Push notifications are messages that you can click on, sent from a website to the browser of a user who gave you permission.
In a day you receive several types of notifications of the applications installed on your mobile. For example: you are notified of a new message on WhatsApp, the arrival of a new email, when an application has a new version to be updated, etc …
But, did you know that you can also receive this type of alert in the browser that you use to access the Internet?
This type of notification via web does not require the installation of an application and is not restricted only to the mobile environment, and can be sent to all device models.
In this post, you will learn more about these two models of push notifications and how to use them in the best way to boost the results of your business.
How do push notifications work?
As we said, there are two types of push notifications: via mobile and via web.
Both are strategies that can be classified as Permission Marketing actions that can improve the relationship of a company with the users who accepted that type of contact.
The alert can be sent automatically or manually, with a frequency that varies according to the objective of each message.
For example, if you have new content on the blog or have started a promotion in your e-commerce, the alert will be a way to notify about this news as quickly as possible.
In the e-commerce segment, you can also take advantage of this strategy to remember about abandoned products in the cart, inform about the process of delivery of the purchase and divulge the news that has just arrived to your virtual store.
It is worth remembering that all this must be done with great care and following a schedule so that it does not become uncomfortable for the user. In the end, the purpose of using push notifications is to improve and strengthen the relationship with current and potential customers of your business.
How can push notifications help you in your business?
Push notification represents one more channel that your business can use to offer specific and customized offers to users who have given permission for this type of message.
With them it is possible, in addition to sending instant alerts, increase the commitment of users with your brand by inviting them to a certain action.
For that, be objective! And, of course, it offers excellent content compatible with the interest of the person who will receive the notification.
This strategy, when well planned, also allows:
- increase the traffic of your site;
- learn more about your buyer person;
- work on your brand’s reputation;
- and improve the relationship of current and potential customers with your business.
How to optimize these notifications?
As in any strategy, there are some practices that can boost the results.
In the case of push notifications, you can both improve the message content and customize it, analyze the best times and frequencies for the trigger, how to segment it .
Working with these aspects can help increase conversions and also discover which tactic provides the best results for your business.
Observe the following tips and learn how you can improve the performance of this type of alert:
Use the technique of copywriting
Do you know what is copywriting?
In short, it is a strategy that seeks to produce optimized content to increase the conversion possibilities of readers.
For this it is essential that:
- meet the buyer person of your business;
- define the tone and language for the materials;
- you create a connection with who you are reading;
- give preference to action verbs;
- and use data and statistics.
Test the shipping schedules
The time chosen to send a notification can be decisive for its performance. At the end of the day, if the person does not show interest at the moment he receives the message, he can decide to withdraw the permission for that type of alert.
So that this does not happen it is important that you plan the shots and try different shipping schedules.
In this way, in addition to being able to know your base better, you can also use the results of these tests to define the most appropriate time for sending the alerts.
Segment and personalize messages
When you worry about personalizing a message, you increase the chances of it being better accepted by whoever is going to receive it. You know why?
This practice helps create links with the recipient, as it can be identified with the message.
In addition, by segmenting it you avoid sending several alerts to the same person and you can still filter which topics may be more interesting to be addressed.
How to measure this strategy?
Constantly accompanying the results of notifications sent and analyzing them based on metrics can help you to have a more complete vision about that strategy and to understand in fact how it is contributing to your business.
Do you want to know how?
As I said at the beginning of this post, the push notification is a clickable message. That is, all alerts of this type have as one of the objectives the recipient’s click.
By knowing how many people made this action, by means of the metric click rate it is possible to know more about the performance of that campaign.
In addition to this metric, there are several others that you can accompany. However, some results may not convey the value of the strategy itself and end up being misleading about the performance actually achieved.
For example, the number of notifications sent does not mean anything when analyzed in isolation and, therefore, can be considered as a vanity metric. Be very careful not to guide your business for them!
Did you like the post? Then record your opinion in the comments below!
Push notifications are a strategy that is not limited to one type of company, and can generate positive results for businesses in the most varied areas of activity.
A decisive point for success is how well the professionals responsible for this tactic know and relate to the current and potential customers of the brand.
Now that you know how it works, what could be better than putting it into practice? Tell your experience in the comments!