The ability to message your most loyal customers, even when they aren’t actively engaged in your mobile app, is a powerful customer service and sales tool in any mobile engagement strategy. Roughly 68% of app downloaders will enable push notifications and these notifications can result in up to a 40% Click-Through-Rate (CTR).
Sending effective push notifications is the most influential factor in yielding a healthy CTR. Outside of the basics of push notification etiquette, there are several additional methods or best practices for driving engagement and revenue through your mobile app using push notifications.
Measure, measure, measure!
Once you’ve created your push notifications, monitor and measure their data and insights to create results-driven actions and optimizations in future campaigns.
Start by creating an inventory of key events in your engagement funnel. Next, measure how many notifications are sent versus how many actual engagements result to find a positive correlation between impressions and CTR.
If your impression numbers are low, you’ll need to broaden your audience to expand your reach. If your CTR is low, optimize the copy and Call-to-Action (CTA) to encourage clicks.
A/B Test Your Messaging and Timing.
A/B testing can have a huge impact on determining how and when users engage with their mobile device. Get the wording and delivery right by using A/B tests for your push notifications.
Use different notification copies and CTAs to track conversions beyond CTR and Open Rates.
For example, using A/B tests, you can determine if Copy A performs better than Copy B. Does Copy A have a higher open rate, but result in less actual sales than Copy B? As unlikely as it may seem from simply measuring CTR, Copy B would actually be the preferred choice for driving more revenue.
Match your brand voice.
Acceptance of push notifications is higher for brands that have earned their consumer’s trust. And brand consistency is a major component in doing so.
Your push notifications should always match your brand voice while remaining clear, concise, and compact. Even in your A/B tests, your brand tone should remain consistent.
Use promotional language.
Start by catching your user’s attention with a short, but engaging value proposition. When possible, make this content personalized by using user segments. Quickly and clearly identify the purpose of the push notification and present the benefit for the user to click.
Have a clear CTA that identifies exactly what you’re asking for while still providing value to the user. And always ensure that your content is relevant and links to a relevant landing page to prevent opt-out.
Convey a sense of urgency.
First, it is important to note that while creating a sense of urgency can be a very effective method for driving clicks, your content must first be timely and relevant. Even the most urgent message will go unnoticed if it offers no value to the user.
To convey a sense of urgency, use actionable language to inspire user action without being overly aggressive. Offer a compelling reason for your user to act. Make clear the next step in the conversion funnel. Direct, or link, to a relevant landing page where the user can complete the sale or conversion – not your homepage.
Finally, respect platform limitations.
For example, the character limit on Android is 60-90 characters compared to Apple’s no more than 120 limit. And on Android, “Slide to View” will cause the notification to disappear.
Keep your customers informed with timely and relevant push notifications. Measure and test optimizations, carefully construct copy and CTA and respect platform requirements to minimize notifications becoming disabled or app deletion. Use these methods to tap into this 24/7 line of contact with your customer base to nurture customer service and sales while building loyalty.