Content Strategy, Social Media Marketing, inbound Marketing, Writing
1:23 PM, 29th May 2018
discussion happening on inbound.org
Some of the responses that this thread got, give clear insights into the challenges of push notifications as a channel of engagement and conversions:
And, there are a number of other reasons and comments on what is making users refrain from opting in for browser push notifications. In a nutshell, here is the recipe to disaster when using push notifications:
For your browser push notifications to succeed you need to follow certain dos and don’ts that will keep you from faultering. For example, the ground rule is to keep your message short and sweet, around 20 characters.
Another tip is to use emojis with caution. You should not go overboard with smileys or with emojis that are difficult to comprehend. For more on the do’s and don’ts of push notifications check this post. The following image further explains how to nail push notifications for more engagement and conversions:
The shortfalls and challenges of web or browser push notifications can only be addressed by crafting a push notification strategy based on user behavior. But before you chart out your course of action, you need to measure performance of your past campaigns, know what made them fail or succeed, and then optimize your campaigns to perform better on these metrics. Some of the metrics that you must measure are listed as follows:
Habit-forming products align the external trigger (a push notifications for example) with the moment when the internal trigger is felt (say the feeling of uncertainty or boredom).
The closer the timing of the external trigger is with the internal trigger, the sooner the association is formed.
For instance, imagine you have a connecting flight and only forty minutes to spare. As soon as you land, you’re worried about which gate to go to next and how long it will take you to get there.You turn your phone off airplane mode and voilà: there’s a notification from your airline with all the right information.”
You can read their entire article on notifications that work, for more refreshing insights.
There are a number of factors that play a key role in optimizing push notification timings. Location, for example, must be considered if your eCommerce business runs across borders. You could also optimize your timing based on your user persona. Have working mothers as a user persona? Push out your notifications as per the days and time when you see maximum engagement from this persona.
Personalized messages are important because they understand your users’ needs and send out communication that addresses only those concerns or requirements that the user actually has. This way, push notifications become a help rather than an unwelcome intrusion and distraction. When your personalized web push notifications are based on certain triggers, they become all the more relevant. You can personalize your push notifications on certain factors such as browsing behavior, purchase history, location, and event triggers. Read about these four use cases on personalized push notifications in one of our posts.
While personalization can fetch you higher engagement and conversions, combining it with behavioral automation can further improve the results that you get on your push notification campaign. Comprises three elements – buyer behavior, marketing automation, and real-time interactions, behavioral automation ensures that your communication is highly relevant for your users.
Are your users opting out or ignoring your web push notifications? It is time to dig out the reasons and find out if your alerts are annoying them. Understanding what your users really think about your web push notifications is the first step in creating more meaningful communication and engagement. Once you know what is annoying about web push notifications, it is time to fix it.
P.S. This post was originally published here on Wigzo.com
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