Mobile Push has revolutionized mobile and web communication, evolving from RIM’s Push Services for Blackberry in the early 2000s to a mainstream technology adopted by Apple and Google. The introduction of push notifications to browsers by Google in 2013 created a new marketing channel, with third-party mobile app developers leveraging the technology in their marketing strategies. Initially solving the problem of real-time email updates, push notifications have become a legitimate marketing tool to engage with customers without being intrusive. And like every digital channel, it yields best results when optimized according to the Customer Lifecycle.
Customer Lifecycle Marketing is a strategy that engages customers at various stages of their relationship with a brand—from initial awareness to loyalty and advocacy. Acquiring new customers is important, but retaining existing ones is even better because repeat customers drive business about 67% more than new ones. Push notifications are of immense help when it comes to engagement and retention because of the non-intrusive quality of push messages which slyly grab the user’s attention, making it one of the most inventive communication channels. Collecting data across
Leveraging customer data is crucial for creating Targeted Push Notifications that effectively engage and retain users. By understanding behavioral data, businesses can gain valuable insights into user interests and needs, enabling them to craft more relevant messaging. Segmenting your audience based on shared characteristics or behaviors allows for tailored notifications that resonate with each group, increasing their impact.
Personalization is key to successful push notifications. By addressing users by name and referencing their past interactions, businesses can significantly improve open rates and engagement. Triggers and Automation can also be used to send timely, relevant notifications based on specific user actions or events, such as cart abandonment or milestone achievements.
Regular A/B testing of notification variations helps optimize the strategy over time by identifying what works best for your audience. Location data, when applicable, can be used to send contextually relevant notifications based on user proximity to a store or event.
Monitoring Engagement Metrics like open rates, click-through rates, and conversion rates provides valuable insights into campaign performance and areas for improvement. Incorporating user feedback through surveys linked in push notifications can inform future campaigns and help refine messaging based on user preferences.
Thus by strategically utilizing customer data in these ways, businesses can send push notifications in a targeted manner that drive higher engagement and retention rates, ultimately contributing to the success of their mobile or web-based products.
Description: User emotion elicited on reading Push Notifications (Source: Business of Apps)
There many reasons as to why WhatsApp notifications can be off-putting but well-written copies can offset these perceptions. Writing copies is the ultimate goal of a push notification campaign. While data helps in nudging a particular behavior, nothing connects emotionally with a user like a well-written copy, with concise and smart choice of words. Satisfying FOMO or having a good laugh are amongst the many emotional payoffs become one of the biggest driving factors for app users to engage with an mobile app. But one also has to keep in mind not to overwhelm the audience given the limited push messaging space. Brevity and clarity is also key!
Top 10 Tips for Writing Effective Push Copies
Be Concise
Push notifications have limited space, so keep your messages short and impactful. Aim for 20 to 90 characters, focusing on essential information and a clear call to action (CTA) to encourage user engagement.
For example, “Flash Sale: 50% off all items! Shop now” or “Your ride is arriving in 5 minutes. Be ready!” These concise messages quickly convey the main point and prompt users to take action without overwhelming them with unnecessary details.
Incorporate time-sensitive offers to prompt immediate action. Phrases like “limited time only” or “act now” can motivate users to engage quickly, leveraging their fear of missing out (FOMO).
For instance, “Only 3 hours left: Get your exclusive 30% discount code!” or “Last chance to book your spot for tomorrow’s webinar!” These urgent messages encourage users to take advantage of the opportunity before it disappears, increasing the likelihood of engagement.
Personalize Your Messages
Utilize user data to tailor notifications based on individual preferences, behaviors, and demographics. Personalized messages resonate more with users and significantly increase engagement rates. Segmented push notifications have a conversion rate of 54%.
For example, “Hey John, we found new running shoes you might like based on your recent purchases” or “Happy birthday, Sarah! Enjoy a free dessert on us today.” By addressing users by name and considering their interests, you create a more intimate and relevant experience that encourages interaction.
Use Engaging Language and Power Words
Incorporate power words that evoke emotional responses, such as “exclusive,” “new,” or “limited.” This can enhance the appeal of your notifications and encourage users to take action.
