When to Automate Your Push Notifications
Automation can be great, provided it is used the right way.
When should you automate your notifications? Many campaigns like the convenience of automation, because you can just “set it and forget it.” However, concerns about frequency and timing often trip up even the best campaign designers. Too frequent, and you will alienate users. The wrong timing, and your notification will never be seen. So how can automation help, and when is it most effectively used?
Automation And Notifications
There are two questions you need to ask yourself when automating. One, is your user best served by this notification being automated? Two, is the notification you are automating something that your audience expects to be automated? Before you answer either of these, remember that push notifications are urgent bursts of single points of data or ideas and have to be considered in that context.
The second question is the easier to answer, especially if you let users configure their own notifications. For example, a brokerage might use notifications to let users set an alert for the price of specific assets once they reach a certain price, or a user might configure a site with a podcast to let them know when a new episode is posted.
This leads to the answer to the first question, which is entirely about whether you need to inform your users, or whether you need them to do something that they are not expecting. Consistently, passive alerts, where your user just needs the information and does not to act on it, are the best to automate. Product shipping, custom price alerts, appointment confirmations, sudden closings, weather alerts, and payments received or sent are all items that customers want to know about but do not need to act on. It is a good idea to configure something to click through on, but it is not necessary.
Automation can go anywhere and do anything.
Passive Vs. Active
Consider active alerts in this context. Active alerts are when you want a customer to do something like buy this thing, consider this sale, book this trip, and so on. These are the campaigns that you have to focus time and energy on and that you have to carefully schedule and time so that your audience is ready to engage. You can use automation in these campaigns, of course, and should, particularly when scheduling the notifications to be pushed out in order to ensure they arrive at the right time zone. Though some automation is involved, much of the planning and structure will be handled by humans.
Keep in mind that audiences are forgiving for passive alerts and alerts they set themselves, so properly automated alerts are not going to conflict with this campaign if an active message arrives right after or right before a passive one. Users are not going to be annoyed you prompted them to buy something and then an alert comes in telling them you have received the order. That is just polite! They will also be more forgiving of impersonal “form” messages, like “Your package containing your product has shipped.”
By separating active uses, like campaigns, from passive uses, you will be able to better serve your users not just with messages, but with the data they need. Ready to see how push notifications can improve your business? Sign up for a live demo of Pushnami today!