Attracting users and building engagement has never been simpler than it is with push notifications.
Web push notifications are essentially clickable messages that direct a user to specific web pages. And there are many varying degrees to which this can help a business grow substantially.
However, there are some facts of caution that one must be aware of before opting for browser push notifications.
Let us see what are those.
1. It’s permission-based. Strictly.
Many times, marketers make the mistake of confusing app-based push notifications with website push notifications. In the case of mobile apps, users automatically allow an app to send them notifications when they install it. However, when it comes to websites, users are required to opt for receiving push notifications specifically.
Whenever a user lands on your web page, they see a pop-up message that asks them whether they want the website to allow notifications or to block them.
If and when they click on “Allow” they are added to the subscribers’ list for that site. And then the website can send them clickable browser notifications. Furthermore, when they click on these notifications, they are then directed to specific web pages, which can be anything the website owner wants to promote.
2. The importance of copywriting
Push notifications have a limited character limit. Therefore, the copy for them plays a vital part in their effectiveness. Generally, the character limit associated with different kinds of push notifications range between 40 and 120 characters. To manage a catchy, attractive message within such a small number is not an easy feat but important, nevertheless.
For writing an attractive copy for your push messages, you can use the following tips.
- Always make sure that your notification messages are clear and action-oriented. Using vague language can make your notification easily ignored.
- Try to convey your message through the scarcity effect. That is, if you have a sale going on, instead of “the sale starts now”, try “the sale ends in 8 hours”. This will build urgency among users to bag the best deals first.
- Refrain from writing the summary or “extra details” about the notifications. Instead, try to write an intriguing copy in as few words as possible.
3. Time and Frequency
Time and frequency are not just concepts of physics; they also play a significant role in making your push notifications successful.
When it comes to targeting your audience, timing is everything, especially for push notifications. Many marketers make the mistake of ignoring the time zones of their users, which is the first level of planning. As a result, when their users, sleeping in the other part of the world, receive notifications late at night, they negatively react to them by unsubscribing.
Similar is the case with the frequency of notification. Sending out too many notifications leads the users to block your website altogether.
Another way to look at the time of notifications is – when certain users have recently had a bad experience with your website, be it with the content, service, or delivery, holding off the push notifications might be a better strategy for retention. During such instances, notifications can also be personalized to provide a positive counter for their bad experience.
4. Personalization is the key
Personalization is the new black of the marketing world. Where everything has become highly customer-centric, providing a personalized push notifications experience when reaching out to your users is also important.
The strategy of “one size fits all” has long since left the planet and will not return for a long time. So to make your notification strategy work successfully, remember to offer customers precisely what they need.
For doing this, analyzing individual user data is not necessary. It can be done with the bucket method, wherein, you categorize your users according to broad trends and on-page behaviors and then create copies for these specific buckets of customers.