Push Messaging: A powerful channel in its own right
#TeamEmail has been skeptical of Push Messaging for some time.
When Push Messaging first launched it was treated as an extension of email marketing. On any given day, our device’s homescreens were flooded by a barrage of generic notifications that did little else besides giving us another task to do on our commutes to work – namely, clearing them and on occasion when they became too annoying – deleting the source.
The human mind is a powerful machine, constantly working and responding to external stimuli. Because of the way a human’s brain is wired, this approach to the Push Messaging was extremely harmful and failed to attract the desired outcome. Thankfully, key lessons have been learned and Push Messaging has undergone somewhat of a re-birth that has shown – when used correctly – to provoke results that rival email marketing.
How to utilise the power of Push
On average, 50% of consumers who have downloaded apps have enabled Push notifications. Amongst younger consumers (18-34 year olds) it is nearly 80%. So, how do you ensure you are using the Push channel correctly?
It is proven that segmented, targeted and relevant push notifications are opened and engaged with more. With this in mind, the key to success is sending the right messages at the right time. For example,
- Abandoned cart
- Product recommendations
- Price drop alerts
- Stock alerts
- Shipping Updates
It is important to have a clear strategy outlined when sending Push messages; don’t stick to routine, mundane discount reminders and most importantly don’t expect your users to interact simply because you have sent a notification. Make sure the reason for attempting to provoke engagement is beneficial to the individual.
Ultimately, a consumer/brand relationship, when cultivated through personalised, pertinent communications can be highly successful and mutually rewarding.
The Stats Don’t Lie
We have all been here, in the middle of a presentation or report, where we have needed some cool statistics to make our story even better. Yet, so far, the power of Push messaging is already quite impressive and the stats only make it sweeter.
The users who have actively opted-in to Push Messaging are generally more engaged spending on average 11 sessions in the app per month and have a 3x higher retention rate. With an average message open rate of 90% – compared to the average email click through rate of 3% – a single push notification can boost app engagement by 88%.
Users who receive segmented, targeted and relevant push notifications convert 3x more than users who receive generic notifications. An example with pretty expressive results is on-boarding related Push Messages; whereby new acquired users who receive a relevant notification during the first week can increase retention by 71% over two months.
What’s Next for Push?
Push messaging has opened up a whole new avenue for customer engagement; as a result, what used to be a pretty modest messaging channel has grown into a powerhouse—and is starting to flex its muscles.
Timing and relevance offer unprecedented opportunities for brands to grab consumers’ attention when they are most likely to convert. For the first time, brands have the opportunity to communicate with every consumer on a personal level; not only about their products and promotions but about what really matters to that individual. Once mastered, the potential to enhance customer loyalty and improve experiences are endless.
“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” – Steve Jobs.
In an era where customer loyalty is critical to success, harnessing the power of Push Messaging is a key and crucial ingredient to delivering the type of experiences customers expect.
