Who isn't familiar with pop-up messages on the smartphone?! App Push notifications can be used as a very effective marketing tool and complete a successful multichannel marketing.
Range of Push Notifications
Originally, push notifications were designed to save time. In 2003, BlackBerry introduced Push email in order to avoid users having to constantly check their inboxes. In 2008 Apple then made Push a system-wide function, followed by Google in 2013.
Daily we receive push messages on our smartphone, the smartwatch (App Push Notification) or the browser (Web Push Notifications). Even when the screen is locked, current notifications from our Messenger service, emails or other apps appear. We like to pay attention to interesting and appealing contents and immediately feel the need to inform ourselves. This means that if you phrase attractive subject lines in your email marketing, you can enjoy wide reach through push notifications.
But this is the crux of the matter: As soon as a particular push notification appears too often or displays irrelevant content, it can be quickly deactivated. Worst case, the user unsubscribes from the newsletter or uninstalls the application. Therefore, content should be customized for the user and shouldn't be perceived as annoying advertisement.
More valuable information instead of spam
Before integrating App Notifications into your online marketing and using it successfully for customer communication, the following points must be considered when using it:
1. Analyze your target group
The first and most important factor for successful App Push Notifications is the ideal approach to the target group. Therefore, it is important to take a close look at the target group in order to be able to deliver customized content. The persona should include age, gender, regionality and interests. Starting during the opt-in process, users can subscribe to certain topics and thus receive the content that really matters to them.
2. Impress with quality not quantity
In addition, the frequency of push notifications should also be taken into consideration. This means adjusting the quantity of mailings to the respective target group and keeping the real-time factor of the messages in mind.
3. Does the content suit the recipient?
You should be fully aware that only messages that are of importance for the selected target group are sent out. The featured information should offer the reader real added value.
4. Keep it short
The text also requires a short and concise language in order to attract the reader's full attention. We recommend addressing personally.
What benefits do Push Notifications offer?
The low effort in setting up push notifications makes them a cost-effective marketing channel. The message consists of a short text, one picture at most, and the call-to-action button. Once Push Notifications have been configured, they are automatically sent to your recipients.
By clicking on the push news you will also receive information about the interests of your target group. Since no personal data is retrieved when registering for push notifications, the inhibition threshold to register is low.
Which opt-in procedure is used for push notifications?
To activate notifications the opt-in confirmation is necessary. However, as opposed to email, the simple opt-in procedure (Single-Opt-In) is sufficient here. The opt-out procedure should be just as simple as the registration, allowing the customer to unsubscribe quickly and easily. This makes recipients more likely to "try out" the notifications.
How can push services be successfully applied in online marketing?
We have collected the most important aspects for you to keep track of what you need to know about push notifications so they reach the recipient effectively:
- Understand and narrow down the target group
- Create custom-fit content
- Provide a short and precise approach
- Send out only important information
- Respect mailing frequency
- Obtain a secure opt-in
- Allow an easy opt-out
It is therefore essential to send the right content to the right target group at the right time. If you keep this in mind, nothing stands in the way of successful e-marketing via App Push Notifications. They are an efficient addition to your existing marketing channels and already show a high level of acceptance among many smartphone and tablet users.
We are happy to support you in the use of Push Notifications. Please contact us for all questions around this topic, as we will be pleased to advise you.
