Push notifications provide app publishers with invaluable access to users’ screens, by sending them messages that pop on their mobile device screens and, even, sending them audio alerts for their attention. This tactic has been used by app marketers for years to increase retention and users’ LTV. But such an exclusive access to a prime real estate requires to provide enough value so it doesn’t become annoying and result in the app being blacklisted for notifications, or even worse: app deletion.
Using push notifications through different apps has become a way to carry on your strategy with your users. If done correctly, most of them will become loyal users. But if not, your brand will be silenced permanently
Setting up a Push Notification strategy
When defining the strategy on how to use Push Notifications for your app, is crucial to have a clear plan. Michelle Murcia, shares 3 fundamentals to consider before launching any notifications campaign:
1 – Define a clear, measurable and actionable goal
What do we want to say? What do we want our user to do with that message? Get informed? Click or buy something?
Currently we have different tools and platforms that allow us to choose between infinite event options or actions, and by measuring them we have the possibility to learn in which way the users are responding to our stimulus. Understanding in which part the customer’s journey is, helps us to try and create the ideal recipe to obtain this good practice that provides us with such good results.
2 – What relation we want to build with the users.
Where the type of communication we are going to use, the language and closeness between the brand and consumer play a key role in the strategy. It’s important to know the role of the tone, personalization and relevance of the information we want to communicate. We need to create value and interest with each approach, always taking in consideration the creativity of course.
3 – Find the right moment to engage.
With each message that we send we’re playing our cards and that will determine if we win or lose.
Adding value through App Notifications
The apps that make the most of notifications are those who understand the reason a user installed it, and use push notifications to create more visibility of the value they can provide. As Lorezo Rossi says “if we only push push push to buy, signup, register, and do actions, the users might get tired and opt-out. It’s good, when possible, to add some “service communication” like “today there is a manifestation in the center of the city, be sure to leave home earlier to be on time for your appointments“. Those, in my experience, are the kind of push notifications most valued from the users.”
Michelle Murcia adds “A strategy based on digital relation, like push notifications allow us to get user loyalty, conversions and most importantly, to keep alive the direct communication between consumers.
At this moment this strategy allows us to impact and accompany the user in all its journey, from their arrival to their participation in loyalty campaigns. The message and information that we want to communicate must help us to create empathy, a close relationship and build trust between users and brand.”
How do I get better results and proposals from the consumers through the content and message?
1 – Communicate relevant content for the user
2 – personalize the communication and choose the proper tone for the message
3 – Segment your users and make sure that the communication is aligned to the most important attributes and profiles
4 – make them fall in love and get their attention
5 – Stay updated and don’t overlook trends
6 – Try different types of communication to understand which one has a better acceptance rate between the users
7 – Use deep links to redirect the users to the section you want to take them
8 – Be creative, fun, memorable and honest.
This is not all! Once you have your push notification strategy ready, you need to be sure to maximize engagement. Learn more about how to take your re-engagement strategy to the next level by sending your push notifications at the right time, leveraging personalization and avoiding typical mistakes.