How to do push notification marketing?

Push notification marketing refers to the practice of sending marketing messages via “push” technology, which can be performed on both desktop and mobile devices.

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Push messages are clickable pop-ups that you can send through to a user’s mobile notification center, desktop, or browser, even if the user hasn’t opened your website or app. That makes push notification marketing a powerful strategy for driving engagement with your audience, as you can use these messages to encourage them to visit your website or app. Push notifications have a dramatically higher open rate than email marketing. Reckless’ study found that while email open rates were less than 2%, push notifications had an average open rate of 20%. 

Let’s look at how to engage your audience through this powerful marketing channel.

Types of Push Notifications

Both web and mobile push notifications can serve as part of your cross-channel marketing strategy.

App push notifications are pop-up messages that can be sent when the user has your app installed on their mobile device. On both Android and Apple devices, the notifications will show up directly on the user’s lock screen in the notification center. From there, they can view the notification to open your app or mobile site depending on where you want to send them. App push notifications can also be enabled on smartwatches and other types of wearables. Android devices automatically opt users in for app notifications when they install an app, which means opt-in rates on Android devices are very high (91.1%), according to a 2018 Accengage study. On iOS devices, however, users need to give permission, leading to an average opt in rate of 43.9%. 

Web push notifications are sent to users through a desktop web or mobile web browser, sliding in at the top or bottom of their screen. They’re supported on most major browsers for desktop and mobile, including Google Chrome, Safari (macOS), Microsoft Edge, and Firefox, though they’re not currently enabled for Safari on iOS. In order to get your notifications, users will need to opt-in through a browser opt-in box. Currently, opt-in rates for web push notifications fall between 5% and 15%. 

Both web and mobile push notifications can incorporate images and links. Some users’ operating systems may also support video files, audio files and other forms of rich push notifications. Take advantage of these opportunities to integrate rich media into your messaging content, such as video clips from your brand or photos of your latest products. Incorporating rich content will help your messages stand out and increase user engagement with your content.

Increasing Opt-ins for Push Notification Marketing

Because most types of push notification marketing require users to opt in, it’s important to develop strategies that will help you to increase opt-in rates.

For example, rather than asking users to opt in to push notifications immediately after visiting your website, wait until they’ve spent several minutes scrolling through your site. This ensures that they have a chance to see the value that you provide first. 

You can also set event criteria, such as launching a notification that encourages them to subscribe for special discounts and promotions when someone clicks on a product page.

How to Use Push Notification Marketing

Push notification marketing can be used to deliver powerful CTAs that will entice your customers to take action. A few ways to use them include:

1. Offering a limited time sale

If you’re offering a special promotion, spotlight it through push notifications as well as email and SMS marketing, tailoring your channel delivery format to the channels each user is most likely to respond to, based on past interactions.

2. Sharing personalized product recommendations

By segmenting your audience based on their consumer preferences, purchase history, and behavioral data, you’ll be able to promote highly personalized offers that they’re more likely to connect with. Ticketmaster, for example, uses push notifications to make announcements for upcoming shows that are in the genres that audience members have expressed interest in previously.

3. “Forgot something?” notification

If a customer abandons a shopping cart, you can use a push notification to encourage them to return to the site or app and make a purchase, potentially offering a special promo code to sweeten the deal.

4. Sending customers a notification about your newest article or ebook

Use push notifications to promote your content marketing efforts. Rather than making a sales pitch, this strategy can engage them with informative and entertaining content about the topics that they care about, helping customers gain trust in your brand.

Push Notification Marketing within Cross-Channel Marketing

Push notification marketing can serve as a powerful part of your cross-channel marketing strategy. Using a cross-channel marketing platform like Iterable, you can set up highly personalized, sequenced messages to engage with your customers across all of their devices and channels, incorporating email, SMS, push, in-app, web push, direct mail and social retargeting.

By setting up workflows that trigger push notifications and other types of messages based on the user’s interests and behavior, you can deliver relevant content that’s designed to meet them at the point where they’re most likely to engage with you.

