Customization and narrowcasting lead now within push notifications. According to a recent Blueshift study, sending a notification to a user based on a significant event for the same user increases engagement by 2,770%.
But it is a matter of fact: the study has considered 2 billion emails and push notifications to understand the difference between a “broadcasting” notification sent to a user class and a calibrated one based on user’s instances and preferences.
When a consumer interacts with a site, app or other proprietary platform, it is advisable to act with a message or notification. Perhaps the user has reacted to a previous stimulus, perhaps he has used the application for a certain period of time or because the price of an item has just changed. There are so many types of interaction, sending a notification at the right time is equivalent to turning the lead into gold.
Vertical and customized emails have a conversion rate of 624% more than mass mailings. With 381% more click rates and 180% more post-click conversion rate.
Moving to push notifications, the increase in engagement is – as said – of 2770%, with 726% more clicks and 420% more post-click conversion rate.
Different types of interactions with users generate different responses. For example, retargeting works very well with pushes, email is more appropriate for suggestions (“see the entire content”, “compile your wishlist”, etc…).
The pushes work very well in the live to stimulate a decision or a behavior on the go. Mail has an ex-post function to stimulate in-depth and non-instantaneous actions.
Analyzing the click-thru rate of the Push notification depending on the trigger type, it immediately drops to the eye as the push has a percentage eight times higher than the batch submissions, with the highest rate in push onboarding, below you can find a summary scheme:
A consistent and successful marketing strategy can not ignore the synergic and joint use of push notification and emails.
Emails still have the highest ROI, trivially because the pushes are strapped to the presence of an installed app. Emails are therefore more “ecumenical”. But the pushes are quickly gaining ground in this field as well.
We need to conceive the mobile arena as a platform and platform deals with Ubiquity, which can provide companies with a true multi-channel ecosystem 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.
Ubiquity manages both Alert Premium, end-to-end, and Alert Bulk, free for the user receiving the message. In both cases, services are provided through secure connections with Telephone Operators or other International Partners. Among the various cases of particularly successful use of the platform we quote the management of One Time Passwords and PIN codes sent by SMS.
The future of customer-business interactions moves on three roads: the transition from mass-up to 1to1 customizations, the evolution that leads to Marketing Automation and ultimately the “predictive personalization”.
Tag: Push Notification