Strategic Guide to Boost Engagement and Drive Traffic
Push notifications have emerged as a powerful marketing tool for eCommerce and beyond, yet they’re often underutilised compared to traditional ones. While many brands recognise their potential, the challenge lies in deploying them effectively to engage users and drive meaningful action. The good news is that a well-executed push notification strategy can significantly boost your brand’s visibility, grow your subscriber base, and even increase revenue.
However, getting users to opt in for push notifications isn't always straightforward—it requires a carefully crafted approach. In this blog post, we’ve compiled best practices for using push notifications for browsers and apps, covering three key areas: promptness, personalisation, and action-oriented cues.
Article Outline:
What Are Push Notifications?
Proven Strategies to Boost Engagement and Drive Traffic:
What Are Push Notifications?
Push notifications are short, clickable messages on users’ mobile or desktop devices, even when they are not actively using an app or website. These notifications prompt users to take specific actions, such as reading new content, completing purchases, or revisiting a website they’ve previously visited.
Their key advantage lies in their immediacy and ability to capture users' attention. But to leverage this tool effectively, you need more than just sending random messages. You need a strategic approach that, when mastered, can empower you to engage your users and drive traffic like never before.
Push Notifications - Proven Strategies to Boost Engagement and Drive Traffic.
1. Promptness.
Mastering the timing of push notifications is absolutely crucial. Reaching users when they are most receptive can be the difference between capturing their attention and being ignored. This demands your full attention and focus.
Take Advantage of the Right Moments
Timing is everything. Study your users' patterns to determine the optimal times to send notifications. If your audience is in different time zones, it’s essential to adjust the timing of your notifications accordingly. A well-timed message can increase engagement, while a poorly-timed one may go unnoticed or frustrate users.
Example:
For finance and business-related notifications, try scheduling push notifications for weekday mornings when people are getting ready for work. On the other hand, gaming or entertainment apps might see better engagement with evening or weekend notifications.
Using automation tools, you can pre-plan and schedule push notifications to reach users at optimal times based on their time zones and past engagement patterns.
Create Urgency
Urgency captures attention like nothing else. But your urgency must be genuine, not a mere gimmick. A well-crafted message can create a sense of immediacy, prompting users to take action quickly.
Example:
Retailers can send push notifications highlighting the last few hours of a sale or reminding users that popular items are about to run out of stock. Urgent messages with clear time constraints—like “Only 2 hours left!”—motivate users to act fast.
Promote Updates and New Content
Users love fresh content, especially when they feel like they’re getting early access to something new. You can harness this tendency to keep them engaged with your app or website.
Example:
Use notifications to announce new app features, updates, or exclusive content. Words like “new,” “exclusive,” and “be the first” create excitement and drive users to explore what’s available.
Use Location-Based Targeting
With location-tracking technology, you can send push notifications triggered by a user's location. This can make your messages more relevant and timely, especially for location-based services.
Example:
If a user is near your store or restaurant, send a tailored notification inviting them to stop by. You could also notify users about special promotions when they visit new towns or neighbourhoods. Most consumers are likelier to engage with apps that send location-based notifications.
Don’t Overdo It
One of the main reasons people opt out of push notifications is receiving too many of them. To avoid overwhelming your users, be mindful of the timing and frequency of your notifications.
Example:
During the opt-in process, reassure users that they won’t be bombarded with notifications. Use engagement metrics like click-through rates and retention to determine the ideal frequency. For many sectors, sending one or two well-timed notifications per week strikes the perfect balance.
2. Personalisation.
Personalised push notifications make users feel valued and understood. Tailoring content to individual preferences and behaviours increases the likelihood of engagement.
Celebrate User Actions
When users complete actions on your app or website, use push notifications to acknowledge their achievements. This creates a sense of accomplishment and reinforces positive behaviour.
Example:
A fitness app can send notifications congratulating users after a workout, or a survey platform can thank users for their contributions with results from their participation. Show users how their actions benefit them or the community.
Spark Curiosity and Interest
Use notifications to tease hidden or unexplored features of your app or site, piquing users’ curiosity. Personalised suggestions based on their previous behaviour can lead them to discover new content.
Example:
A news app might send push notifications like, “Don’t miss today’s trending article” or “Explore more topics based on your interests.” The key is to suggest relevant content that users haven’t yet seen.
Keep It Light-Hearted
Marketing doesn’t always have to be serious. Injecting humour into your push notifications can make them more enjoyable and human.
Example:
Entertainment apps, like Netflix, often use humour in their notifications. Instead of a dull reminder, you could say, “Got plans? Cancel them. New episodes just dropped!” Light-hearted messages stand out and make users smile.