By incorporating push notification marketing into your marketing mix, you’ll be able to reach your audience through a channel that’s optimized for maximum customer engagement and high click-through rates. Combine push notification marketing with the other channels your audiences use to develop an integrated, cohesive messaging approach that will reach your audience at the right time and place, no matter how they prefer to engage with your brand.

Did you know, your subscriber count can inevitably enhance your brand’s visibility in the online market and even drive more revenue? But, to get to that level and make your users to opt-in for push notifications, the road is often a rocky one with no clear direction sign-boards. So, how to go about it? 

Here, in this post, we’ve compiled a list of smart opt-in push notification marketing strategies with ample examples to help you get more subscribers through push messages and increase subscriber count. Do remember to A/B test and analyze your strategy using qualitative and quantitative tools to see what’s working best for your website and target audience.

For starters, cleverly time out your opt-in launches that compel visitors to stay on your site. Here’s how you can do this!

A) Mapping a User’s On-Site Activities and Other Actionables

To implement this smoothly, you can set unique actions to be taken before the opt-in appears. This is critical because your visitors need to realize the benefits of receiving your push notifications and the smooth experience they’ll get from your platform. Here are a few instances where your visitors are likely to add to your conversion rate and turn into push notifications subscribers.

1. Viewed a Product: If you’re running an e-commerce website, you can set the opt-in to trigger after a visitor has viewed an item or browsed through multiple items. This action demonstrates that the visitor finds value in the products your website is offering, and they would benefit from your notifications. 

2. Read a Post or Article: A blog or a news website can pre-set the opt-ins to pop after a visitor reads an article or a post. Remember, a viewer is most likely to allow notifications to pop-up to receive updates on more such news or posts, once they’ve gone through your content.

3. Certain Session Count or Time Spent: You could automate the opt-ins to appear after a visitor has reached a certain session count or when they’ve spent a set amount of time on your website and/or mobile app. At this point, they would have an idea of what your site is about and would know the value your push notifications.

Tip: If your bounce rate is high, it’s better to delay the opt-ins appearing to facilitate visitors to understand what your website is all about — experiment with setting it to 15 seconds. For best results we recommend you to experiment with different times to send notifications along with the ones mentioned above to clearly understand what works best.

B) Finding the Best Pages to Launch the Opt-ins

You’d want to analyze your buyer’s or reader’s journey to understand your best-performing pages that are likely to convert your website visitors into subscribers. These assortments of pages could have different push notification advertising styles when it comes to triggering the opt-ins.

Here are some use cases or push notification campaign ideas to help you understand better.

1. Order Tracking Emails or on Your Site: For an e-commerce website, your customers track their shipments either through emails, the site itself or mobile devices. Use this opportunity to ask them, either within the email or on the tracking pages, if they would like to receive your push notifications instead, to know the status of their shipments.

2. On the Checkout Page: Online retailers could also strategically set the opt-ins to trigger or give the option to enable push notifications when a customer is on the checkout page. Ensure you tell them that through push alerts they could track their order(s) quickly, get product recommendations, other relevant information, or when there’s a sale going on. You might see more people subscribing to your notifications this way.

3. When a Product is Out of Stock or Sold Out: By asking for permission to send notifications when the particular product or similar products are back in stock, you could have more customers subscribe to your notifications. Amazon does this when it’s about to put items like smartphone on sale. 

4. Breaking News Story: If you are a news or media website, have you been noticing hordes of incoming traffic on a particular piece of breaking news? Then use this to your advantage and set the opt-in permission to launch every time a new user spends a specific time on this story. Ask them if they would like to receive notifications to stay updated about trending or breaking news.

5. Chance to Win Flight Tickets or Other Goodies: On a travel blog, for instance, when there is a post on a competition or an opportunity for readers to grab special offers, like discounts flight tickets or other goodies, the odds are favorable to get more subscribers by setting the opt-in to trigger on such pages. Open rates in such cases are seen to be skyrocketing. 

