Push Notifications
as a New
Marketing
Tool

Push notification

Position based notification

  • GPS
  • iBeacon

Do you know them? These are the brief alerts on your smartphone display, sent e.g. from applications or from our digital cards. They save your precious time and keep you informed. Now imagine that you can also use them for your promotion.
Do you feel the enormous potential?

Reach Customers with Push Notifications

Push notifications mean notifications sent to the application users on their mobile device. They appear on the smartphone desktop as a short text messages completed with the sender's icon.

What messages do they carry? In the case of a business application (for e-shop) they can announce the start goods on sale, adding new goods, or opening another branch. And their main goal? To pass the information, catch attention and attract the customer to another visit.

Use of Push Notifications in E-shops

There are many ways to communicate with your customers. If you sell goods in addition to a classic e-shop also in a mobile app, there is another interesting tool: push notifications.

Where are their strengths:

  • They encourage inactive users.
  • They increase the interaction of active users.
  • They increase profit and turn-over from mobile devices.
  • They strengthen brand awareness and trader's credibility.
And all of that with just a little effort. Making a push notification with a message and sending it to tens of thousands of customers usually takes just a few minutes in your app and it does not cost you anything. But that's where the catch is.

Hard Come, Easy Go

Push notifications are delivered directly to the desktop of users' smartphones. They tend to perceive them as a much more personal message. They easily excite them, but on the other hand they also easily disturb them. If they find them annoying or inappropriate, they will simply delete the app rather than changing the notification settings. The trader may lose a hard-to-get customer.

How to prevent it? Send such notifications that are useful, making it easier for customers to make purchasing decisions. What to stick with when creating them? Common sense. And also even our 5:

1. How Often to Send Push Notifications

This is a real blockbuster that all users of your app must immediately know! Really? Try to see it with your customers' eyes. Ask yourself if this type of message is right for the notification. (Isn't it more suitable for Facebook or newsletter?)
Consider each push notification in this way before sending it:

  • First make sure your message provides relevant information, useful from the customer's point of view.
  • Find out when you sent the last notification. Was it a few hours ago? 2 weeks ago?
Zajímá vás, jak často posílat notifikace? To vždy záleží na typu mobilní aplikace a preferencích konkrétní cílové skupiny. Obecně mají oznámení ze sociálních sítí vyšší frekvenci, z obchodních aplikací nižší. Také platí, že příliš časté push notifikace uživatelé vnímají jako agresivní, naopak ty sporadické jako nekonzistentní.

2. Right Timing? Tuesday to Friday, in the afternoon

Are you interested in knowing how often to send notifications? It always depends on the type of mobile application and the preferences of a particular target group. In general, social network notifications have a higher frequency and business apps have lower frequency. Also, too frequent push notifications are perceived by users as aggressive, and, on the contrary, the sporadic ones are perceived as inconsistent.

3. Optimum Length of Notification: Approximately 10 Words

The number of words displayed on the display varies depending on the type of the mobile device. Android will show 60-90 characters as standard, and iOS up to 120 characters. The recommended length of the notification is generally between 60 and 120 characters. There are, of course, exceptions. Some older Android devices with a smaller display even show up to 35 characters only.

Therefore, when writing notifications, remember that shorter messages are more effective. Experts say about 10 words is the optimal limit.

Hire a Copywriter? You Can Do It!

Media, Internet, Mobile: From all of these places, thousands of words flood your customers every day. How to attract attention in such information noise? With a high-quality and beneficial message.

Here are some practical tips on how to write it:

  • Don’t beet around the bush. Be specific. Mainly apt and short messages have a chance to attract attention. With a clearly defined reward for the customer if he opens the notification.
  • Invoke emotions. The desirable ones. An effective strategy is to create the impression of a unique and time-limited offer using phrases such as "only now", "last days", "the first 100 orders". Another well-working notification is a discount announcement at the beginning of the message: "50% discount on bedding."
  • Rhetorical questions do not belong to the notifications. Do not ask using the style such as "Are you looking for ..?, Do you want ...?". Make a statement instead. Statements bear more information and they are clearer than questions..
  • A trick has short legs. Manipulation does not pay off. Some notifications try to create curiosity with a question whose response is then hidden inside the application. The user clicks on the 40% sale in the e-shop with children's goods and finds out that it only applies to babies’ size 48. Simply - this is no way to go
  • Verbs deliver dynamics to notification. Action verbs like "visit", "use", "buy" will increase the impact of your message. Don't be afraid to use them.
  • Details matter.
  • Don’t shout at the customers. Three exclamation marks. A characteristic feature of all tabloid press. Everybody knows them, no one likes them. So, we recommend not using them. One is enough. Some news like "The new Mango collection: simple cuts, smoky colours. " do not even need to be highlighted with an exclamation mark.
  • Tap. Home page. And what next? The user is impatient and wants to get the information right away. If he/she clicks on the notification and is taken to the general homepage, he /she probably will not be too happy. Do you expect him / her to find something on his / her own? Only if he / she is just bored...

Don't Take a Wild Guess, Evaluate

Each campaign also includes an evaluation of success. It is the same with push notifications. Which indicators to monitor in this case?

  • Number of devices where the notification was sent
  • Notification response rate (open / discarded)
  • Notification conversion Rate
This basic information will give you valuable feedback. Plus, if you combine it with A / B testing, you'll find out what works in your customers.