Push notifications have revolutionized the way applications communicate with their users. These messages pop up on your device, bringing information from the application straight to your attention. Whether the app is open or not, push notifications can be a powerful marketing tool when done correctly.
In today's digital landscape, push notifications are increasingly being used as a strategic marketing channel. When executed properly, they can boost user engagement, enhance the overall experience, and ultimately drive user retention. Companies leverage push notifications to remind users about their favorite TV shows, update them on trending topics, or inform them about abandoned shopping carts.
In this article, we'll delve into the world of push notifications, exploring how they work and providing best practices for creating and sending effective push notifications. You'll also learn about crucial considerations to keep in mind when developing and sending out these messages.
How Do Push Notifications Work?
At its core, a push notification is a message that originates from an application and is delivered directly to the user's device. Unlike pull protocols, which require a request from the client before sending a response, push notifications don't need a request from the client to send a message. This occurs based on conditions such as downloading the app or granting notification approvals.
To set up push notifications, there are two key steps: activation and publication of notifications. The process begins with the client (the user's app) sending a request to a notification service like Firebase Cloud Messaging (FCM) for Android devices or Apple Push Notification service (APNs) for iOS devices. These services manage notifications within the operating system on which the user's device is running.
Best Practices for Push Notifications
When used effectively, push notifications can be a powerful marketing tool that draws users back to your app. However, with the wrong approach, they can quickly become annoying and irrelevant, causing users to lose interest in your application.
To avoid this scenario, consider the following best practices:
Plan Your Frequency
Sending frequent notifications can become annoying and eventually a disturbance. No one enjoys spam emails, and you don't want your notifications to feel like one. A good rule of thumb is not to send more than five notifications per week.
Be Concise
Your message should communicate exactly what you want your users to know. A vague or wordy message decreases the chance of the user paying attention to your notification and can even make it seem irrelevant. Get straight to the point and use phrases, headers, or styles that will catch your users' attention.
Prompt the User to Take Action
The goal of push notifications is to get your user's attention. Including action items like buttons and styled links helps the users engage with your content and can navigate them to more information or to purchase a product. Use clear call-to-actions with words like "join", "buy", "view", or "subscribe" to get the user to do something rather than passive tags.
Provide Valuable and Exciting Information
It's essential to remember that your notifications can be sent to your users when they're busy with other things. If you are going to distract them, it needs to be worth their time. Present the user with an update that will convince them to take interest.
Be Relevant
Not all messages have to go to all users. It's a best practice to use your user analytics to target the right audience. Sending a bunch of unrelated or irrelevant notifications to your user is a poor practice and increases the chance of your app getting uninstalled or deleted.