign, it’s worth considering. But it should only be a smaller piece of a larger push strategy, and should not be the foundation of your strategy except under particular circumstances.
Go where your customers are.
Browser-Based Push Notifications
Browser-based notifications, by contrast, have several advantages. The notification settings are tied to the browser, not an app; when your customer signs into their browser, their notification settings come with them, making them easier to reach and your campaign less dependent on downloading an app. You can arrange different value propositions across different pages of your site, allowing you to track which value propositions matter the most, instead of having notifications automatically enabled. A simple dialogue box drops down from the top of the page, ensuring the attention of your most committed customers.
This browser connection also means that notifications will arrive on both mobile and desktop platforms, such as the notifications center in Windows 10. This makes your notification more likely to be seen, and acted upon. Unlike apps, which may have complicated permissions, the guidelines for collecting data from browser notifications are clearer and easier to follow.
The ‘platform-agnostic’ nature of browser-based push notifications will require you to pay closer attention to the timing and frequency of notifications. Your notification is more likely to be seen and to have the attention of your customer, so you will need to be sure they’ll be able to make the action you’re calling them to do.
Push notifications are just one channel in a broader marketing strategy that includes website design, targeted email, social media, and apps. But each channel in your marketing strategy must be chosen carefully and implemented with the right technology. To learn more about browser-based push notifications and affiliate marketing, sign up for a live demo.