We might think that mobile push notifications might have been considered a secondary aspect of your app's functionality. But, they have taken centre stage.
Mobile push notifications have become an indispensable component of the mobile app experience. They are no longer optional since many apps want to prioritise.
As consumers, we value receiving messages from our preferred apps, whether it's a breaking news update, a prompt to review our monthly bank statements or a friendly reminder to log our morning meal.
Such types of mobile push notifications have become a regular occurrence in our daily lives. Savvy app marketers should recognize their significance within a well-planned multichannel or omnichannel messaging strategy.
Let's dive into the precise reasons and methods through which these swift and impactful notifications can contribute to achieving your broader marketing objectives.
What Do Push Notifications Do?
Let's start by covering the basics. What exactly do we mean by mobile push notifications?
One article from TechTarget shows that push notifications are commonly referred to as server push.
Mobile push notifications are instant messages that pop up on a user's lock screen. These concise banners become visible regardless of whether your app is currently open or not.
They can include various types of media, buttons, and customised elements, such as addressing the user by name.
Mobile push notifications are sent from mobile apps to users who have opted to receive them. These notifications are made possible by platforms like Google Android and Apple iOS. And they are transmitted through the push notification service provided by the operating system of each respective platform.
What are the Benefits of Push Notifications?
Now that we've grasped the core concept of push notifications, let's explore the rationale behind their integration into your mobile app.
- User Control through Opt-In: Users retain the autonomy to choose whether they wish to receive push notifications (PNs) or not. This user-driven choice minimizes the likelihood of users uninstalling your mobile app due to PN preferences, creating a situation where only those genuinely interested in PNs will receive them.
- Flexible Location-Based Notifications: PNs exhibit flexibility by being adaptable to the user's location. This adaptability enables you to tailor your marketing approach to specific markets or regions, heightening the potential for achieving success.
- Enhancing User Experience: Beyond being a mere marketing tactic, push notifications also contribute to improving user experience. While closely related, there's a distinction between messages that merely promote new features and those that offer tangible user benefits. Crafting the right message is pivotal.
- Boosting Conversion and Monetisation: Push notifications serve as effective calls to action, encouraging immediate user response. When implemented skillfully, they can motivate users to interact with your app, thus elevating conversion rates and driving monetization efforts.
- Driving Engagement and Retention: Push notifications not only spur conversions but also play a key role in increasing user engagement and retention. Their dual functionality makes them a valuable tool for enhancing both aspects. However, maintaining balance is crucial; excessive notifications may prompt users to opt-out or cease app usage.
How to Boost User Interaction with Push Notifications?
The art of Using push notifications to boost app-user interaction demands a strategic approach. Here are some effective strategies for engaging users with push notifications:
1. Personalisation for Connection
One of the keys to engagement is personalisation. Craft push notifications that resonate with users on a personal level.
Address them by their names and recommend content or products based on their preferences. This creates a connection that draws users in.
2. Relevance
Users are more likely to engage with notifications that are timely and relevant to their needs.
Sending notifications about ongoing offers or updates at the right moment enhances their value and the likelihood of user interaction.
3. Interactive Engagement
Interactive push notifications provide a seamless user experience. Users can take actions directly within the notification itself, without navigating to the app.
From answering a survey to making a purchase, these interactions deepen engagement.
4. Strategic A/B Testing
You can experiment to discover what resonates with your audience.
Conduct A/B tests to gauge the effectiveness of different notification formats, messages, and timing. This data-driven approach hones your strategy.
5. Value Over Promotion
While promotions are important, value-driven notifications stand out. Share tips, insights, or exclusive content that benefits the user.
This builds a sense of trust and positions your notifications as valuable rather than intrusive.
6. Optimal Timing
Timing plays a vital role. Sending notifications when users are most active ensures they don't go unnoticed.
But, avoid timeframes when users might find them disruptive, such as early mornings or late evenings.
7. Urgency and Limited Offers
Creating a sense of urgency prompts immediate action.
Notifications about limited-time offers or expiring deals pique users' interest, encouraging them to act swiftly to avail the opportunity.
Wrapping Up
Push notifications can be a valuable tool for connecting with your audience and supporting the success of your mobile app once it's installed.
But, it will require time and effort to figure out the right balance and ensure they're more helpful than harmful.
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