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6. After Booking or Viewing a Flight or Hotel: If your website is a flight or hotel booking aggregator, then you could set the permission for notifications to appear after a customer has booked a flight or hotel or even browsed through a few of them. Offer them an incentive as to why they should enable notifications from you. For instance, tell them about your upcoming offers and ask them to avail exclusive discounts. EasyMyTrip.com is an excellent example to quote here!

After identifying the right timings in your push notification tool to send opt-ins, let us now understand how to frame them in a proper manner to make them more appealing and aid to your push marketing strategy.  

C) Writing Succinct Permission Messages

The message in your opt-ins tells your visitors why they should subscribe to your push notifications. What this means is that the copy must clearly convey the benefits of receiving your push alerts. Here are a few things to keep in mind when composing an opt-in copy.

1. Target Audience
What kind of people are you targeting? It could be marketers, online shoppers or media professionals. Once you know who your target audience is and have the right user information, frame your message accordingly.

What kind of people are you targeting? It could be marketers, online shoppers or media professionals. Once you know who your target audience is and have the right user information, frame your message accordingly.

2. Benefits of Receiving Push Notifications: In the message copy, convey the benefits of your push notifications to the visitors. For example, online retailers, airline booking sites, hotel aggregators, or even publishers can mention, in their opt-in message, the updates on discounts and special offers that the subscribers can avail through your push notifications.

Remember to pay attention to the tone of your message. A funny or teasing tone is great. But, steer clear of anything that might be offensive or that may come on too strong.

3. Frequency: Build trust by being honest about the frequency of notifications you’ll send. Make sure to tell them that you respect their privacy and that they can turn off notifications any time they want. This way, they’ll be a lot more open to receiving your alerts.

4. Catchy Headline: Grab attention with a great headline. It should convince the visitors to read the permission message further. It could be funny, powerful, or creative push notifications – anything that would persuade your target audience to subscribe to your notifications.

D) Using Other Communication Channels to Encourage Subscriptions

Web push notifications are becoming omnipresent in the digital realm. And, a side effect of this is that a visitor may spontaneously refuse a website to send them notifications or worse, simply ignore it.

But, when you give the right context and build anticipation about what your web push notifications will offer, you’ll see an increase in opt-in rates. Hence, we reckon that you use other channels to promote details of the benefits of subscribing to push notifications. The benefits may be quick updates, discounts, or the latest trends.

You may also add links or buttons within other communication channels for your subscribers to reach the opt-in landing page. Newsletters, social media, and email are a few channels you can use to divert traffic to this landing page.

There are strategic ways you can get more subscribers by using buttons and links, especially in your other channels of communication, like emails, newsletters, and reports. If you implement them wisely, you’ll see a boost in your subscriber count. Take the example below to understand this clearly.

Example: If you have a SaaS website, you may be having e-books or reports for your website users. Use this to your advantage. When a visitor wants to download a copy, set the child window to appear, that asks for permission to send them push notifications. When the visitor clicks on “Allow,” they get to download the report simultaneously AND become a subscriber.

Quick Tip: Once a person completes the actions from the example above, set another page to appear that asks them to schedule a demo with your sales team.

F) Adding Call-to-Action (CTA) Buttons on High Traffic Pages

Your customers/readers are likely to land on every other page on your website, be it product pages or category pages. The homepage is where the majority of your traffic is pulled to. Hence, it’s recommended to have a plain header or footer opt-in on those pages.

Example: If you have an online retail website, tempt your visitors to subscribe to your push notifications by offering discounts, new category news, product updates, or when limited edition products are back in stock. This works particularly well for your first-time customers.

Quick Tip: Ensure you place your CTAs on the top of your homepage, to give the best visibility. But remember to set it in a way that doesn’t cause the page to look messy or cramped.

1. A/B test these things specifically:
2. The positioning of your CTA button.
3. Color of your CTA button. It can make a huge difference.

G) Mastering the Exit Intent: Wait! Check This Out Before You Leave

You’ve worked hard to bring visitors to your website. But over 90% of them exit without performing a desired task, like subscribing or buying