Create Effective Marketing Strategies Using Push Notifications

 

Push notifications are enabled by default on mobile devices, and 52 percent of users prefer to keep them enabled, especially if they favor the app or the brand that gives them those alerts. To the business, these notifications help boost customer engagement and drive growth. However, that is subjective to the marketing strategy being used. Understanding the nature of push notifications and how consumers perceive them could help marketers develop creative marketing strategies to make them effective every time.

 Not your regular marketing messages

 Mobile marketing strategies used to involve sending direct messages to the user via SMS. Now, organizations can use push notifications from their app. They are delivered directly to the device to show on the alerts or notifications bar and possibly appear on the lock screen. This marketing technique does not require the user’s personal contact information, except for the app installed on their device. Users, however, still have the option to turn off those notifications.

 

An advantage of push notifications is that they can provide short personalized messages that users can read without opening the app. If they’re interested to learn more, they can tap on the notification, and the app should load. This keeps users engaged with the brand, whether they’ve been active or inactively using the app. 

 Some best practices businesses should know.

 Push notifications can annoy the user, especially if they seem too frequent, pushy, and disruptive to the user’s activities. That said, here are some of the best practices to know when creating effective marketing strategies with them:

 

• Personalize and provide targeted messages so they seem relevant to the user every time. 
• Instead of sending default requests to permit sending notifications, time them to ensure that the user will permit them. For instance, in an ecommerce app, it may want to ask the user following a purchase. This way, the marketer could show the value of push notifications, such as notifying the user about shipment status and delivery status. 
• Deliver actionable alerts by including a call to action, which should convince the user to take a desirable action. 
• Use sparingly. Otherwise, the notifications will seem intrusive and annoying, and users will disable them or, worse – uninstall the app. 
• Use the user’s geolocation for location-based push notifications. This may help direct a user to a particular store nearby.