Therefore, what should be done by the marketers to break out the noise of the things they are doing to their customers? How an app marketing strategy can increase their customer engagement without being brash and in a more sophisticate manner.
The answer is Push Notification. By integrating push notification into your customer app marketing strategy, you can be assured of delivering distinct and specific value to your end users. Push notification can help the marketers to create a personalized and deep relationship with the customers that will delight them.
So, let’s have a look about how push notifications work, what they are and the specific strategies in which they can be used to its optimum.
In simple words, push notification is a message that pops up on the home screen of your smartphones. Push notification is a delivery of information from a software app to a computing device without client’s request.
It is a boon for app publishers as they can send notifications anytime and the users need not be logged in or using their device in order to receive the notification. Push notifications are like text messages, but they can be received only when the user has downloaded the app and has agreed for the app to allow them sending a notification.
Another advantage of push notifications is that the mobile does not require any specific applications in order to receive a message. Different OS platforms i.e. Windows, Android, iOS and Blackberry have their own specific services in order to provide push notification to their users.
Importance of Push Notifications:
With Push notifications, app marketers can directly speak to a user or a segment of users. They can also avoid the threat of getting into the spam filters or being overlooked at the inbox. As per studies, the click through rates of push notifications are 50% high as compared to emails. Moreover, of the total app customers, 68% of customers have enabled push notifications to their app. Moreover, push notifications messages have a whopping 92% higher mobile app retention rate.
Because of their direct and intimidating approach, push notifications are used in increasing brand engagements and promoting offers in order to increase sales.
In order to create an optimum impact of your push notification, implement segmentation of your customers in your app marketing strategy. Your conversion rate depends on how deeply you analyze and personalize your segmentation process before sending the push notifications.
You can segment your users according to their in-app behaviors or obtain information about them from your CRM. As the stats show, click rate increases by 8.6% for behavioral based segmentation and 13% for profile based segmentation. Moreover, when you segment your customers by behavior and profile, the click rate increases to a whopping 31%.
Make Sense with Your KPI:
Knowing your KPI will help you in matching your business goals and will enable you in becoming a leader in the mobile world. Make sense with KPI by including engagement, revenue value and long term conversion rate in your performance indices.
In depth analysis of KPI will help you to understand the true impact of push notification and what it does in enhancing your app engagement. Because initial success of a particular message cannot make sure the long term benefits and fore sighted goals of a campaign.
Timing does matter:
Timing plays the most vital role to send push notifications and is of utter importance. No matter how crispy and enticing your notifications are, they would not work if you won’t optimize the timing of your messages. Send them when your customers have time to act i.e. during morning rides, or afternoon on weekdays.
Stats show that Thursday is best day for push notifications as it has the highest percentage of click rates. Moreover, notifications send between 10 a.m. to 1 p.m. has the highest average click rates which are up to 15%.
In addition to this, also keep an account of your audience’s mood and their adaptation time. As mobile is continuously changing the magnitude of the technology world, timing is the key to keep up with your customers.
Make Content Your King:
Make the content of your push notification as precise and as personalize as you can. It can vary according to the app category, but the essence and belief you put in your words can make a drastic difference with the click rates. Moreover, keep a regular check and iterate them as you learn what your customers want to read. Stats show that including the top used words like “off”, “come”, “only”, etc. can increase the click rate by about 14%.
“Be the silver lining”, admits of all the hustle and bustle with your push notification messages. Make them precise, thoughtful and well researched so that they can have an ample impact. Take into account the analytics and the market condition so that you can use your most efficient tool (push notification) in a more effective manner.