How to use push notifications to promote your app’s content, products, and services

Push notifications have a positive effect on brand awareness. With an open rate of 90%, they can be the ultimate user engagement tool!

What are push notifications?

Push notifications are pop-up messages sent from an app. The user does not have to be using the app to receive a push notification. On the contrary, users can see push notifications even when their phones are locked.

Using push notifications is crucial for retaining users, who download more mobile apps than ever. So, stand apart from other apps and take advantage of push notifications to (re)direct your users back to your app.

Where are they displayed?

Push notifications can be displayed in three locations on a mobile device and can alert users with either a sound or vibration. 

Businesses can use them to deliver timely and valuable messages, as well as to engage their customers within the app.

DID YOU KNOW: Blackberry initially introduced the notification of the receipt of an email as the first example of push services!

Use them as a part of your marketing strategy

With push notifications, you can deliver personalized content to your customers, which is an excellent tool for improving user experience while adding additional value to your app.

Also, you can use this communication channel for increasing customer retention, engagement, and conversions. Push notifications are perfect for encouraging purchases!

Customer conversion

A great way to drive conversions with push notifications is by segmenting your audience based on various criteria and then delivering the content that will make the most significant impact.

Push notifications can create a sense of urgency, which makes a positive impact on conversion rates. Try using them with e-commerce apps to send notifications to users who have added products to their carts, but haven’t checked out.

Engagement

Make your push notifications personalized and relevant! Use behavior-based messaging for effective customer engagement. When you deliver notifications based on users’ actions in the app, ensure your messages are timely, personalized, and highly relevant.

For example, a podcast app can send push notification for users who haven’t finished listening to a recent broadcast. 

Source: Mobile App Daily

Customer retention

A significant number of users download apps only to abandon them after their first visit. An effective way to turn inactive users into active users is by engaging them with push notifications.

An Urban Airship study shows that by sending high-value push notifications, it is possible to boost customer retention rates up to 3x-10x. Businesses can use push notifications to send personalized offers, reminders, news updates, and more.

Source: Digital Trends

How often should you send push notifications?

It’s difficult to determine the ideal frequency because it can vary from brand to brand and industry to industry. Also, remember to consider the tone, the timing, and to vary the type of content you include in your notifications.

So, how frequently is optimal? Let us sort it by industries: 

Don’t send excessive push notifications. Doing so will cause your users to disable push notifications or even uninstall the app.

The different type of push notifications

  1. Informative messages – use them to keep customers up to date with events, sales, and more
  1. Geolocation messages – use them for local events and promotions, weather forecasts, or nearby restaurants
  1. Catch-up messages – use them to motivate app users towards their goals, based on in-app activity and preferences
  1. Promotional messages – use this type of notification for offers, sales, and giveaways to encourage purchases
  1. Rating or survey messages – gather user preferences and improve user experience with this kind of message

Read how to set up push notifications in your app HERE!

Ivona Palko