Push notifications are similar to any other form of marketing. If you use them too much, customers become annoyed and feel like you’re intrusive. But, if you use them too little (or not at all), you may be missing out on potential revenue. And, Econsultancy cites data from Urban Airship that shows that these alerts can increase engagement by 40 percent and retention by 116 percent, proving their power is undeniable. So, how do you smoothly employ push notifications to the benefit of your customers and bottom line without reaching that tipping point where aggravation and oversaturation kick in? Here’s a look at how and when to use push notifications for optimal impact.
The Nuances Make a Difference
As with other marketing techniques, the details matter. If you were in a snowstorm, you wouldn’t want to see an iced drink being advertised. The same thing goes for other advertisements. If users opt in to receiving push notifications, they only want to receive alerts that apply to them in the moment. Use this to your advantage. If a buyer is nearby and has a smartphone like the iPhone 6, your store’s app can send a push notification about a current sale on sweaters. Voila. Someone who previously knew nothing about the sale now has a reason to come through your doors and make a purchase.
The main details to keep in mind are timing, personalization and relevancy. A great example of an effective push notification is one put out by Netflix, informing the user that season two of “House of Cards” is now available. Aimed at users who watched the inaugural season, this type of alert is tailored to their preferences and allows them to be first on the scene to shows they’re eagerly awaiting. Another good example of a push notification is how United Airlines uses push notifications to notify passengers of gate changes. By delivering the news as soon as it happens, customers can save time and a good deal of hassle.
In your excitement about keeping consumers abreast of store events, specials and other company news, don’t get carried away with push notifications. Elect the scenarios that can net you the biggest gains as the ones to send out. For instance, highlight a good deal when a buyer is nearby, or suggest a complementary pair of pants after the user purchases a blouse. Another idea is to alert customers via push messages when an out-of-stock item they’re interested in arrives in the store. These are all timely, relevant and personalized usages.
Build Your Own App
In order to use push notifications, you need to have an app. Making your own app generally is the best way to send push notifications; however, there are some outside apps that can help. If you’re determined to make your own app, do some research to find an affordable option like MakeMyAppNow. This is one of the best tools because you don’t need to know how to code or how to implement responsive design, but it still provides you with a way to customize your app. Plus, it has a multitude of options including coupons, online ordering, maps and directions, text messaging and social media.
Push messages should be viewed as yet another prong of marketing that can be influential when used properly. Be sure the push notifications you’re sending are personalized, relevant and timely and that their frequency is reasonable. Overall, the better crafted and more carefully timed the push messages are, the more foot traffic and purchases you’ll see in your store. And who doesn’t want that?
