While sifting through a marketing software list, you would find applications that help you reach your marketing objectives through various channels. And then your eyes land on a suite that offers a push notification marketing solution and you begin to wonder whether it is worth including in your marketing tech stack.
Below, we discuss five reasons why your business should use push notifications to help you decide to include this marketing tool in your plan.
But first, let us discuss what a push notification is.
If you have a browser or mobile apps, you would have encountered these already. This is a short message that you can personalize and send to a user via their device. Using a marketing software, you can automate their serving, even if you have a one-on-one targeting push.
Push notifications are messages you can send to users directly on their devices.
With this channel, you can make your communications increasingly personalized, relevant, and sent at the most appropriate times.
Beyond those things, here are what you can do with push notifications.
1. To gain new users
On your website, you can ask visitors to register on your business’s app or website. You can do this through your marketing software so that you can create a loyal customer base. But what if they did sign up but did not complete the process? How are you supposed to keep them engaged? You can opt to remind them via your email drip campaigns or you can take another route, such as push notifications.
As long as recent users gave their permission for you to send notifications to them, they will continue receiving these alerts unless they change the setting. You can take advantage of this opportunity to prompt them to complete their registration in your app. This way, you can gather actionable information that would enable you to personalize future interactions with them. On top of that, you can begin building a loyal customer base through this marketing tool.
2. To promote new products or offers
According to research posted on the American Marketing Association website, consumers have come to expect discounts from businesses, especially those in the retail sector. However, not everyone can keep close tabs on the sales schedules of shops. And even if you offer great savings, it would amount to nothing if the number of customers who bought your items is below your expectations. To mitigate this, you have to be active in communicating with buyers across multiple channels.
Take a cue from the e-commerce industry for example. Business of Apps cites in an article that this business category has the most users of push notifications (22.03%). The economic niche uses this as part of their omnichannel marketing strategies to let consumers know about new offers and discounts (83.33%) and to announce their latest products (50%).
And considering that 25.29% of users like to receive alerts from shopping and retail businesses, this is a marketing method that is worth considering in your own plan. By doing so, you increase the likelihood of boosting your sales and enhancing your bottom-line during the promotional period.
3. For continuous customer engagement
In Android devices, push engagement is steadily on the rise. In fact, it has a 91.1% opt-in rate. Meanwhile, iOS push engagement is at 43.9%, as mentioned by Business of Apps. This is mainly due to the fact that Android has an opt-out strategy, the opposite of iOS.
iOS adopts an opt-in stance, leading to lower push engagement rates on Apple devices.
While users enjoy receiving push notifications from you, you can take this particular path to keep them engaged. Even when your brand does not have upcoming sales and promotions, this is still a marketing practice that can make sure your target audience keeps your brand in mind. You can conduct this on top of your social media marketing strategies to boost efficiency and gain a wider audience reach.
What can you do though? If yours is a retail or shopping app, you can remind users to look through your catalog once in a while. You can also engage them via push notifications and let them know what is new with your business (not necessarily a product or service; it could be an advocacy or something similar), if you have something that would make their lives easier or if you have an alert on things that matter to them, and more.
4. To get feedback from clients
Actionable notifications are one of the push alerts that get a high rate of engagement from users. This is especially true for those that invite customers to offer their input and thank them for that. In this case, you can configure your marketing management software to tell your audience that their feedback would be helpful to your company.
You can do this immediately after the customer interacted with your customer service or if they recently bought something from your website, app, or brick-and-mortar store. If they had a great experience, they are more likely to give glowing reviews and give five-star ratings. This way, you can count on their positive experience with your brand to increase your reliability and attractiveness to consumers.
However, this tactic does not work 100% of the time. Still, you can increase your chances of consumers engaging with your push notification by offering incentives. It could be a discount coupon, it could be a number of points that go towards your loyalty program, or it could be another exciting perk.
5. To drive repeat purchases
Did you know that retaining existing customers is more cost-effective than finding new leads and converting them? And did you also know that just by boosting customer retention by 5%, your profits gain a boost of 25% to 95%? These are statistics provided by Bain & Company, and shared by Forbes through an article.
Keeping those numbers in mind, you should be able to set up your digital marketing software for agencies towards customer retention strategies. While your first thought may be to use email for this, it could be beneficial to use other methods like push notifications as well.
As long as you keep your marketing list updated and your contacts correctly segmented, you can send targeted messages to loyal customers to entice them to purchase something within a certain period. This way, they can make repeat purchases during that time, which would boost your bottom line.
Applying the best practices of push notifications
While push notifications on devices and web browsers have impressive engagement rates, using them too much would have drawbacks. Specifically, users are highly likely to mute your alerts for good. That is why it is important to keep the best practices of push notifications in mind:
- Timeliness – Make sure that you send notifications at the right time. For example, a customer just purchased something from your web shop and is awaiting delivery. You can inform them through a push notification that their package is on its way.
- Relevance – Before you send a notification, you have to ask whether your message is important to the receiver.
- Brevity – Nobody likes to have to read long messages on their notifications board. Thus, you have to maintain the brevity of your alerts.
- Application – Push notifications work when implemented correctly. This means that you have to configure their automation, the segments to which certain messages are sent, and you have to be careful about the permissions that users provide. Because again, it matters whether the message is of any use to a person.
As long as you apply these practices in your push notifications marketing, you can enhance your relationship with your customers.
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