Once you understand how to build a push notification strategy for your app, the next step is to maximize reach and engagement.
We know that you aim to be the company that sends the right message to the right customers at the correct times. The good news is that with the vast amounts of customer data you have, that’s no longer a case of guessing.
We reached out to some of our favorite mobile marketers to see how they recommend improving your push notifications to delivering value and drive engagement using mobile app push notifications.
The right time to send push notifications
Thanks to the truly international world we live in, it’s essential to factor in different time zones, user behavior, and habits. The engagement times of day for one app may not translate well to another, so it’s vital to access your data to see when your customers engage with your app.
Michelle Murcia, Business Manager Caribe at Wabi, suggest analyzing the days and hours with the most activity on your platform. Rather than guessing, “Identify those moments in which your messages could have better conversion and reach.”
According to Michelle, it’s important to contemplate the following aspects to be sure that the message will be received the right way:
- Know your brand, app and data
- Analyze the days and hours with the most activity on your platform. Identify those moments in which your messages could have better conversion and reach
- Choose hours according to the products and services provided by your brand
- Segment your users according to their buying behavior and interests by sending relevant information. Discover who they are, what they like, what can motivate them and which attributes you can establish to create a connection with your consumers.
- Measure the number of messages and frequency in which they impact the users. Being cautious and avoiding consumer burnout can make a difference when trying to get their attention.
- Observe your competition, their communicates strategies can provide positive inputs for your brand
- Choose the right platform or partner that will allow you to develop a strategy and implement it successfull
Personalize the messaging for higher engagement
In an analysis made by onesignal of over 118 billion push notifications over four weeks, it became clear that push notifications targeted to a specific segment enjoy a 50% higher click-through rate.
Why? You can enjoy greater personalization.
Effective personalization involves knowing as much about your customer as you can and being ready to pivot when necessary.
Head of Growth at Replug, Lorenzo Rossi, confirms this. By understanding customer behavior and connecting to their demographic and the source of traffic, Lorenzo is confident that you can create extremely personalized messages.
In his words: “First of all, personalization really depends on the amount of data we’re able to collect. If we are able to understand how and when people use the app, what they like about our product (or which products, if it’s an e-commerce) and connect everything to their demographics (age, gender, localization), but also with the source of traffic they’re coming from, we will be able to create extremely personalized messages.
Therefore the initial phase of setting up the CRM tool is extremely important: it’s better to spend one more month and be sure that everything is in place, rather than realizing after months that the MMP, for example, doesn’t communicate properly with the CRM tool.”
Michele adds: “By personalizing the message, we’re connecting with the users and creating long-lasting bonds with them and our brand. It allows us to make them fall in love with us, that’s our differential value and DNA.”
According to Wabi’s Business Managers, some of the most efficient personalization practices are:
1 – Notifications that have some user information like first and last name
2 – Choose a friendly and close tone.
3 – Use the proper grammar and writing, avoid sustained caps and any words or expression that could change the meaning of the message
4 – Always write in positive, avoid negative or rude expressions
5 – include attributes or segmentation criteria in which users can feel identified. Example: favorite products
6 – Use emojis, GIFs or creative and popular expressions that grab the users attention and make for a better message interaction
7 – Avoid sending messages with CTA’s or similar content to the same users in a short period of time
8 – Take into consideration the hours in which the user is receiving the message. Be creative to connect with them
9 – Let them know the positive aspects that their actions and interactions give to the brand. Recognize their importance and communicate that their participation matters.
10 – Generate value through information by having different user clusters for all types of communication.
Let your users know that they matter to you and that their opinion is relevant, that your product/service is tailor-made for them. Create personalized experiences!
How to increase the push notifications opt-in rate
For a push notification to be effective, it must be visible to the user.
So you must ask at the right time when trying to encourage people to opt-in. Get this wrong, and a user will have to go through their phone’s settings and manually enable notifications.
To increase your opt-in rate, it’s crucial to convey the value to your users of this opt-in. David Cremades, the CMO at From the Bench, has developed this habit through trial and error.
“In the beginning, we just asked for them in the registration process,” he says. “Now, the trend is the opposite, and they are requested in a much more advanced process of the gameplay. Ideally, it will be solicited when we can tell the players that these push notifications will give them benefits and advantages against other players.”
Mistakes to avoid with push notifications
The key factors when it comes to mobile push notifications is that you need to be aware of who your users are and what they want. By utilizing data collection, data analysis, and best practices, you will be able to develop a robust method for your app.
However, all three of our experts agreed that the biggest mistakes you should watch out for are:
A/B testing is a good thing, but randomly spamming your users will severely limit the effectiveness of your push notifications now and in the future. Like Lorenzo Rossi who call it shoot in the crowd: “Sending the same – not personalized – push notification to all the database will not help neither your engagement nor your conversion rate.”
Not communicating value
It’s vital to make sure that your customers understand what opting-in to push notifications can do.
David Cremades says: “You should never send push notifications that are not useful for your users. This is something completely subjective, and knowing your audience will help you to understand in a much better way what’s useful for your users and what’s not.”
Strategizing without the proper knowledge of your users
You have the information necessary to ensure that you target your users carefully, and can enjoy personalization. Make sure that you use it!
Michele adds 14 things to avoid when implementing a push notification campaign:
- Don’t send massive notifications to all the user base. Create a cluster for each audience and test which ones are working the best
- Don’t discard personalization tactics and create a backlog of content
- Don’t exceed the number of notifications, choose the right frequency for your brand
- Don’t create long copy, be concrete and use the least amount of possible characters to send your message
- Don’t send your user to app sections that are not related to the message. Use deep links to redirect
- Don’t send messages on inadequate hours, that could create discomfort
- Avoid writing in all caps, is perceived as if someone is screaming
- Don’t forget to select the events and actions that you wish to measure
- Don’t use words that are hard to understand
- Before sending a notification to verify writing and grammatical errors, it doesn’t make your brand look good
- Don’t send promotions or benefits with little to no time to use
- Don’t strategize without the proper knowledge regarding your data, platform and user behavior
- Segment your target properly, from location to demographic data
- Don’t get involved in politics, religion or any type of subject that could be controversial
Are you new at mobile app marketing campaign? Learn directly from Mobile Masterminds the App Marketing Fundamentals you need to know before launching your first mobile user acquisition campaign..