When we think of digital marketing, often channels like email, social media, search, and SMS marketing come to mind. Unfortunately, focusing on these channels, digital marketers often miss other effective digital marketing strategies. Push notifications happen to be one of them.
Being around since 2009, push notifications have been gaining momentum during the last couple of years, becoming a fresh way for digital marketers to tap into new audiences, increase retention rates, and improve engagement. However, building a push notification marketing strategy or even incorporating them into an existing one can be challenging.
With this in mind, in this article, we’ve taken a deep dive into the world of push notifications. We take a look at what push notification marketing is, why it is important, and how you can build your push notification marketing strategy. Let’s take a closer look at what we’ve found.
What is Push Notification Marketing Exactly?
To understand what push notification marketing is, let’s first take a look at what a push notification is.
If explained simply, a push notification is a clickable pop-up message your website visitors will receive, no matter the device. It is a quick and witty way to deliver news, offers, and reminders to customers even if they are not on your website at the moment. One thing to know, however, is that push notifications are permission-based: your visitors need to allow receiving push notifications before you can start communicating with them.
With this out of the way, let’s now move on to push notification marketing itself. As the name suggests, it’s a marketing strategy that focuses on using push notifications for the benefit of your brand. In its essence, it’s a retargeting strategy allowing you to reach people already interested in your brand with relevant messaging and offer them a personalized experience. From sharing promos to reminding about abandoned cards, push notifications allow you to instantly reach thousands of people without much hassle.
Depending on your audience, service and product type, and your end goal, you can implement different types of push notifications. If done correctly, each of these notifications can become an incredibly powerful tool to connect with your audience.
Why are Push Notifications Important for Your Marketing Strategy?
The purpose of push notifications is to help you create a loyal community of customers around your brand and, of course, encourage them to use your products or services. Now, let’s see why exactly push notification marketing is important and how it can benefit your brand.
Using push notifications can help you reach your readers anywhere and share updates about your products in real-time. Unlike other marketing channels, when people need to be active on a specific website to see your message, push notifications ensure that you can reach them irrespective of the website or channel that they are active in at the moment. This immediate distribution also helps to avoid crowded social media feeds and emails. Additionally, with push notifications, you connect only with the people who previously expressed interest in your brand (with 42% of users keeping push notifications active), so you won’t be shooting in the dark.
Higher Engagement Rates
Ultimately, your main goal with push notifications is to drive people back to your website, where they can continue engaging with your content and even make a purchase. Because these notifications are call-to-actions, they do a great job at driving traffic to the website and boosting engagement rates. In fact, it’s reported that push notifications increase CTR by 700%!
Increased Retention Rates and ROI
Push notifications go beyond driving traffic and improving engagement and can be a powerful tool to increase sales as well. This is in part because push notifications provide guaranteed impressions, triggered only when the user is active. When done correctly, through personalization and catchy messaging, push notifications can increase retention rates by up to 93% and boost ROI by 3500%!