The main difference between successful and mediocre mobile app marketing is a correct goal setting. If your aim is getting downloads, you will hardly enjoy significant success. On the other hand, if you are looking for returning users, you are on the right path.
Experts say that notifications boost retention by several times. In this article, we are going to provide a few tips on how to make your push notifications amazing.
Push Notifications Best Practices
If you ask your users for permission to send them push notifications, you are trying to manipulate them. However, most apps fail here. Most users do not want to allow any apps to get access to their personal data. For example, Android’s permission system has some permission requests and clients feel uncomfortable about confirming personal data sharing.
How it works: to make privacy concerns less problematic, marketers should address the value of notifications they send making their push notification mobile strategy more user friendly. Ask your users what updates they are interested in to send them only relevant information and ensure their compelling experience.
Some marketers decide to send a request later. For example, if you have a messaging application, ask your users whether they want to receive notifications when their friends respond.
2. Clear Marketing Strategy
A marketing effort without a clear strategy is going around in circles. Mobile is the most performance-based platform, so you don’t have to speculate, but everything starts with creating a good plan. Mobile app marketers know that, but more often they fail to create a thoughtful push notification strategy for your app and, therefore, miss an opportunity to boost retention.
How it works:
- think about various push triggers
- user behavior types you are looking for
- the goal you aim to achieve with push notification marketing and more
The smarter triggers you create, the more chances you get to receive user’s respond.
For example, if your app helps users register for contests and events, make a notification that reminds a user when the registration period is nearly over to let him/her have a chance to be on time.
3. Types of Push Notifications
Text notifications are things of the past because you can get to a brand new level today. Modern technology allows you to use more eye-catching messages including images to view in one single tap. It is a great possibility to turn a call-to-action into an action using interactive notifications that attract attention to what are willing to say, and the retention level will grow. Isn’t it great to create interactive and funny apps to ensure entertaining for users?
How it works: you can produce a stronger social aspect and increase user engagement by informing users that their friends use the application. A push notification that informs users of their friends’ moves and offers a further action such as “like” or “share.” It gives your push notification more value and creates a better engagement.
Time is everything. A right timing of your push ensures your app to have delighted users and less annoyed ones. Choose the most comfortable time for your notifications. That is, you have to avoid sending notifications at times when your users are probably busy or asleep.
Avoid disturbing your users, bit also choose the best time to connect them. To do that, you have to know who your audience is and what you are going to send them.
How it works: some experts say that the best time to send notifications is the afternoon. Thus, as it has been mentioned above, the effectiveness of your push timing depends on your goal, industry you are in and your target audience.
5. A/B Testing
In the mobile app world, you have to test out and develop some options to every parameter described in this article. Obviously, to learn which method is the most effective, you should experiment and measure results. It is a never-ending process to become a regular part of your notification strategy.
How it works: it is crucial to test different approaches to push notifications and try different content, tones and timing to understand what interests your audience the most. Realizing what makes your users respond to your offers may help you to develop the most effective communication strategy.
6. Content. How to write best push notifications texts
A simple fact is that a content of your notification should be engaging and very specific.
Follow these advices:
- Make sure to keep your text short and informative
- Include a clear call to action into your push messages
- Try to spark the interest of your users with a catchy joke or phrase.
- Use an element of entertainment, it holds attention and remains in the memory.
In addition, one of the most important things to include in the message is personalization. Send personal messages that catch attention.
How it works: take a personal approach by using names and including details about the last activity user performed in the application. If you sell merchandise, and your audience is interested in specific items, note when they are going on sale.
For instance, the text of your notification can say the following: “Hi, Susan! The bag you have added to your wish list is on sale! Buy it now at a discount!” It is important to be soft. Be personal, but avoid treating them with scant courtesy.
7. Push Notification Segmentation
If you are going to provide a personalized communication to your users, this is where you should start. Dividing your audience into groups, focus on certain characteristics and types of people you are appealing: groups can be focused on gender, age, interests, location and any other personal data.
If you are going take it to the higher level, you should address user behavior. Specific push notifications are used to learn the way users react, interact and respond to them to find out how frequently and actively they use your application.
How it works: inert and engaged users should receive different messages. If you want to draw attention of the inert users to your app again, you should send them notifications that include special deals to evoke their interest.
Some marketers find push notifications very effective and, therefore, become too enthusiastic. Sometimes, it leads to sending an oversize amount of notifications in a short span of time. Unfortunately, this may irritate users and bring negative results.
A good strategy helps you to discover a perfect balance that will allow you to connect users without becoming an “overly attached girlfriend.”
How it works: you have to divide push notifications into 2 groups. The first group should contain messages that inform users about the action of other users (“Your friend Judy liked your photo”).
The second group should contain messages that inform directly about the deals within the app (“Check out the new special offer!”). Users like to receive the messages of the first type, so you should be careful about how often you send the messages of the second type.
If you have too much similar push notifications you want to send to the same user in a short period of time, and you try to avoid over-spamming your user, make sure to prioritize them and choose the most important ones. When creating a push strategy, a segmentation process could help you in this process and detect the issue in advance.
How it works: begin with separating specific notifications from the general ones and choose those messages that adhere to the users’ needs to the maximum extent. In case if you cannot decide which of them are of the higher priority, try creating several seasonal versions of the general strategy.
Obviously, the main aim of sending notifications is to get maximum users’ attention and engagement. For that reason, it makes sense to take your time and produce some creative and entertaining content. Come up with something unique and you will be more likely to amaze your audience. Don’t make your message very long, but try to make it memorable.
How it works: the ideas are endless. Make your content funny or rhyme to generate retention and communication.
This list is a checklist for the beginners in the world of push notifications. To make sure that you are on the right way, we recommend you to review this article from time to time. Keep on adjusting, testing and measuring your results!
Push notification marketing is still growing and can bring significant benefits for your business. Try our best practices to gain desired results!