Push Notifications For Improved Customer Engagement
What Is A Push Notification?
First of all, this may seem like the wrong topic for a Website Programming Blog since it’s all about mobile apps. Well that may be true to some degree today, push notifications are moving into the realm of web browser technology. Although not covered in my previous article on Web Development Trends, push notifications are most definitely a trend of the future.
So what is a push notification? A push notification is a message sent by an app publisher that pops up on a mobile device. Push notifications can also be sent to Windows 10, Windows 10 Mobile, XBox and several other supported platforms.
App publishers can send push notifications at any time, and the user doesn’t have the app running – or even have their device open – to receive them.
Push notifications look like incoming text messages, and they’re only received by users who have the app installed. Each mobile platform has its own support for push notifications. For example, iOS, Android, Fire OS, Windows and BlackBerry all have their own services.
What Are Push Notifications Used For?
For app users, push notifications can provide value and convenience by connecting them with informative and relevant content, such as:
- News reports
- Sports scores
- Traffic updates
- Weather or ski reports
- Flight information
Since they can be sent and received whether the app is open or not, push notifications provide an easy way for app publishers to connect directly with customers. Here are some examples of how publishers are using push notifications to connect with customers or to enhance the user experience:
- Connecting users with chat messages sent/received by other users, such as Facebook
- Special offers and promotions designed to increase sales
- Event reminders to increase attendance
- Bill payment reminders
- New subscription offers
Different Types of Push Notifications
Push notifications are grouped into several classes based on the desired result or purpose of the notification. Let’s have a look at the main types of push notifications.
Marketing Push Notifications
Marketing push notifications are used to announce or promote product sales and other special offers. These are generally laid out as limited-time offers to help stimulate customers at specific times. For example:
- Tap to save at Bed Bath & Beyond…15% off all items until closing today!
- Get your tickets for Aerosmith and get a free tshirt.
- Montreal Canadiens vs Toronto Maple Leafs this Saturday – some seats still available.
Engagement Push Notifications
Engagement push notifications are designed to engage the user and to prompt them to take action within the app. Using this strategy effectively provides value and can help encourage users to revisit and continue using the app.
- Home Security: A light has been turned on in the living room.
- Your monthly Site Uptime report is ready for review.
- Your page Electric Silk has received 4 new likes.
Retention Push Notification
Retention push notifications are used to retain existing customers or to motivate them to take a specific step, such as completing a purchase transaction or extending a subscription.
- Electric Silk updated their business hours.
- Your account at somesite.com is about to expire. Tap to renew.
- You left with items in your shopping cart. Return now and get 25% off on this order.
Transactional Push Notification
Transactional push notifications are used to send account or transaction information that is useful to the user. This can include things such as order status, order shipping informaton, product or app updates, and more.
- Your order has been shipped. Tap to view tracking information.
- There is an update available for Something Sofware. Tap to install.
- Your order is being processed. We will notify you when the status changes.
Push Notifications Work!
Push notifications boost app engagement by 88%
When used properly, push notifications are a great way to drive users to engage with your app on a more regular basis.
65% of users return to an app within 30 days when push is enabled
While 65% of users return to an app when push is enabled, only 19% of users who do not have push enabled return to an app within 30 days.
50% of users opt into push and find push messages useful
With 50% of users choosing to opt-in to push notifications, app marketers have a prime opportunity to prove their app’s value via push. Every push message should be segmented and crafted with the end user in mind to ensure this value is clearly depicted.
Improve Customer Engagement With Push Notifications
Push notifications are effective because they allow immediate and personalized communication with customers using your app. You can use your app data combined with powerful push tools to promote powerful user experiences.
The goal is to be subtle and appropriate so it’s re-engaging, and not irrelevant or intrusive. With the latter, the user will ignore push notifications or turn them off completely. Worst case scenario is the user uninstalling the app altogether.
If your app isn’t already taking advantage of push notificatons, the time to do so is now.
If you’d like more information about push notifications, or if you’d like a free consultation, feel free to contact us.