Push notifications hold the key to reaching highly engaged audiences in opportunistic moments. And with opt-in rates currently averaging 67 percent of consumers – a stunning 91 percent on Android devices – push has emerged as a crucial channel in the marketing mix.
But in a world where every message is competing for a slice of attention, push notifications may end up being ignored as just another annoying ping in the user’s pocket.
That’s why playing push strategically is the only way forward, as proven in our new case study featuring Selligent client and edtech tutoring system, ABA English. Combining behaviors captured in universal consumer profiles with our platform’s mobile features, ABA English delivers personalized offers at the right time and on the preferred channel for each user – increasing engagement by over 35 percent and customer retention by 48 percent.
These numbers are an inspiration to get the most out of push, so here are 5 quick tips for boosting your push notification strategy with a few tweaks:
Don’t be too ‘pushy’
Besides SMS, push is the most immediate path to reaching your audience in real time. Therefore, make sure not to rush things and don’t ask for push notification opt-in the very first time they launch your app. Demonstrate some value first and always respect personal boundaries: when asked why a “personalized” marketing message annoyed them, 32 percent of internet users said it violated their sense of privacy.
Timing is everything
Just a single, ill-timed push notification can ruin an entire relationship. According to a recent DMA survey, 78 percent of consumers would instantly delete the entire app if annoyed by a push message. Use tools like Journey AI to practice send time optimization based on each user’s engagement history. And adjust your marketing pressure to limit the number of automatic triggers firing simultaneously.
Leverage real-time customer data
Push notifications are a real-time marketing tool, so make sure to use the most up-to-date consumer data you can get. Over 56 percent of consumers say it’s ‘really annoying’ when brands keep promoting products they have already bought. The best way forward is to combine insights from universal consumer profiles with real-time behavioral data. And if you have location data, use it: Location-based push messages yield up to 40 percent click-through rates!
Test and test again
Push notifications work best when they’re short, personalized and lead to rich content after the click. Use all your testing and reporting tools to find the magic formula for your audience and focus on the right metrics: Conversion rates are super important but make sure you define ‘conversion’ in a specific (and trackable) manner. Also keep an eye on open rates, retention rates, and opt-out rates to see effects on long-term loyalty.
Watch the bigger picture
Remember that push is just one arrow in your omnichannel marketing quiver. Perhaps certain users would prefer receiving emails instead? Also, know that in-app notifications – one of our platform’s integrated features – are a great way to reach those other 32.5 percent of users not opted in to push notifications. And to reach those consumers who have not downloaded your app, make sure to equip your website with browser push notifications, or ‘app-less’ notifications while keeping in mind these tips.
For motivation, download our new case study on how Selligent client ABA English boosted mobile engagement and revenues with an efficient push notification strategy.