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The other half is to use the right channel to reach the potential audience you want to convince to buy.
Push notifications have been with us for years - they appeared with the first iPhones and mobile apps, and later began to work on personal computers as well. Notifications sent by apps are called mobile push. Notifications sent by websites are web push. Both varieties are displayed on the devices of people who have consented to them. And most importantly - both can support sales activities in online stores.
The basic principles of push communication (both web and mobile) do not differ from the rules governing other marketing channels, such as email. The tools that can be used in creating an appropriate strategy are also similar.
Mass campaigns This is the most well-known and basic method of using push notifications. Use them to instantly deliver information to the devices of all subscribed subscribers. Bulk campaign dispatches are quick and easy, and you can further enhance them with illustrations and emoticons. Also make sure you use catchy slogans that catch the eye.
Targeted (or personalized) campaigns work on a similar principle as mass campaigns, but you send notifications only to a certain slice of recipients, selected on the basis of the given criteria. This way, the subscriber will get information about goods from a department in which he or she is already interested, invitations to the nearest stationary store based on geolocation data, or special offers based on previous actions.
Automation scenarios allow you to further personalize your communications by targeting push notifications to a specific subscriber based on their actions in the store. The most well-known and popular automation scenario is the abandoned cart message. If a subscriber adds products, but doesn't purchase them during their session, after a certain amount of time they will receive a message inviting them to complete the transaction. Automations can also be used to inform about changes in price or availability of products viewed, provide discount coupons, and recommend products complementary to items already purchased.
Transactional communication is the next level of building a personalized relationship with the customer that goes beyond communication strictly marketing. This category includes all after-sales communication, such as information about the progress of order processing and delivery, invitations to leave a store rating, etc. Transactional notifications also help build buying habits. By accessing data in a customer's account, you can invite a subscriber to restock a favorite product, deliver birthday gifts or remind them of recurring orders.
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.
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?
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.
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.
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.
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.
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.
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Hover over the menu item to see more information.
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