When it’s necessary to push users to action, the main thing is not to overdo it.
In today’s article, we will share with you the best practices of using push notifications.
When planning your strategy, first of all, it is important to remember the following points:
- Get the resolution (and use the opt-in screens for mobile operating systems.)
- Suggest something useful or valuable to the user in every message.
- Segment the recipients in the targeted groups.
- Test your ideas (track the effectiveness of each again, again and again).
- Thoroughly plan the time and frequency of sending messages.
These are quite obvious and well-known recommendations. But the practices listed below will make you look at push notifications in a new way.
1. Be patient
In his journal for Relate marketers, the famous communications platform AAppboy says that the push-notification strategy is a long way to collect data. If you send only 6 notifications per month, you will not be able to evaluate the effectiveness of your campaign even in the first few months. It may take a lot of time for users to respond positively or negatively to notifications. Of course, you can get preliminary data on involvement, but to assess long-term involvement, you will have to wait.
2. Words are very important, use them sparingly
Developers of the marketing platform Selligent and mobile analytics specialists Localytics call memorable notification language the key to the success of the campaign. Selligent recalls how important it is to summarize your thoughts and sound convincingly. Push notifications are not suitable for complex texts. Localytics in their study notes that the same CTAs and words that work for other channels work effectively to push notifications.
Remember that users will quickly look at the message and in just a couple of seconds decide whether it is important. Therefore, your words should talk about the urgency of the message and encourage you to take action.
Notification is urgent or just for information? Act now or later?
Clearly let us know what kind of reaction you expect from users, and make sure that the chosen level of urgency matches your message. Subscribers will most likely disable notifications if you overdo with “urgent” messages.
However, the short notice rule has its own exceptions. For example, when long messages use an application to pay for parking. The “brevity rule” is violated, but this is done for the convenience of users since the notice contains all the necessary information for parking confirmation.
3. Do not annoy users
Now about the role of vibration when receiving push notifications.
Push notifications act in the user’s personal space. People everywhere carry smartphones with them, even sleep with them, so messages with vibration are perceived already on a physical level.
On the one hand, it’s good, but it can have negative consequences. If the notifications are urgent: you are about to be late for the plane, or your colleague wants to tell you something important, then the vibration will be a very valuable tool.
Otherwise, the vibration will only annoy, and the likelihood that the user will decide to remove the application will increase significantly. Therefore, you should not install it by default for messages about friends or posts that you like.
4. Identify your KPIs
This item should be in any marketing communications program, but unfortunately, in practice, it is often forgotten.
You should understand from the very beginning what you want to achieve with push notifications.
Discovering the application? Registration? Estimates of the application?
Define the goal, assess your current situation and measure the role of push notifications in achieving the goal. But remember that it can take time.
Of course, it’s worth experimenting, and you will not always know all the key KPIs. It is important to have a plan and act on the basis of the data obtained. Only the data will help you understand what works and what does not. In good push-platforms there are all necessary tools of analytics, often pay attention to them.
5. Configure transitions
It’s not that annoying, just like when you hit the application home page when you click on the notification.
People will click on push notifications if they redirect them to the current content. If their expectations are not met, next time users will no longer want to click on it.
Many e-commerce applications commit this error by redirecting clients to the home page, rather than on a particular product or stock page. To avoid this, you need to correctly configure the transitions when clicking on the notification, otherwise, its effectiveness will dramatically decrease.
Make sure that you offer useful content to users. Opening a home page or App store is not enough. If a person decides to give you attention, do not miss this chance.
Make a plan, stick to it and use a suitable platform.
As in any Omni-channel communication, it is necessary to make a plan and select the appropriate tools to create a holistic experience.
Infobip offers an omnichannel solution that integrates SMS email push messengers and voice services to promote a single message and easy campaign management.