There are millions of apps in the stores, a real flood of content and platforms, often unnecessary. A Localytics search tells that 24% of users abandon an App after their first use.
In all this, we must carefully observe the evolution and growth of the so-called Push Notification.
Push are able to increase the time spent by mobile users with mobile content of about 53% and increase the monthly retention of apps by 35% (Data: Business Insider).
It is clear that a strategy is needed for Push to be delivered at the right time with the most appropriate message.
The Push will have to be more and more relevant, personalized and sent at the right time: mobile experience is deeply different from the “desktop” one, awareness here is played on other parameters. Understanding these parameters and “narrow” sensitivity to the user allows you to generate coherent strategies.
Can we identify actions to maximize Push performance?
Let’s see them together:
– Build relevant content: According to a RetailDrive search, the main reason why users ignore Push is due to irrelevant content. Consumers seem to prefer the messages where coupons, customer rewards, and insights related to upcoming products are advertised.
-integrating “behavioral” insights: you need to use the data from the “location-based” user activity. This kind of notifications is four times more powerful than “broadcast” submissions, with a click rate of over 30% (source: Marketing Land).
– adopting a “soft” approach: it is necessary to start off in a sudden and soft way in the relationship with the consumer. “Soft ask” is the key to establishing a conversation with users. This approach (according to Mobile Marketer’s guidelines) allows brands to educate and “train” the user to subsequent interactions.
– Consider timing of postings: According to UX Planet, engagement reaches optimum levels between 18 and 20. But you can do more. According to a Segment search, using Machine Learning to optimize reporting times increases engagement by 800%.
-set users behaviour to determine the frequency of the submissions.
Buying process has changed, and users now make decisions in what Google calls “micro-moments“.
The Push are a formidable tool to engage the consumer, and – if consistently integrated into an automated marketing process – they prove to be very productive.
Tag: Push Notification