From subscriber to customer
Now that we know what messages we can send to push subscribers, it's worth writing a few words just about them - the recipients of our communications.
Push notifications are based on consent - this means that the user will not receive notifications unless he or she himself or herself signs up for a push subscription. This can be done with a single click on the form that displays on the site or in the app. No contact information is required.
This means that recipients of push notifications can enjoy anonymity. The messaging tool does not collect personal data (first name, last name, email addresses, etc.), it only records activity in the store itself and, based on this, matches the person to segments and automation scenarios.
The exception here is transactional notifications, which require linking subscriber data to information from the store's CRM systems. This provides insight into the progress of the transaction and expands communication.
Create push notifications that sell
Push notifications are an increasingly popular communication channel - this is especially evident on our smartphones, where apps are constantly inviting us to come back and take certain actions. How do we stand out from the competition and not be forgotten - and by doing so, make sure customers come back for more purchases?
- Base communication on personalization.
Use mass campaigns only on a limited basis, when you really want to show up to your entire subscriber base. At PushPushGo, we recommend sending four mass campaigns per month - the rest of your communications should be via targeted campaigns and automation scenarios.
- Develop a shipping calendar across all channels (omnichannel).
Don't limit your strategy to one channel - combine push mailings with social media campaigns and newsletters. Don't send all messages at the same time - this way it's easy to saturate recipients and make the different channels cannibalize each other's results.
- Make sure you share valuable content.
The good old rule of copywriting is that it is worth publishing only content that you (yourself) would like to read. Take care of the look of the notification - add a photo of the recommended product or a graphic with a catchy slogan (information about free delivery, easy returns or a strong price reduction will be ideal). Also make sure that the message links to the page you want to redirect the subscriber to. If she goes to the homepage after clicking on the picture of a cute dress, she is unlikely to waste time looking for that product herself.
- Bet on CTAs
Push notifications are short - you need to dress up your message in as few characters as possible. Address your subscribers in the first person - this draws the eye. Remember the buzzwords: "Promotion," "Sale" or "Special Offer" always catch the eye. Choose to build a sense of urgency ("Today only," "Limited time offer," "First come, first served"). You can also try humor, as long as the lighter tone fits your brand image.
Summary
Push notifications help increase retention to a website or app, build customer loyalty and increase sales by re-engaging returning users. This low-cost and proven tool can be easily tailored to meet specific requirements in different branches of business by adjusting the frequency of messages, personalization options and content accordingly.
Of course, developing the perfect strategy requires testing and checking available opportunities, as well as reacting to the results of ongoing campaigns on an ongoing basis. Examples of PushPushGo clients show, however, that after just the first month of operation, web push notifications have already contributed to revenue growth in the online store.