Use Rich Media: GIFs, Images, and Videos
Incorporating visuals like images, GIFs, or short videos can make your notifications more eye-catching and engaging. Rich media can significantly increase your open rates, as users are drawn to visually appealing content.
Example:
An e-commerce app might show an image of a product in stock or a GIF of a flash sale countdown. Data shows that rich push notifications can increase open rates by up to 56%.[1]
Start Telling Stories
Storytelling is one of the most powerful marketing tools; push notifications are no exception. Use short, intriguing messages that draw users in with a promise of a compelling narrative.
Example:
A notification like “Find out how one customer saved 50% with our app” encourages users to click through to hear the full story. This approach feels more personal and less sales-driven, making it highly effective.
Be Clear and Concise
Push notifications are, by nature, brief. Every word needs to count. Be direct and to the point, ensuring your message is clear and easy to act on.
Example:
Instead of saying, “We are pleased to inform you that your monthly statement is now available,” a finance app might say, “Your April statement is ready. View now.” The more concise and clear your message, the more likely users will respond.
Explain Key Features
Introducing new or underused features is a great way to engage users through push notifications. Highlight how these features add value to their experience.
Example:
A property management app might send notifications explaining the top features, such as “Easily confirm bookings with our one-click feature.” These notifications should clearly and simply explain how these features benefit the user.
Use Social Media
Push notifications can help amplify your social media presence. Encourage users to share their experiences, participate in challenges, or follow your brand across platforms.
Example:
After a purchase, send a notification asking users to share their new item on social media. You could also alert them to trending topics or hashtags related to your product category.
3. Action-Oriented Cues.
Push notifications should prompt users to take specific actions. A solid call to action is crucial, whether purchasing, giving feedback, or completing a task.
Promote Special Deals
Push notifications are a fantastic way to inform users of sales, promotions, or limited-time offers. You can drive conversions by highlighting the offer and clearly stating what users need to do.
Example:
A retail app might say, “Flash sale! 30% off for the next 24 hours. Shop now.” Be sure to include a direct link for users to take immediate action.
Focus on Personal Goals
If your app helps users achieve personal milestones, push notifications can provide valuable encouragement.
Example:
Fitness apps like MyFitnessPal can remind users to log their meals or notify them of progress toward their daily goals. Fintech apps can send reminders for saving or budgeting milestones.
Send Gentle Nudges
Sometimes, users need a reminder to revisit your app. A well-timed nudge can reignite their interest, especially when they’ve been inactive for a while.
Example:
A shopping app might say, “You’ve got items waiting in your cart. Ready to check out?” Or a news app could send a reminder to catch up on missed stories from the past week.
Provide Price Updates
Price changes can be a significant motivator for e-commerce users. Notify them about price drops, upcoming sales, or stock alerts.
Example:
“The item you viewed is now 20% off. Shop now before it’s gone!” Notifications about price reductions or restocks can encourage users to make purchases.
Request Feedback
Asking for feedback or reviews is an excellent way to engage users and gather valuable insights. To make the process as seamless as possible, include a clear call to action.
Example:
“Rate our app and tell us how we’re doing. It only takes a minute!” Ensuring users know minimal time commitment can increase their willingness to participate.
Offer Real-Time Updates
Push notifications excel at delivering real-time information. To stay informed, users rely on these updates for news, sports, or weather apps.
Example:
A flight app could send notifications about gate changes or delays, while a shopping app could notify users of real-time flash sales. Make sure the updates are actionable and timely.
Use Action Buttons
Give users specific, easy-to-understand actions they can take directly from the notification. Including action buttons increases the likelihood of interaction.
Example:
A booking app might include buttons like “Book Now.”
4. Push Notification Best Practices in 2024. Summary.
Push notifications can significantly increase engagement and drive traffic to your app or website when used effectively. However, it’s essential to take a strategic approach to avoid alienating users. Personalisation, timing, segmentation, and testing are crucial elements that can elevate your push notification campaigns.
By following the strategies discussed in this article, you can ensure that your push notifications are more than just noise in the digital space—they become valuable interactions that keep users coming back, improve retention rates, and drive conversions.
Unlock the Power of Push Notifications with VisionMarketing
Are you looking to supercharge your online business with the power of push notifications? VisionMarketing is here to help! Our team of experts can craft personalised strategies tailored to your unique goals. From optimising timing and personalisation to creating engaging content, we'll guide you every step of the way. Contact us today to unlock your business's full potential for push notifications.
Trusted Sources:
[1] Airship
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