When it comes to app push notifications, there's no middle ground – they can either be game-changers or major turn-offs. As marketers, we're well aware that these notifications have the potential to re-engage users outside of the app and drive significant results. But what sets apart successful push notification strategies from those that fall flat?
The Power of Personalization
According to statistics, 55% to 60% of all mobile users opt into push notifications – a testament to their value in today's mobile marketing landscape. However, sending irrelevant or generic messages can quickly turn users off. Instead, we need to focus on personalizing our push notifications to truly resonate with each user.
To achieve this level of personalization, you must capture and protect deep user insights, combining profile data (demographic information) with behavioral data (actions taken within your app). This ensures that every push notification is hyper-targeted to the individual user. Take Peloton's approach as an example: sending a message after a user finishes a class uses both profile and behavioral data to craft an engaging message tailored directly to the end user.
Triggering Engagement
Push notifications are designed to re-engage users, making them perfect for driving traffic back into your app. One effective strategy is triggering push notifications based on prior in-app events. By doing so, you can create a seamless experience that keeps users engaged and coming back for more.
For instance, Amazon's triggered push notification campaigns notify users when their package is delivered, linking them directly to a relevant in-app message. This not only provides valuable information but also creates a frictionless user experience.
The Power of In-App Integration
While push notifications occur outside the app, their success hinges on their integration with in-app messages and mobile tooltips. By linking users directly to a relevant in-app message, you can bridge the gap between external and internal communication channels, providing a seamless user experience that inspires both engagement and retention.
Amazon's example is a perfect illustration of this concept: once a user opens the notification, they're connected to a page with delivery information, complete with a mobile banner detailing the delivery. This integrated approach creates a cohesive user experience that sets users up for success.
The Secret to Success
So, what's the secret to a powerful push notification strategy? It starts with tailoring the message to each individual user. Throwing someone's name into a message isn't smart personalization – it's just lazy. Instead, use a combination of robust user data and marketing automation to build a compelling strategy that addresses user needs at the right moment in their journey.
The second part of having a solid push notification strategy is making notifications one piece of a seamless, self-serving application. Push notifications are effective on their own, but they work even better when paired with thoughtful in-app messaging and a deep understanding of the user journey. By doing so, you can create a winning strategy that engages, converts, and retains mobile users.
By incorporating personalization, triggering engagement, and integrating push notifications with in-app messages, you'll be well on your way to creating an app push notification strategy that drives real results – and keeps users coming back for more.