Top Reasons to Use Rich Push Notifications
Images catch your audiences full attention.
Should you use “rich” push notifications? As technology and software advances, it is becoming easier and easier to fill your notifications with not just copy, but images as well. When is it worth using, and when is it better left for another day?
Why Use Rich Notifications?
Rich notifications can add more value. Consider, for example, a browser notification announcing a new product. Text can only go so far, in many cases. Most people want to see a picture of the product, perhaps being used or otherwise manipulated. For a sale, you might put the sale code in as an image as well as in the copy. Rich notifications, used correctly, can turn a “maybe” into a “yes” in your call to action.
That said, though, like any tool, images in push notifications need to be used carefully and thoughtfully. The world increasingly demands on your clients’ attention, and as a result, users are becoming more selective and more likely to push aside anything that does not seem relevant or interesting to them without a second thought. Even with an engaged audience like those for browser notifications, there needs to be a process in place to consider how a rich notification adds to the experience.
Be on the right page with media use.
Tips For Better Media Use
- Copy should be first. Choose media after you have written your copy, instead of writing copy around media. Not everyone will have rich notifications enabled, or be on a platform that supports them, so copy should be your lead.
- Find images that add value to your notification. “Value” is a subjective definition, but the best way to approach this is to ask how it is connected to, or otherwise plays off, the copy. For example, if you make a joke in your copy, and there is a funny image handy that accentuates the joke, that can be seen as adding value.
- Make sure each image you choose matches the tone of your campaign. One of the downsides of rich notifications is that if they go wrong, they can distract from your message. Featuring a celebrity or a seemingly unrelated image in your notification may not help your case. Pick your tone carefully, and your content to go with it.
- Remember that you never get a second chance to make a first impression. What will your user think the notification is about when they first see it? Keep in mind, with rich notifications, your media will likely be your first impression. It is much quicker to look at an image than it is to read copy, so ask yourself what impression the media you choose gives.
- Always check the use rights for any images. It is one thing to pull from your own marketing materials, but everyone working on notifications should be aware of fair use rules, especially if you are straying from materials you produce yourself. If you do not know exactly where a photo came from, and you do not know exactly what your permissions are for that material, do not use it!
Rich notifications add value to your browser notification campaign. With careful use and consideration, you can build out a better campaign that draws more attention, gets more clicks, and feels more like your strategy. If you are ready for better notifications, sign up for Pushnami today!