/// Push Notifications have a relatively short history in the media geography of Modern Times.
But they are revealing a “disruptive” tool for the ability to engage users in a pervasive and far superior way to the rest of the marketing channels.
According to CampaignMonitor, their ROI is 50% higher than that of Emails, traditionally a “core” tool in terms of redemption for marketers.
What are the differences compared to the endless SMS?
- The Push can be managed much more freely by the user
- SMS sometimes arrives without the user requesting it, and it is more difficult for the user to “delete” the service
- The SMS costs more, at least 5% per message.
Push Notifications are the preferred channel for marketers and users today. Not just a received email, landing page, bidding or promo: consumers expect to receive those promo in real time on the screen of their mobile terminals, with the freedom and lightness of being able to refuse or accept the promo, offering…
Responsys conducted a search (2017) on a panel of 1200 adults: 60% of them downloaded an app linked in some way to their favorite brands and – among them – 70% enabled Push Notification.
It is clear that Push will not completely replace Email Marketing but will certainly acquire important market share.
Let’s now look at the main strengths of the “Push” tool:
- Ability to Implement: decisively “light” in programming and especially in configuration, the Push does not involve any particular problems or technical implementation difficulties.
- Real time communication: the Pushs really allow a real-time dialogue between Companies and Brand.
- Permission: Pushs are extremely “light” handled by users, so they do not configure themselves as invasive and too pervasive tools.
Let’s talk about conversions. Which elements can boost the Push ROI?
- Frequency of sending: certainly the freedom to deactivate the Push gives them some kind of protection in the relationship with the users. The advice is not to flood the screens of customers … a daily notification could be enough …
- Sending time: according to Localytics statistics, the best time to send Push is between 12am and 5pm. Notifications sent too early in the morning can irritate users. Often the Pushes are a “haven” and a break for those who work: Pushes sent during “working days” have 66% chance of being read.
- Push length: Android has a limit of 60 to 90 characters, iOs climbs to 120 but Firefox stops at 50. On average, you need to stay in the two rows … the more the message is short and focused, the better it will be in terms of engagement.
Ubiquity offers a multi-channel platform that manages Alert, Push Notification and E-Mail. It also offers advisory services based on its multi-year presence in the Messaging industry, thanks to a consolidated approach and long experience with large companies.
In the case of Push Notification, the service offered is centralized and transparent with respect to the various providers with fallback and SMS routing mechanisms