Whenever we open our PC, laptop or Mobile we see notifications peeping from our window, waiting for us to do something. We call these notifications as a push notification or browser push notification. Even if the concerned web page is not opened in our browser, we’ll see them floating on our window on the upper or lower right side, depending on our windows configuration. These notifications or messages act as an alert that prompts us to take action.
It is a new Digital Marketing strategy to re-engage your site visitors without knowing their email or other contact details. The notification is pushed to you automatically only by clicking on allow the notification. It is an attempt to get you to stay connected to the website and business. This enables the website owner to send you information about their products or services.
There are a few latest versions of browsers, which support web push notifications.
Currently, Web Push notification is one of the best Digital Marketing strategy to increase reach, engagement, conversion, and retention.
Web push notifications have higher click-through rates when compared to emails. Here, the advertiser can connect with their customers and prospects without needing their contact details (if we are excluding IP addresses).
Communication with a prospect is transforming now. As contact details aren’t involved, users generally don’t mind signing up.
Listed below are a few points which will make it more clear about the basic difference between Web push and email.
It is very much clear that web push notifications are much better when it comes to delivering results. Email is an obsolete concept that has lost its charm in modern means. With E-mail, there is quite a lot of dependency on it. That’s why they are unable to deliver results against the challenges of the dynamic world.
Note: The only fact that needs to be kept in mind is that these notifications work only on Secure Sockets Layer (SSL) sites.
There are a few web push notification challenges that come across when we choose this medium of communication. These include
Time is a crucial component of marketing. Perhaps, there are times when you receive pop-ups that leave you in frustration. The marketers need to understand that your efforts are worth every penny. There is a perfect time to engage with users which would prove to be quite effective.
Push notification sent on wrong timing can result in:
Web-push notification is delivered instantly and is not stored anywhere. So, sending it at the right time becomes a mission-critical to its success. A recent study conducted by PushPushGo reveals that Wednesday and Weekends, the best days when CTR or click-through the rate were highest than any other days.
Another study reveals that frequently sent notifications can be considered an interruption. People reported that mobile messaging and email apps interrupt them in almost 50% of cases.
Also, Follow local time-zones and respect customer’s routines.
Depending on the user’s browser, a push notification should be of a limited character. One must use a clear and compelling message to drive conversations. The key to the conversation to move users back to our website with an immediate step or call-to-action.
To deliver push messages that are relevant to subscribers, the stratification of the audience is a must. One can start by grouping subscribers through shared traits. This could be on the basis of product viewed, their geographic location, or the device they used to access the website.
Too many notifications received, ended up annoying the readers. Therefore, the senders need to recognize the perfect time by having a look at the data and statistics and try to work on consistency.
There are data, which reveals where push notification stands in the current scenario. It’s been published by “Pushpushgo” in 2019. Let’s have a look at the data.
Other than this, there are other sectors that practice web push notifications which include travel, finance, gaming, etc.
Amazon provides push notification services through various platforms which include Apple Push Notification service (APNs), Google Cloud Messaging (GCM), Firebase Cloud Messaging (FCM), Baidu Cloud Push, and Amazon Device Messaging (ADM). It connects to these leading notification services as Amazon Pinpoint, which creates segments of customers based on their attributes, for instance, geographical location, behavioral, device type, etc to send targeted push notifications.
Vast data is available to Netflix. Thus, it crafts highly personalized push messages based on each customer’s viewing history. They send a simple reminder about a series that someone has been watching, in an excellent way to improve engagement. A reminder on new web series, newly added movies, short-films and trending things inform and attract the traffic.
Like other airlines, JetBlue has adopted push notifications to remind its customers when to check-in. Flyers receive pleasant reminders exactly one day before the flight is scheduled to depart. In-flight status updates in the form of push notifications are also made available to the customers. It offers high value, practical content that helps to improve the flying experience.
This isn’t going to result in any immediate sales, but the efforts cause flyers to think positively about the brand, making them consider the airline the next time they go to book a flight.
Image– Unsurprisingly, in a study on push notifications, opt-in rates were highest in the travel and transportation niche (78%). People really appreciate being reminded of the key details that will improve their journey when they’re traveling.
Food application is always on their toes to engage users and entice them to place an order on their portal. hence, Zomato too uses browse and web push notifications for better results by sending notification in the form of special offers, delivery status, revealing new dishes to food lovers. Apart from this, it also messages about discounts, festivals, and birthday wishes.
Rightful Labs use push notifications as a tool for lead generation. As a performance marketing agency, Rightful labs integrate user information and behavior on the tool with CRM systems. It decodes the buyer’s journey and behavioral patterns from their mobile usage. It targets its activity according to prospects, leads, and customers in a particular location. They make use of Geo-location technology, which gives possible user experience.The more data you have on the ways in which people interact with your brand (history), the more you can tailor your push messages to resonate with them.
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Push is the new cool in the digital era.
According to Peter Farago, “Understanding and improving user engagement is the new currency of doing business in the new digital world.” Thus, all businesses need to influence the customers aggressively to drive their growth with different perspectives. Receiving more messages is significantly correlated with increased feelings of being connected with others.” ~ Pielot, Church, Oliviera, 2014