For instance, “Unlock exclusive access to our new product line” or “Be the first to try our limited-edition flavor!” These words create a sense of uniqueness and scarcity, making users feel special and motivated to engage with your content.
Include a Clear Call to Action
Make sure each notification has a specific CTA that guides users on what to do next, such as “Shop Now” or “Claim Your Discount.” Such actionable words significantly improve Click-Through Rate.
For example, “Tap to redeem your 20% off coupon” or “Swipe to read the full article.” By providing explicit instructions, you remove any guesswork and make it easy for users to take the desired action, increasing the chances of engagement.
Craft Intriguing Content
Start with an unexpected element or question that piques curiosity. This technique can entice users to engage further with your content, increasing the likelihood of interaction.
For instance, “You won’t believe what happened next…” or “Can you guess which celebrity just joined our platform?” These intriguing openers create a sense of mystery and encourage users to click through to satisfy their curiosity.
Leverage Humor When Appropriate
A light-hearted tone can make notifications more relatable and enjoyable. Humor can create a positive association with your brand and encourage user engagement.
For example, “Feeling hungry? Our pizza is so good, even your phone wants a slice!” or “We miss you more than your ex does. Come back and shop with us!”. These humorous messages can stand out in a sea of generic notifications and create a memorable experience for users.
Utilize Rich Media
Incorporate images, GIFs, or videos in your push notifications when possible. Rich media can increase engagement rates significantly compared to text-only messages. Rich push notifications can achieve a 56% higher open rate compared to standard text notifications.
For instance, a food delivery app could send a mouthwatering image of a new dish with the message “Craving something new? Try our latest addition to the menu!” or a gaming app could include a GIF of gameplay with the text “Level up your skills with our new power-ups!”
Send Timely Reminders
Use push notifications as reminders for relevant actions, such as completing a purchase or participating in a loyalty program. Timely nudges can keep users engaged and returning to your app. Data shows that reminders about abandoned carts can recover up to 30% of lost sales.
For example, “Your shopping cart misses you! Complete your purchase now” or “Don’t forget to claim your loyalty points before they expire at midnight.” These reminders provide value to users by helping them stay on top of important actions and deadlines.
Test and Iterate
Regularly analyze the performance of your push notifications and adjust your strategies based on user feedback and engagement metrics. Continuous improvement will help refine your approach over time.
For instance, A/B test different messaging styles, CTAs, or sending times to determine what resonates best with your audience. Use analytics tools to track open rates, click-through rates, and conversion rates, and make data-driven decisions to optimize your push notification strategy.
Creating effective push notification copy isn’t rocket science, but it does require attention to detail and an understanding of your audience. By knowing who your users are, crafting concise and compelling messages, and respecting user preferences, you can create push notifications that not only grab attention but also drive action. Choosing a good Push Notification Service Provider is equally important to maximize the experimentation and ultimately increase audience reach and conversion. Remember, the goal is to engage, not annoy. Compliance with privacy regulations and clearly communicating the benefits of opting in for notifications are essential to maintain user trust while enhancing opt-in rates. Each notification is a chance to connect with your users, so make it count!
Rushabh Menon is a seasoned B2B growth and product marketing leader currently heading GTM strategy at Propel. With a strong foundation in strategic planning and execution, he is known for his analytical approach and commitment to impactful, data-driven marketing. An alumnus of IIT Madras and IIM Shillong, Rushabh brings valuable expertise in driving market expansion with a focus on continuous learning and improvement.
Got Questions? We Have Answers!
Push notifications engage users with timely, relevant updates, encouraging repeat interactions and improving retention.
Effective push notifications are concise, personalized, and include a clear call-to-action to maximize user engagement.
Personalized notifications, using user names or behaviors, increase engagement by making messages feel relevant and tailored.
Sending notifications at optimal times, such as cart reminders or sale alerts, ensures relevance and higher user response.
A/B testing helps refine push notifications by testing variations, which improves engagement rates over time.
Propel specializes in customer lifecycle marketing, helping consumer brands boost retention & reduce churn with tailored strategies and our AI-augmented platform, AURA.
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