Push notification marketing allows you to extend the reach of your brand and best content. You can reach users on or off the web, as well as, on or off your website. Done well, sending push notifications can provide an enriching experience for your users. You can turn your users into brand advocates with an insatiable appetite for more.
Did you know … Push messages can be multi-channel:
43% of consumers are more likely to purchase when messages are part of an orchestrated marketing experience that unfolds over time and across channels. – Forrester Research.
In part one, you learned about the effectiveness of push notification for both web and mobile marketing marketing. We discussed the two types of push notifications: transactional and engagement. You learned about the best practices for targeting and user segmentation.
In part two we’ll dig into the message itself … The content you send to the user and how to make it strong and effective. You’ll learn how to time your push notifications, what to do after the push notification is sent and finally … How to set and track your push notification marketing goals to determine their effectiveness.
Push Notification Content
The success of your push messages relies on the strength of your message’s content. Delivering great messages is all about knowing what your users want.
Types of Messages Users Want:
• Messages that help make their life better or easier
• Appropriate and helpful geolocation-based messages
• Alerts that matter (really important breaking news, alerts that directly affect them, alerts based on their current geolocation)
• Messages that keep them posted when it’s important (Your order is almost ready, your food is on its way, etc.)
• Messages that help them continue where they left off (Because we all get distracted at times and hate losing our place)
• Deals or offers based on their preferences (Things they want to buy – not things you want to “sell” them)
• Rewards that have a real value (to the user – not always or necessarily money)
3 Factors Of Strong Content For Push Notifications:
1. Subject: message to send.
2. Copy: how to phrase your message.
3. Personalization: make the message fit the user.
Choosing The Subject For Your Content
1. Determine your goal
You need to know the end goal for your notification. What action do you want the user to take?
For example, make a purchase or share on social media.
2. What is the value for the user?
What does the user receive in return for completing the desired action? What can you offer to entice the user to take action?
For example, the user may receive a free download for social sharing or receive a discount on a purchase.
Creating Strong Copy For Push Notifications
By nature, push notifications tend to be inherently brief. Therefore, in a general sense, snappy and attention-getting phrasing is the most effective. However, personalization is also extremely important. Thus, you must give strong consideration to who you are writing for – the particular user segment.
Here are some guidelines for creating your push notification marketing copy …
1. Brief and brilliant: most push notifications display 40-65 characters on a device home screen. Therefore, every character counts.
2. Precise and clear: you don’t have enough space to be vague. Choose your wording wisely, selecting words that have precise meaning. Avoid wording that can be taken more than one way. Ensure that your reader will understand what you are trying to say, what action you want them to take and why they should take that action.
3. Attention-getting: to get users to read your messages, you first need to get their attention. One way to stand out – is to be clever. But don’t be clever for the sake of it. Avoid puns. Your cleverness has to be in context and drive an action. Your clever wording has to make sense and mean something.
4. Irresistible: the majority of push messages are sent to motivate users into taking action. Make your message compelling. Wherever possible, create a sense of urgency. Time-limited or “fear of missing out” offers work well.
5. Personalize: make the user feel the message was written directly for them. Understand the segment(s) you are writing for. Put yourself in their shoes. Understand that their mentality is: “What’s in it for me?” Make sure your message will resonate with this segment and is a message they’ll want to receive.
Timing Your Messaging
With push notifications, as it is in life, timing is everything. A perfectly-crafted message delivered at the right time is a cornerstone of successful marketing.
Figuring out the right time
To time your messages perfectly, you have to walk the line between user preferences and message urgency. Good timing is welcomed. Bad timing is annoying and can cause users to disengage or opt-out.
As we discussed earlier, there are two main types of push notifications: transactional and engagement.
Timing Transactional Push Notifications:
Transactional push notifications are typically triggered by an external event. These types of messages generally determine or suggest their timing themselves. For example, a receipt might be sent immediately after repurchase. A reminder message might be sent at a pertinent or prescheduled time.
Timing Engagement Push Notifications:
Engagement messages differ in that they are primarily marketing messages. These types of messages need more consideration when it comes to timing.
One inherent difficulty is that every user keeps their own and different schedules. How do you deal with this? The most logical, and frankly, the only solution is to send these types of push notifications at the time each individual user prefers to engage with the app.
Your system needs to be able to understand your user’s usage and behavioral patterns. While this sounds like a difficult task to implement, there are easy ways to automate this.
User Action After The Push Notification
Once the push message has been sent, your work is not over. You need to keep implementing a rewarding user experience.
In best practice, personalization should continue after the push message has been sent and after the user clicks through. This can be achieved with deep linking.
Utilizing Deep Linking
Deep linking allows you to personalize the user experience that happens after the user has made a click on your desired action.
For example, a user has made a purchase. Typically, users might all be sent to the same post-purchase landing page. However, with deep linking, you can create a dynamic experience that would send the user to a personalized page unique to them.
One type of deep linking experience could be a personalized shopping cart that remembers their purchases and/or make recommendations about previously viewed items. Further, with the user already logged in, they could also have the ability for one-click purchases on those recommendations.
Another way to enhance the user experience users will find rewarding, is to allow them to customize their preferences. In this way, your user is actually helping to define how push messages will benefit them.
Tracking Push Notifications
Another action that must be taken after the push notification has been sent, is to track and evaluate their effectiveness.
Tracking your metrics for push notifications, in most respects, is no different than setting and tracking any other types of marketing goals. This article on “How to set and track marketing goals” will give you all the important information you need.
That said, there is one critical difference. Open rates and click-throughs alone are not enough to consider the effectiveness of your push notification marketing. User action and response, both positive and negative, are important factors.
Here are the basic questions you need to ask to track and evaluate your push notifications:
1. What was your goal?
Your goal might be one or more of several things including: sign-ups, sign-ins, purchases, social shares, revenue, overall app usage, a specific action within the app and more.
2. Did your user take the desired action after receiving the push message?
Simply, to what degree was your goal achieved? Also, when evaluating user action … Don’t look at your desired action only. Examine what other actions your users take in addition to your desired action or instead of it. You can learn a lot from this type of user behavior.
3. Did your users care? Did they have a positive experience?
This question is answered by seeing the number of users who re-engaged with your app after receiving the push notification. In other words, did the push notification drive increased activity?
Another signpost for your metrics here is looking at the number of push notification opt-out and app uninstalls.
Push Notification Marketing – Key Takeaways:
☆ Push Notifications are a highly effective way to enhance user experience, to drive user engagement and to generate or increase revenue.
☆ Transactional Push Notifications are triggered by an external event, such as a user action or scheduled reminder.
☆ Engagement Push Notifications are sent to drive user engagement at a particular time. Good timing of engagement push messages is imperative. Timing works best when it initiates based on the times each individual user interacts with the app.
☆ Targeting must be well-implemented to achieve effective personalization. Your database of user profiles must contain user preferences, geolocation, behavioral and demographic data about your users.
☆ User Segmentation is essential for providing a personalized user experience. Micro-segmenting is advised.
☆ Tracking and Measuring your push messages will help you evaluate and improve your push marketing. Determine your goals and key performance indicators. Consider both the positive and negative actions of your users. Consider the actions users took in addition or instead of your desired goal.
AdStation Web Push Notifications
In beta testing, AdStation’s publisher clients have measured opt-in rates of up to 40% and engagement rates north of 20%.