In recent years, publishers have gotten excited about the potential of mobile push notifications to engage with customers and readers, and there’s no secret why.
Unlike email marketing, which was once the most coveted customer engagement tool, a push is difficult to ignore.
Push notifications allow you to reach out to users just about any time, whether they’re eating breakfast, at work, or using other applications on their device.
Of course, this is also why the strategy has so much potential to fail.
A marketing channel that’s so 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.
Let’s have a look at some tips on how to push without pushing too hard.
Tell Them How to Break Up With You!
It’s tempting to make opt-outs difficult because this marketing tactic is so effective, but forcing your prospects into communication destroys customer loyalty. Make opting out whenever they want as easy as possible.
That said, don’t assume the easy opt-out gives you a free pass to spam. Even if they can ditch you, overdoing things still leaves a bad taste in their mouth concerning your brand.
That’s why it’s crucial to…
Test and Track
Know the results of what you’re doing. Don’t walk out there with a blindfold and swing at dead air.
There are plenty of tools you can use to analyze user behavior, discover what triggers opt-outs or declines in engagement, and improve your push program accordingly. To get started, use Google Analytics in your app and measure your users’ activity.
Correlate activity with your push notifications to find patterns and inform your decisions.
Know Your Audience
Mobile devices provide an unreal amount of customer-centric data, so there’s really no excuse for ignoring your demographics. Know when your customers are awake and what the best times to send are (early morning and dinner are usually bad for most audiences). Stick with relevant content that pertains to them, and keep their location info in mind when applicable.
Always Create Value
This isn’t all about advertising; think relationship-building and credibility.
Even simple things like transaction confirmations and updates about items on a wish list provide an opportunity to touch bases and get your name out there without being overbearing. Other opportune times include when instant actions are needed or when crucial info needs to be delivered, such as a boarding gate for a flight being changed.
Tailor to the Platform
The shortcut of using the same slogans and messages you use on your website can be tempting, but mobile is mobile. It’s more personal, and users expect high relevancy. Never forget your medium.
Put the Power in Their Hands
It’s imperative to make management of preferences easy or users may get overwhelmed and just opt out completely. For example, make it possible to choose what types of alerts they get, when notifications are on or off, and specified quiet hours.
This added control goes a long way toward building trust and minimizing irritation.
Mobiloud follows this and other best practices by letting users easily opt out of push notifications for articles and news based on their category.
Give It To Them Straight
The huge key to your push marketing is to be completely clear what’s in store. Before they opt in, people need to know why they want to receive messages from your app, what kind of notifications they’ll receive, and when you’ll be sending them.
Spell out the benefits in your app description; your results will go up drastically on all levels.
Plan Out a Comprehensive Strategy
Do not fly by the seat of your pants on this.
Not all push notifications are equal, and you want the more annoying ones or less relevant ones to be less intrusive – that means timing becomes more important than ever. Push cadence is important too; don’t send too often, but don’t wait too long or they’ll forget who you are and feel interrupted when you start contacting them again.
Scheduling features can be great for set and forget marketing, but make sure you plan for notifications to expire when coupons do. No one wants to get hassled about out-of-date sales.
As a Mobiloud customer you can choose to trigger notifications automatically for new content, with full control of which categories of content should automatically be pushed to your users.
You can also send manual messages with posts, pages or URLs attached, giving you great flexibility in how you manage your app’s notifications.
Push Requires a New Approach
A new, powerful communication medium like this requires thinking differently about how you interact with your audience, and the nature of push means emotions are overwhelmingly strong, whichever way they lean. To use a cliché, it’s a double-edged sword, and a sharp one at that.
Remember, they’re giving you their trust by allowing you to interrupt them as you please.
Respect that trust, and your customers will respect you.