How many times have you delivered a Push notification that was personal enough to persuade your users to swipe it, enter your app and make a purchase?

The modern tech-savvy consumer is no longer satisfied with a one-size-fits-all service, but instead desires a personalised experience that is tailored to their interests. But don’t just take our word for it; industry research shows that on average personalised push messages drive 293% more response than broadcast messages. The aim for brands should therefore be to send personal, contextual, timely and relevant messages to their most valued customers.

Event-triggered Messaging

Events such as cart abandonment, product release, low stock or product availability are perfect opportunities for brands to create targeted messages to the relevant customers. A well timed and personalised push notification that lets a user know that the items they were looking for are now on sale is a great reason for them to re-engage with an app. Taking the time to segment push messages ensures that each user receives content that is relevant to their behaviour and preferences and encourages them to re-engage and feel like they are building a relationship with the brand.

Cart abandonment messages can serve as one of the most financially beneficial event-triggered messages. Research shows that the majority of abandoned carts were left because the consumer was not yet ready to purchase. A gentle nudge to remind users that their items are still in their cart is a great way to redirect them into the app.

Promotional Marketing

In the world of marketing, offering deals and promotions to consumers is nothing out of the ordinary. Now, thanks to the wonders of push, brands have the opportunity to take these promotional messages to the next level.

For example, brands can now use information gathered via app behaviour monitoring or in-app preference centres to push promotional messages containing special offers or deals that are relevant to the app users’ preferred product categories. By studying app behaviour and users’ preferences, a brand can ensure they are offering promotional messages that are sure to pique consumers’ interests and increase sales.

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Transactional Messaging

Smart marketers know transactional interactions are not only an opportunity to transfer transaction information (e.g., order details), but are also a great way to provide product recommendations based on what similar consumers have purchased or on other products that particular user has viewed. Transactional push messaging therefore presents the perfect opportunity for brands to utilize their knowledge and provide a personalised service that ensures customers return to their app even after they have purchased.

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Location-based Messaging

Mobile now gives marketers the opportunity to use a consumer’s physical location as a parameter to trigger push messages. With the majority of consumers willing to share their locations, brands are now able to deliver messages that will drive sales by sending to devices that are in the right place at the right time.

Location-triggered messages present brands with the chance to create truly new shopping experiences that revolve around personalisation.

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THE ART OF PERSONALISED PUSH

Event-triggered, promotional, transactional and geo-location messages are a great way to personalise mobile messages and capitalize on users’ willingness to interact with brands that take time to add a personal touch. In a world where every user wants to feel appreciated and valued, brands should seize the opportunity to show that they care about every one of their customers.

The power of personalised push is undeniable. Timing and location offer unprecedented opportunities for retailers to grab consumers’ attention at the exact time when they are most likely to shop. For the first time in history brands can provide a truly tailored service to each and every customer across all channels.