The Comprehensive Guide to Push Notification Marketing
The Comprehensive Guide to Push Notification Marketing
It’s a harsh world out there for online marketers. Though the internet brings with it tremendous opportunity to reach more people, your targets are bombarded every day with dozens of messages from multiple brands through every avenue of online communication, including email, social media, and text messaging. You need a way to cut through the noise and get in front of the pack.
What if you could follow your prospects everywhere they search on the web simply by sending them small, targeted messages that connect them to your brand and boost your revenue? This innovative strategy is not only possible, it is available at a low-cost and accessible to businesses of all sizes and types. This guide to push notification marketing will explore why organizations around the globe are rolling out push strategies of their own.
Your Push Notification Guide
Browser-based push notifications are clickable messages that businesses can “push out” to subscribers while they are active online. These highly personalized notes are similar to push notifications that accompany mobile apps; however, these can be sent directly through any browser in real-time, delivering targeted messages to the right people—people who want to see them—at the right time. Focusing communication this way can triple your conversion rates.
Why Push Notifications?
Push notifications provide many benefits to businesses. These short, simple messages pack quite a punch—providing a straightforward, real-time, cost-effective way to engage with prospects and build a loyal audience of engaged customers and followers.
Here’s what you can expect when using push notifications:
Quick, Real-Time Messaging
Consider this scenario: You’ve got a 12-hour promotion, and you need to get the word out to as many prospects as you can during that short period. Let’s look at your options:
- Email – Email click-through rates range from 1-4% on average—if the target opens them. Emails frequently go undelivered or land in spam boxes. People also don’t see their emails right away unless they check them regularly. Compare that to the click-through rates for push notifications, which can range from 10-40% depending on the industry.
- Social Media – The effectiveness of social media for a promotion like this depends on whether your audience frequents a social site at the exact time you need them to. While you can strategize the timing of your posts, ultimately you can’t control how and when your target uses their own social media.
- Mobile app push notifications – If users don’t have the app open, they won’t see the messages.
- SMS – Text marketing is a good strategy since people check text messages quite often. That said, your users need to be on their phones and then click to open the message to receive your notification.
Though the above strategies are valuable, push notifications are superior since your messages appear wherever your prospects are searching, and they don’t require recipients to open a separate application. This contributes to higher clicks and engagement.
100% Deliverability and High Click Rates
Email deliverability is a common issue; an average of 15% of intended recipients will never see your emails. Push notifications, on the other hand, enjoy 100% deliverability. Opt-in rates for push notifications are also higher because opting in doesn’t require prospects to hand over a phone number or email. One quick click is all it takes.
High-Engaging Messages That Boost Site Performance
Since users don’t need to open an email or text message to see your push notification messages, it’s more likely the user will engage with your content—which also boosts site performance.
What do higher click-through rates, user engagement, and increased site performance equate to? The bottom line is that with push notifications, your marketing dollars stretch further because more of your audience will see your messaging and interact with your content. Your messaging should bring people closer to your brand and move them through your marketing funnels to purchase your product.
Got five minutes? That’s how much time it takes to set up a Pushnami push notification account and integrate it with your website properties.
In summary, push notifications can kickstart and elevate your marketing strategy. If you want to see how push notifications work and why they are so powerful for businesses looking to amp up their marketing, check out this video:
Why Use Push Notifications for Marketing?
Push notifications are a powerful arm of comprehensive marketing plans, as they can contribute to both short-term and long-term marketing objectives.
Push notifications can be a revenue driver for limited-time events and promotions, including occasions such as:
- Special promotions
- Limited-time discounts
- Seasonal sales
- Contests and giveaways
- Important company news and announcements
- New product launches
Push notifications also provide long-term marketing value. One long-term strategy is to build a core audience of engaged subscribers—those who love your brand and take action when you post new content. Push notifications can convert your website visitors into these loyal, engaged followers and keep them connected to your brand for the long-term. Plus, push notifications can reactivate users who have grown dormant, reinvigorating their interest and allegiance.
The Power of Personalization
One of the top benefits of push notifications is that they can be personalized to a user’s behavior. This gives you ultimate control over your campaigns and allows you to optimize notifications to target subscribers’ behavior, interests, and preferences.
As mentioned before, targeted push messages triple conversion rates. They are effective because users feel like they are part of a personal conversation instead of just being on the receiving end of a generic message blast. Also, personalization reduces opt-out rates because you are tailoring the message to your subscriber’s preferences.
