5 Ways to Improve Push Notification Performance in 2018 (Part 1)
Studies have revealed that users who use the app more frequently tend to stick around longer. Also, customers who linger-around your app longer tend to buy more from you. Push notifications have recently emerged as a great channel to increase app users and drive revenue. In this post we look at some of the technological advancements in push notifications, and how they (notifications) are driving growth and revenue for brands.
We are well into 2018, and we bet your push notification strategy is screaming ‘Gung-ho,’ bustling with fresh ideas. Well, that’s great news! Push notifications have been working well in the past and feeding it with fresh energy, and ideas will only amplify the results this year. When done right, push notifications can grow active users on your app by up to 10% and drive up to 15% in revenue or conversions.
In this post, we examine some of the latest developments in push notifications, what some brands are doing and how you can make use of this newfound information to boost your push performance. Let’s get started.
Improve Push Notification Delivery
First up, the push notification delivery issue has been plaguing the mobile marketing industry for quite some time. The OEM restrictions, network issues, and other factors cut-off the device from GCM (Google Cloud Messaging) service – an essential cord that delivers push notifications, negatively impacting delivery.
Thankfully, MoEngage Push Amplification – a tool to solve push delivery issues is helping marketers find a way around this predicament. The proprietary cloud messaging service (Push Amplification), upon detecting the failure in notification delivery, acts as a fallback to the GCM and successfully delivers the notification to users. Several top brands like Bigbasket, Oyo Rooms are seeing up to 15% improvement in push notification delivery.
Here’s a sample breakdown of the improvements Bigbasket observed with MoEngage Push Amplification:
- 10% increase in push notification delivery rate.
- 16% increase in purchases on the app, directly attributed to push amplification.
- 3.5X increase in push notification delivery to select OEMs.
Use Artificial Intelligence
Artificial Intelligence has permeated itself well in the field of marketing automation. As pointed out in this Forbes article, the rise of AI in marketing is benefitting brands and customers alike showcasing a stable future. So, there is no reason why you should be giving AI a miss in 2018. AI is helping brands see better results from their push notification efforts by optimizing all aspects of a push campaign – from push notification creation, message content, and push delivery.
Focus On The User Flow
According to data published in this Kissmetrics article, businesses that had 40%repeat customers generated 50% more revenue. Moreover, long-term customers exhibited better loyalty, helping brands through lean economic periods. If you are looking to reduce customer acquisition cost overtime and increase revenue from existing customer base, focus on customer lifetime value will be your best bet. 'MoEngage Flows' is a convenient way for marketers to build, visualize & deploy omnichannel lifecycle campaigns.
Onboarding is one of the most crucial stages of an app/website to get entirely right for making a good relationship with its customer.
Creating a good onboarding flow encompassing multiple steps and several channels can be a tedious task. But with the help of MoEngage Flows, one can make User Onboarding Flows for their app/website in minutes and as simple as drawing on a whiteboard.
Find below an example of a typical onboarding flow created using MoEngage Flows. You can set the criteria that enter users into the flow and determine which path they take depending on the actions they perform.
Engage and Nurture Flow
As mentioned above, it is imperative for brands these days, to consistently build and sustain relationships with users via multiple channels across the customer lifecycle.
For example, users who once completed a purchase, but are dormant could be retargeted easily using MoEngage Flows. Similarly, you can also nurture active users into becoming power users.
Let’s take a look at an example below, where marketers lead inactive buyers into indulging in more purchases or purchasing higher-ticket items.
Use Dynamic Push Notifications
Sometimes, it is easier to let artificial intelligence and automation to take over. Dynamic content is a great way to deliver optimum personalized experiences to users where AI and automation detect the user behavior and send relevant, personalized notifications to users automatically.
Watch the video below to see how Dynamic Product Recommendations can help your brand drive engagement and revenue.
With this, we conclude the first part of the article on ways to improve the performance of your push notification campaigns. Stay tuned on the blog for the Part 2 of the article.
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The article originally appeared on the MoEngage blog.