The tight-knit relationship consumers share with their smartphone devices has changed the way people view and interact with the world.
It is said that 80% of smartphone users check their phones within 15 minutes of waking up and 79% of adult smartphone users have their phones with them for 22 hours a day (source IDC Research).
With this rise in mobile internet users, marketers have been forced to adopt different communication channels to get their messages heard.
A push notification is a message that pops up on a mobile device and app publishers can send them out as often as they like. The user must have either downloaded the App or signed up to Push Notifications in order to receive them. According to a study by Localytics, 52% of smartphone users have push enabled on their devices.
2. Send personalised content
Don’t just send generic content out to all. It will look and feel like spam. Break the message or promotion down bases on the below, making the content as relevant as possible. It can also be nice to use the person’s name within the sentence.
- gender
- location
- age
- interests
- browsing history
- purchase history
4. Send timely updates
Use push notifications to enhance the customer experience. If your customers are waiting for an update on something, tell them via a push notification. A good example is a Food Delivery Service sending a Push Notification to say “Your food is close by” once the driver is within a certain proximity to their location.
5. Use geofencing technology
Let’s say you have a number of stores located across London for example. If a user has your app downloaded to their device, they can get a notification about your shop once they are close by. A good example is If an app user walks by during lunchtime, send them a push notification with a lunch promotion. This technology isn’t the future, it is here now, with a number of different retailers already on-board.
Let’s have a quick look at companies who are using Push Notifications to their advantage.
1. Ticketmaster
By determining what types of events people like attending using Big Data, Ticketmaster can segment its push notifications and send offers that feel more personalized to its audience – resulting in higher conversion rates.
2. Netflix
With a vast sea of user data available to Netflix, the company can craft highly personalised push messages that draw on each customer’s viewing history. As they’ve found, sending a simple reminder about a series that someone has been watching is an excellent way to improve engagement.
3. H&M
H&M’s push notifications use past purchases to suggest additional items. For example, if a user purchased a new jacket from the retail chain, a notification may pop up encouraging them to grab a pair of boots which would go nicely with it.
4. The Bump
The bump found a way to touch base and keep users interested at the same time. Wouldn’t you want to know that your baby is at the size of a lemon?
