My alarm clock, strictly set on my smartphone, usually goes off at 7 a.m. Most of the times, if I am naive enough to turn off the flight mode as soon as I wake up, I feel overwhelmed just by looking at my notification center. A friend living in a different timezone sending me vocals on WhatsApp at 2 a.m., the daily breaking news, that app reminding me I have to practice yoga, those YouTubers I like publishing a brand new video… You know how it goes.
When that happens, odds are I either get lost on the internet for hours or I turn off notifications for good. Sounds familiar?
You bet it does. Looking at the stats online, my behavior reflects the most common reactions to push notifications among the majority of users.
According to HelpLama with 2-5 weekly push notifications received, most users tend to disable push notifications. With more than 5 weekly push notifications, as much as 64% of the users would likely stop using the app altogether. A 13% would stop using the app even due to 1 single push notification per week – but always remind any reaction strictly depends on the notification’s content, timing, source and nonetheless on the target itself. We’ll go through this next.
To sum it all up, with over 3.7 hours a day spent on a mobile device, and a scary perspective of 9 years of our life in front of a smartphones, we all are certainly more and more sensitive to the increasing amount of inputs trying to bring us back on apps or websites. Can you blame us?
How users feel about push notifications
Though figures might seem a bit scary, they surely need to be taken with a grain of salt.
Those figures alone provide a great takeaway: push notifications are vital to enhance and ensure app usage – and even to improve our daily tasks. Promotions, re-engagement, announcements, are all activities they support perfectly.
Yet, with great powers, you know, come great responsibilities. So the real deal is how we, as marketers, can acknowledge the users’ mixed feelings and leverage on such a precious tool in our marketing campaigns at the same time.
3+1 golden rules to skyrocket conversions through push notifications
We all know very well, deep inside, we just need to follow some “simple” rules when approaching customers in such an intimate, private way.
Rule n. 1. Be Relevant
We can translate the “relevance” into a compound noun: hyper-personalization. A good 72% of users only engage with marketing messages that are customized to their specific interests. “Right product to the right people”, anyone?
Trivial as it may seem, we (by we, from now on, I’ll mean “marketers”) often leave aside this primal rule just to try and meet badly set KPIs or because our client insists we should.
Let your target guide you through your strategy. And to be more practical, ask yourself: “with this message, am I going to sound like that colleague who interrupts me 3 times a day just to inform me about his fantastic trip to Florida where his cat got fleas?”
Your notification is a promise. A promise of something interesting, of an enrichment to the receiver. Make it or break it.
That’s another face of relevance in many ways. Every traveler, on the road to the airport, love a good, timely reminder of their flight number, their gate or real-time alerts in case the plane is late.
Similarly, someone who ordered lunch from that famous food delivery app is certainly glad to get one or two notifications in a row to know the order it’s on its way.
Timing is what makes the difference between extremely useful and totally annoying. Send out your push notifications when you know the internal triggers – a.k.a. needs – of your users are in tune with the message – a.k.a. external trigger. If that’s not the case, you’d better go for “less is more” and prepare for the next good moment.
Rule n. 3. Be intriguing and actionable
You can be one and the other, or just actionable sometimes. It really depends on your goals and on the nature of your service and product. What matters is you stick to your promise.
Be clear about what your users should do, and make sure they know how to complete the action as soon as they open your app. Vague messages sound irrelevant and annoying, which brings us back to rule n. 1.
The “clarity” can from time to time make room for something that triggers curiosity, if that’s part of your tone of voice. Play with words, be creative, use emojis – did you know they are believed to improve open rates by 85%? – and, above all, do not send the same message over and over again.
Time, interests, location, number of messages, a nice content and more tips to remember. It seems a lot to hold together. Luckily, we have a plethora of softwares out there to help you to be part of the game.
PushCamp is a modular and scalable solution to create Standard and Rich Push Notification campaigns.
Thanks to PushCamp, you can create the content of your campaign for both Android and iOS in minutes, integrate the SDK in your existing app and segment your target audience by importing your contact list or by creating it from scratch through custom parameters – so to offer your clients the level of personalization they expect and appreciate.
Detailed reports will help you analyzing your performance and get better results; everything from a single interface.
That notification you just received from your mobile provider? Yes, we sent it. Contact us to find out more about PushCamp.