What If I told you that there is a customer engagement channel that has successfully broken all records of ROI and brings even more engagement than Neil Patel, wait for it...yes it may have something to do with the title
According to a study — It is the one and only engagement channel that —
- Boosts own overall app engagement by 90%.
- 50% of consumers opt for themselves when asked.
- Increases individual app launches by 27%.
- Beats engagement brought by normal web notifications by 30%.
Impressed by this fairly new method of engagement (well who wouldn’t be) and after constantly monitoring it for a few years, the social networking giant, Facebook has recently announced that it is giving its app developers ‘a new way to target users with Push notifications.’
The tool is a part of Facebook’s analytics for apps, mobile analytics solution, which is now used by 800,000 app developers.
The result? Facebook claims the apps have seen up to 180% higher retention when users opt into receiving the Push Notifications.
However, In August, with Google penalizing pop-up notifications for blocking readable content on sites, push notifications concurring no disadvantages at all has taken a central seat in the whole digital marketing scenario..
Some considering it to bring better results than sending emails.
Why? Simply because you can not ignore a push notification.
Using Push Notifications to Pull Customers
Push notifications allow you to reach out to prospects just about any time, whether they’re eating breakfast, at work or using other applications on their device.
While you may think that it thus becomes fairly easy to market on the channel, sure but this is also why the strategy has so much potential to fail.
A marketing channel that’s so unpredictable and disruptive carries a lot of risk for misuse, and even giants like CNN, Spotify, and Facebook have blundered their way into the headlines for doing so.
How to push without actually pushing too hard
Ironically, being pushy is a big no no when it comes to push notifications.
The thing with push is that these notifications block much of the viewer’s screen space and frequently buzzing them may result in them revoking their app permissions with you losing access to engage with a potential customer.
It isn’t that hard. Just keep these 3 things in mind before you create your next notification —
Engage them, don’t overwhelm them.
Know the difference between bugging your consumers and informing them.
The notification sending frequency should be just balanced.
— Not too many, not too less —
You must not send too often, but also not wait for too long or they’ll forget who you are and feel interrupted when you start contacting them again.
Show catchy content, make use of their short attention span.
As proved by science, people have limited attention span.
The use of content is also limited in push notifications.
So, you’d have to use every single word with a sense of wisdom.
Conveying a message in limited words can also be difficult sometimes.
And in difficult marketing times, you’ll just have to remind yourself of the 2C’s of push notifications, being— Concise and Catchy.
Optimize by Time.
Understand your target audience completely and formulate a schedule of sending continuous notifications at their suitable times.
Know their average sleep and work cycles.
(Seriously, early morning and nights both are bad times for marketing)
Push Notifications surely requires a new approach
A new, powerful communication medium like this requires thinking differently about how you interakt with your audience and the nature of push means emotions are overwhelmingly strong either one way or the other.
It’s a double-edged sword, and a sharp one at that.
Remember the 50% stat I quoted in the beginning.
According to that, half your customers are giving you their trust by allowing you to interrupt them as you please by sending them awesome and worthy content. And what you choose to do with their trust depends ultimately on YOU.
Push notifications can surely prevail for a long time to come. Now compare it to Email marketing, which has been sitting on the throne as the best customer engagement channel for too long(and it is about time that it stepped down). Push notifications seems like the new kid on the block and email marketing is the rude big bully he’s trying to defeat.
Well that’s just my view. Tell me yours in the responses.
And don’t forget to share. :)
We launched our 6th engagement channel — Push Notifications(Beta)
‘Push Notifications’ is Stirring Up The Current Marketing Game was originally published in Interakt Blog on Medium, where people are continuing the conversation by highlighting and responding to this story.