Push notifications on mobile platforms are a very efficient method whereby you as the marketer have the ability to entice your customers back into your app leading to increased engagement and additional participation in the variety of live events which are occurring either inside or outside of your app environment. You can take the critical steps to meticulously track app opens and checkouts which originate within apps’ push notifications. It’s not quite enough to just track downloads when the additional data allows you a much greater insight into the very structure of your conversion funnel.
Successful push notification strategies
There are a number of very successful strategies which have been utilized by app marketers in order to maximize their results from push notifications. Among the most popular:
1. Special sales & deals – Many flash retailers have discovered that push notifications can hold the key to their entire bottom line profitability. By pushing notifications to their customers at the peak shopping times for their industry sectors, they can maximize related sales. For example, a breakfast restaurant might choose to push a notification of a discount coupon for a Full English at 7:30 am, while a night club may want to offer free shots with every bottle of champagne in an 11:30 pm push.
2. Events within particular segments – Segmentation and push notifications go hand in hand as it can be an extremely efficient method to target specific communities. Major brands have achieved lucrative results by creating in app parties to draw together considerable numbers of their users who are interested in particular SKUs or product and service categories. You can harness the power of push notifications to appeal to hiphop fans, mountain bikers, vegans, fashionistas, windsurfers, ferret owners, or any other category you can segment.
3. Geolocation pushes – Starbucks is one of the leaders in the use of geolocation based push notifications as many mobile users find that they can’t drive or walk past one of their outlets without receiving a push from the coffee chain promoting one of their beverage products. This strategy can be adopted by both brick and mortar retailers as well as etailers without any physical retail locations. While the incentive to physically visit a store is the primary application for geolocation push notifications now, there are many etailers who are keying in to specific locations to deliver their marketing messaging. For example: delivering a hi-tech push to attendees at a technology trade show can result in massive engagement.
Accurate push notification targeting through beacons
An effective technology which can be applied with significantly positive results in push notifications is the beacon. These beacons can beam data directly to an app through a push notification providing any type of branded content, discount vouchers, event announcements, or just about anything else a marketer can think of. The content can be directly targeted to extremely limited spaces, so that a department store can have one beacon in the cosmetics section informing customers of a sale on lipstick while another beacon in the hardware department can direct buyers to the newest electric drill. It is important to ensure that the content pushed through beacons is of high value and relevance, or it will just be interpreted by the consumer as noise.
Overcoming the need for an app to receive push notifications
New technological means are overcoming the requirement to have a specific app open in order to be exposed by the push notification. Some companies such as Roost have developed the ability to push content to web browsers, creating a scenario where marketers can actually deliver push notifications to users who have not installed their apps at all. Of course there are easy opt-outs, but the prospect of reaching “any” user is momentous for push marketers.
The most effective way to capitalize upon push technology is to measure and track every aspect of your customers’ generated data. This analytics procedure will help you improve your entire online marketing strategy as well as cater to the segmented categories of your overall client list. There’s no doubt that in order to excel at mobile marketing you need to be a push-er!
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