Marketers looking for ways to extend their reach, need to embrace and master sending web push notifications. This article will give you everything you need to get started.
For web-based and mobile marketing, web push notification marketing is truly the “Next Big Thing.” Consumers are showing a tendency to prefer alerts sent through push messaging rather than email. Well-implemented push messages are favored by consumers when they are perfectly-timed and helpful.
Sending Web Push Notifications are the magic formula for marketers these days. You can send web push notifications to users in real time – no matter what website they may be visiting. This is powerful stuff!
Marketers sending web push notifications must tread carefully. Push messages must be timed and sent correctly. Push messages can either be welcomed or feel invasive and spammy by your customers.
This article will show you how to create and time your web push notifications. You’ll learn how to send messages your subscribers will actually want.
Not Just For Mobile – Web Push Notifications
In the early days of push notifications (which wasn’t very long ago), push notifications were only available on mobile devices. Not true anymore. Now push notifications are sent on web browsers, in real-time. Not only that, you can reach users anywhere on the web – even when they are not visiting your website!
Here are some statistics with a mega-dose of WOW factor:
In a survey done by Response…
– 57% of consumers have downloaded apps from their favorite brands.
– 71% of younger consumers (18-34) have done so.
Mobile automation company Kahuna gathered data from more than 10 million push notifications that indicates …
– Push notifications achieve up to a 40% click-through rate.
That’s great news for marketers!
In this two-part article series, I’m going to give you a crash course in sending web push notifications and web push notification marketing. We’ll start with the basics and quickly ramp you up to ninja status. I’ll show you everything you need to know to use web push notifications to your advantage.
What Is A Push Notification?
The definition of a push notification: a clickable message sent from an application to a device. Push notifications were most commonly used by mobile apps to deliver messages to mobile users. Now, Web Push Notifications can also be sent to web browsers, to your own site or to any site a user may be visiting.
An important feature of web push notifications are is that they are sent and delivered in real-time. The subscriber does not need to be on your website. They will receive your message whenever they are using their web browser – no matter what website they are visiting. If they are not using their browser when your message is sent, they will receive it the next time they open their web browser.
Web push notifications are clickable messages, that is, they contain a link. This makes them perfect for including a call-to-action in your message, directing and driving a specific user action.
Web push notifications are nearly 100% deliverable and viewable. The message will appear on screen to the user whenever they are using their web browser. This is unlike email, which can remain unopened and unseen indefinitely.
Web push notifications are inherently brief. But this is a strength not a weakness (think twitter, only shorter). Push messages can be read in a glance and acted upon. They take less time and effort to read than email. Such brevity has made them a popular form of communication that subscribers actually want and love.
The ability for sending Web Push Notifications are available through almost all operating systems, browsers, mobile and desktop.
Anatomy of a Web Push Notification
What Are Web Push Notifications For?
Web Push Notifications allow content publishers, marketers and app developers the opportunity to communicate and engage with their users.
When used correctly, sending web push notifications can drive user engagement by improving the user experience. Increased user engagement enhances opportunities for generating or improving revenue.
Two Types Of Web Push Notifications
Two must-use types of web push notifications are: transactional and engagement.
Transactional Web Push Notifications:
Transactional push notifications are used to deliver information users need to receive at a specific time.
For example, your bank uses transactional push notifications to send you activity updates such as purchase transactions or suspicious activity.
Engagement Web Push Notifications:
Engagement push notifications are used to drive user action.
For example, when a user makes a purchase a web push notification might be sent to encourage the user to share info about their purchase on social media.
When using engagement web push notifications, personalization is a key consideration. Every user is different. Therefore, push engagements should be personalized to the uniqueness of each user. The messages a user receives should be highly relevant to them.
Everyone in online marketing knows by now that content marketing and providing value has become an important factor in SEO and ranking. Your web push notifications need to be treated the same way. When using engagement push notifications, first and foremost, your mission is to provide value to the user.
What Users Really Want:
The survey found that what people actually want from push messages – are personalized ones.
Top 3 Types of Push Messages users want to receive most:
1. Special offers based on their preferences.
2. Breaking news alerts.
3A. New content personalized to their preferences. (Tie)
3B. Special offers based on their location. (Tie)
source: localytics /research now
Sending Web Push Notifications – 5 Key Factors
There are 5 important factors to consider when sending web push notifications:
1. User segmentation.
Consideration of which users receive a web push notification.
2. Content: What should the push message say?
3. Personalization: Can the push message be personalized effectively?
4. Timing: When should the user receive the push message?
5. Post-message: What occurs next after the push message has been received?
Targeting Web Push Notificatons
As it is important to personalize the push messaging to each user, the critical factor in doing so relies on the ability to target your messages with precision.
In order to achieve a high degree of targeting, it will rely on a database of user and/or consumer profiles.
User profiles will contain data on user demographics, online behavior and geolocation.
Contextual targeting is another factor, where the push messaging looks at the context of your content and/or category.
Web Push Notification Marketing: User Segmentation
This is a method of dividing your users into smaller groups. Then you would target each smaller group differently.
For example, you may divide your users by a certain behavior or by demographic information. You may send different messaging to males than you do to females. As you can see, simply dividing users into segments based on gender can be very important.
Every factor you use to subdivide users into smaller and more precise segments, adds to the strength of your personalization. Sometimes these smaller segments or segments-within-segments are referred to as “micro-segments.”
Effective segmentation leads to increased engagement, user retention, as well as, increased conversions and purchases.
Segmentation Based On User Behavior
This is one of the most important methods to utilize in segmenting your users.
Asking the following questions will help you create segmentation categories:
1. What actions do you want users to take?
One way to segment users would be segments of users who have not yet completed your desired action.
For example: users who have not signed up for a particular offer. You would send them a push message to remind or encourage them to sign up.
2. At which point do my users leave or become inactive?
You need to look at your content pathway and identify the points at which your users fall away. Then, create segments of users based on those points.
For example, users who have not engaged in the past 10 days. You would then send them a push message to entice them to interact.
3. What are the behaviors of my top users?
Look for behaviors that your most active users share in common. You can segment your list based on those behaviors.
For example, you may have users that post to social media more often than others. You could offer them a reward if they increase their sharing.
In another example, you may find that your best users are those who have made three purchases or more. You could create a segment of users who have made two purchases and offer them a discount for their next purchase.
Best Behavior-Based Segments
Here are a few of the most important behavior-based segments you should be creating with your users and tactics for your messaging when sending Web Push Notifications:
• Entice to sign up
• Converting users with buying intent
• Fear-based (fear of missing out)
• Inactive (entice to reengage)
• Reengage one-time users (those who engaged one time only and have been inactive since)
• New feature alerts
• Reward or acknowledge your most engaged users (those who are active most frequently)
• Reward your top users (discounts, credits, downloads, etc.)
In Part Two, we’ll cover the following:
☑ How to create strong web push notification content
☑ The types of push messages users want
☑ How to time your push notifications perfectly
☑ What you need to do after sending web push notifications
☑ How to set your web push notification goals and track the effectiveness of your web push notifications
Download Our Free e-Book:
“Introduction to Web Push Notifications”
If you are a web publisher and are interested in delivering browser push notifications to your audience through your website, please complete the form below. After submission, you will receive your free e-book.
Interested in Sending Web Push Notifications?
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Here’s why you should choose ReachMobi for sending Web Push Notifications:
- Send unlimited notifications for free
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- Campaign support and optimization team included.
- User segmentation.
- Robust reporting.
- Drip campaign scheduling.
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