Article

Cait Power
Cait Power 24 February 2017
Categories Mobile

Personalising Push Notifications: A Head Start To Your Mobile Marketing

Push notifications are a key part of any mobile marketing strategy. With push notifications companies can re-engage with customers outside of an app, assist with conversions and loyalty campaigns and deliver long time results.

Mobile search has seen a 30% increase year-on-year and now accounts for 50% of the world’s web traffic. App marketers look push notifications to improve engagement and streamline mobile experiences.

Push notifications are a key part of any mobile marketing strategy. With push notifications companies can re-engage with customers outside of an app, assist with conversions and loyalty campaigns and deliver long time results.

Most marketers are familiar with push notifications and mobile marketing channels.  A push notification is a message sent to a device when an app is installed. Here, we’ll look at measures to ensure your push notifications are a useful addition to your digital marketing initiatives.

It is essential that you get to know your mobile users. Customer data is essential. individualisation is key to the success of push notifications. These broad rules of push notifications will help you to always deliver something of value to your customers.

People Sleep!

Push notifications are instant, when you press send, it sends! Three in the morning is often when people are asleep, not waiting on a push about a sale about to start. Even if your customers loves your company, they probably won't enjoy a push-as-alarm clock experience. Tailor push notifications to mobile user behaviours. This opens up avenues for targeting willing night owls or early birds with personalised messaging.

Deep Linking

Shorten the distance between message and action for your app user with deep linking. A deep link is a mechanism that brings a user to a specific page in your app. For example, a breaking news alert can deliver users straight to the story page. In the same way, a sale alert becomes far more beneficial when your user can get to the sale page with ease. If a customer gets to where they want to go in the first instance, they'll be happier to click-through on the second, third or fourth push. A deep link drives better click-through-rates by sending customers to where they want to be.

Expiry Times

Don’t forget to assign an end time for a push campaign. For a push notification, You might decide to send a time-sensitive sale offer. You may have a sports app, where push notifications need to coincide definitively with kick-off time. In a nutshell, if there is a time-sensitive offer, give it an end time and date and don't confuse your customer.

Frequency Limits

Everyone has a limit on mobile. Some customers might enjoy receiving 10 messages per day, some prefer one per week. Testing but not forcing frequency is a great way to keep on top of campaign management. Customers are less likely to opt-out of push notifications if they are not bombarded. When a user opts-in for push, be aware of the volume too. Don't flood their device with messages on day one. Push and in-app campaigns aren’t there to spam your users, they are there to inform and stimulate.

Local Habits

Some app users like to check sports news on their Monday morning commute. Some app shoppers like to browse over the weekend and some are news junkies who'll react to anything. Mobile analysis of these cohorts helps you define the best possible recipient for your push notifications.

Language & Country Concerns

A separate but very important aspect of localising push is language. Your customers could have their devices in different languages than you intended. Your cohort groups may be across many countries. Localising content based on language, culture, and locale is vital.

Leverage Location

Successful mobile marketing relies on understanding your user. Basing your strategy on the behaviours, habits, and data ensures strong engagement. Utilising location data can bring delight to users. The travel industry is particularly good at using location data. For example, offering a seat upgrade as soon as your customer arrives at the airport.

Content Is King

A limited character count means your content is more scrutinised than it has ever been. A clear call-to-action, strong action verbs and tailoring content to the target demographic will boost your engagement and CTR.

AB Testing

Anyone sending push, in-app or any mobile marketing messages should build consistent testing into their schedule. Test what works with a small number of users and roll it out. Then test again. Data is your greatest ally when it comes to successful mobile marketing.

As you build a clearer picture of your customers, based on their habits, behaviours and preferences, you can start to tailor push notifications even more.

About Us
Element Wave makes game-changing mobile marketing automation to increase real-time app engagements. Learn more on our website or request a demo.

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