Sending Web Push Notification allows you to extend the marketing reach of your brand and best content. You can reach users on or off the web, as well as, on or off your website. Done well, sending web push notifications can provide an enriching experience for your users. You can turn your users into brand advocates with an insatiable appetite for more.
Did you know … Sending Web Push Notifications can be multi-channel:
You can reach web browser users on both desktop and mobile devices sending web push notifications.
43% of consumers are more likely to purchase when messages are part of an orchestrated marketing experience that unfolds over time and across channels. – Forrester Research.
In part one, you learned about the effectiveness of sending web push notifications for both web and mobile marketing marketing. We discussed the two types of web push notifications: transactional and engagement. You learned about the best practices for targeting and user segmentation.
Here in part two, we’ll dig into the message itself … The content you send to the user and how to make it strong and effective. You’ll learn how to time your web push notifications, what to do after the web push notification is sent and finally … How to set and track your web push notification marketing goals to determine their effectiveness.
Sending Web Push Notifications Content
The success of sending web push notifications relies on the strength of your message’s content. Delivering great messages is all about knowing what your users want.
Types of Messages Users Want:
• Messages that help make their life better or easier
• Appropriate and helpful geolocation-based messages
• Alerts that matter (really important breaking news, alerts that directly affect them, alerts based on their current geolocation)
• Messages that keep them posted when it’s important (Your order is almost ready, your food is on its way, etc.)
• Messages that help them continue where they left off (Because we all get distracted at times and hate losing our place)
• Deals or offers based on their preferences (Things they want to buy – not things you want to “sell” them)
• Rewards that have a real value (to the user – not always or necessarily money)
3 Factors Of Strong Content For Sending Web Push Notifications:
1. Subject: message to send.
2. Copy: how to phrase your message.
3. Personalization: make the message fit the subscriber.
Choosing The Subject For Your Web Push Notification Content
1. Determine your goal
You need to know the end goal for your web push notification. What action do you want the user to take?
For example, make a purchase or share on social media.
2. What is the value for the user?
What does the user receive in return for completing the desired action? What can you offer to entice the user to take action?
For example, the user may receive a free download for social sharing or receive a discount on a purchase.
Creating Strong Copy For Web Push Notifications
By nature, web push notifications tend to be inherently brief. Therefore, in a general sense, snappy and attention-getting phrasing is the most effective. However, personalization is also extremely important. Thus, you must give strong consideration to who you are writing for – the particular user segment.
Here are some guidelines for creating your push notification marketing copy …
1. Brief and brilliant: most web push notifications display 25 characters for the headline and 50 characters for the description. Most web push notification systems allow 120 characters for the description, but only 50 will display. The text will show a (…) to indicate there is additional text. The bottom line is… Every character counts.
2. Precise and clear: you don’t have enough space to be vague. Choose your wording wisely, selecting words that have precise meaning. Avoid wording that can be taken more than one way. Ensure that your reader will understand what you are trying to say, what action you want them to take and why they should take that action.
3. Attention-getting: to get users to read your messages, you first need to get their attention. One way to stand out is to be clever. But don’t be clever for the sake of it. Avoid puns. Your cleverness has to be in context and drive an action. Your clever wording has to make sense and mean something.
4. Irresistible: the majority of push messages are sent to motivate users into taking action. Make your message compelling. Wherever possible, create a sense of urgency. Time-limited or “fear of missing out” offers work well.
5. Personalize: make the user feel the message was written directly for them. Understand the segment(s) you are writing for. Put yourself in their shoes. Understand that their mentality is: “What’s in it for me?” Make sure your message will resonate with this segment and is a message they’ll want to receive.
Timing Your Messaging
When sending web push notifications timing is everything. A perfectly-crafted message delivered at the right time is a cornerstone of successful marketing.
Figuring out the right time
To time your messages perfectly, you have to walk the line between user preferences and message urgency. Good timing is welcomed. Bad timing is annoying and can cause users to disengage or opt-out.
As we discussed earlier, there are two main types of push notifications: transactional and engagement.
Timing Transactional Web Push Notifications:
Transactional push notifications are typically triggered by an external event. These types of messages generally determine or suggest their timing themselves. For example, a receipt might be sent immediately after repurchase. A reminder message might be sent at a pertinent or pre-scheduled time.
Timing Engagement Web Push Notifications:
Engagement messages differ in that they are primarily marketing messages. These types of messages need more consideration when it comes to timing.
One inherent difficulty is that every user keeps their own and different schedules. How do you deal with this? The most logical, and frankly, the only solution is sending web push notifications at the time your subscribers (or subscriber segments) are most likely to be using their web browser.
Your system needs to be able to understand your subscriber’s usage and behavioral patterns. While this sounds like a difficult task to implement, there are easy ways to automate this.
User Action After The Web Push Notification
Once the push message has been sent, your work is not over. You need to keep implementing a rewarding user experience.
In best practice, personalization should continue after the push message has been sent and after the user clicks through. Consider what steps your subscribers may take after the click and what may be most important for them to see or do next.
Sending web push notifications are effective for up-selling, such as real-time messaging post-purchase for making recommendations about accessories or add-ons. You can send web push notifications for suggestions related to previous purchases or interests based on recently viewed items. Also, sending web push notifications are ideal for re-marketing and shopping cart abandonment messages.
Another way to enhance the user experience, subscribers will find rewarding, is to allow them to customize their preferences. In this way, your subscriber is actually helping to define how push messages will benefit them.
Tracking Web Push Notifications
Another action that must be taken after sending web push notifications is to track and evaluate their effectiveness.
Tracking your metrics for web push notifications, in most respects, is no different than analyzing and tracking any other types of marketing goals. This article on “How to set and track marketing goals” will give you all the important information you need.
That said, there is one critical difference. Click-throughs alone are not enough to consider the effectiveness of your web push notification marketing. User action and response, both positive and negative, are important factors.
Here are the basic questions you need to ask to track and evaluate your web push notifications:
1. What was your goal?
Your goal might be one or more of several things including: sign-ups, downloads, purchases, social shares, revenue, overall engagement, a specific action and more.
2. Did your user take the desired action after receiving the push message?
Simply, to what degree was your goal achieved? Also, when evaluating user action … Don’t look at your desired action only. Examine what other actions your users take in addition to your desired action or instead of it. You can learn a lot from this type of user behavior.
3. Did your users care? Did they have a positive experience?
This question is answered by seeing the number of users who re-engaged with your site after receiving the web push notification. In other words, did the web push notification drive increased activity?
Another signpost for your metrics here is looking at the number of web push notification opt-outs.
Sending Web Push Notifications – Key Takeaways:
☆ Web Push Notifications are a highly effective way to enhance user experience, to drive user engagement and to generate or increase revenue.
☆ Transactional Web Push Notifications are triggered by an external event, such as a user action or scheduled reminder.
☆ Engagement Web Push Notifications are sent to drive user engagement at a particular time. Good timing of engagement push messages is imperative. Timing works best when it initiates based on the time your subscribers are most likely to engage with their web browser.
☆ Targeting must be well-implemented to achieve effective personalization. Your database of user profiles must contain user preferences, geolocation, behavioral and demographic data about your users.
☆ User Segmentation is essential for providing a personalized user experience. Micro-segmenting is advised.
☆ Tracking and Measuring your push messages will help you evaluate and improve your push marketing. Determine your goals and key performance indicators. Consider both the positive and negative actions of your users. Consider the actions users took in addition or instead of your desired goal.
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.
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