How does it work? Set triggers to fire off messages when certain criteria are met. Here are some examples of how to execute this strategy in real-world scenarios:
- Your website visitor just abandoned their cart. Send them a notification (the quicker, the better) while they are surfing other sites to remind them to continue the checkout process. Offer a discount to entice them to complete the purchase. E-commerce companies love this revenue-boosting side of push notifications—reminders sent out via web push have been shown to significantly boost abandoned cart conversion rates.
- Your local brick-and-mortar store wants to get more foot traffic during specific times of the day. Set the notification to fire when a user is close to your store.
- Send notifications when users are likely to engage with them—which means not only strategizing release based on time of day in your local area, but also personalizing to time zones.
- Focus your messages to a tightly defined target audience so the content is relevant. You can do this by asking subscribers their preferences when they opt-in and by monitoring their on-page activities such as products purchased and pages viewed. For example, if a subscriber has been viewing baby strollers, changing tables, and diaper bags on your website for the last week, add them to an audience that targets people interested in baby products. This way, when you send blasts, you don’t send these users generic messages (which may cause them to opt-out). Send them notifications whenever you publish content around baby products or raising babies.
The beauty of behavior-triggered messages is that they can also be scheduled and automated, so the process is completely hands-off, putting time and money back in your pocket.
How Do Push Notifications Work?
Website push notifications require user permission before you can send them. Once users consent to receive your push notifications, they are added to your subscriber list, which means they will receive your future notifications. The best part is, users don’t need to be active on your website to receive the messages—they just need to be active on the internet.
Here is what this looks like:
When a user arrives on your website, they are given the opportunity to subscribe to notifications, as shown here:
Once they click “Allow” to give you permission, they are added to the subscriber list you set up with your push notification provider.
You can then send notifications to the subscriber. The messages will appear on the bottom right-hand side of the user’s computer screen. Here is an example:
When users click your message, they will be taken to whatever link you specified.
The Virtues of Push Notifications
Now that our push notification guide has shown you the power and potential of Pushnami’s platform, take a moment to consider how this channel can fit into your brand vision as a whole. Push notifications can contribute toward the fulfillment of various key business goals across marketing, customer service, and user experience sectors. How your organization specifically makes use of push depends on your brand virtues.
What are those virtues? Browser-based push notifications are immediate, communicate one idea extremely well and urgently, and—due to their opt-in nature—deliver that idea to your most dedicated and interested users. In and of themselves, they are wonderful. So how do they fit into a marketing strategy?
Let’s look at other common channels in a strategy. There is email marketing, for example, which delivers more detail about an idea and is also opt-in; there are social media channels, which are richer and more reactive, and tend to be better at building awareness than driving action; and there are all the channels of traditional marketing, from flyers and newspaper ads to big flashing signs at physical locations. So really, integrating a push strategy into your overall marketing plan starts with the channels and techniques you are already using.
Let’s say you have started funding a documentary video series for a cause. Your company’s name is in front of it, but there remains a question of how to get eyeballs on it. Social media will let you put up the video and keep it at the top of your presence, making it highly visible for those paying attention. But this method is passive; viewers have to come to the site. Push notifications, on the other hand, will get the video link in front of your biggest fans, the people most likely to share and talk about the video, regardless of their current activity or location. So while you will use other channels to get the video out there, the seed that will drive its ultimate success will likely be the push notifications you send out.
Building On Virtues
Once you have those virtues in mind, you will be surprised at just how often they fit in. Push notifications are sort of the fireworks of any marketing strategy. They are quick, they are visible, and they inspire people to one specific action. You might, for example, use them to lead into the launch of a new product after building it up on other channels. Any Apple user can tell you exactly when new products are arriving from their favorite company or when a new version of iOS is dropping.
So when examining your strategy, look for that one specific action you want your most engaged users to take—anything from sharing a video or buying a product to posting a review. Choose that specific action and use notifications to make it happen. This can either be the climax of a campaign or the inciting action—look at how albums are dropped, for example, with Spotify and Soundcloud using alerts to take users straight to the new content.
Website push notifications are a low-cost, effective marketing tool to add to your marketing arsenal. With high conversion rates, a low cost of entry, and easy setup, implementing this strategy is an easy way to increase engagement and sales and get more brand exposure.
Marketing with push notifications connects your brand with customers in the here-and-now. Not all push notification marketing platforms are built the same, and Pushnami is the leader in delivering cross-channel notification solutions to meet any business’ unique needs.
Now that you know all about using push notifications for marketing, discover what an AI-powered push platform can do for your brand. Request a demo of Pushnami today!