In today’s competitive digital landscape, getting consumers to engage with marketing messages is difficult. Push notifications are a powerful marketing tool that can increase user traffic, engagement, conversion, and retention.
However, properly implemented push notifications can only benefit your company. Here are common marketing missteps and how to avoid them.
- Sending Non-Personalized Generic Messages
- Failure to Implement User Segmentation
- Using Push Notifications Without Scheduling and Automating
- Selecting the Incorrect Landing Pages
- Failure to Develop a Concise Call-to-Action
- Failure to Monitor Vital Metrics
Sending Non-Personalized Generic Messages
Sending generic push notifications will result in low click-through rates and engagement. Today’s consumers expect relevant marketing messages. It shows you care about them. It also saves time by attracting users’ attention with actionable updates, information, or offers.
Make recommendations based on a user’s past behavior (purchases or browsing), stage of purchase, preferences, and personal data. Using placeholder tags is a good idea. These tags allow you to replace placeholders with users’ first names and other data. Message tags allow you to extract data from your database and include it in messages.
Failure to Implement User Segmentation
Any marketing activity, including push notification campaigns, requires appropriate audience segmentation. Inability to assess, group, and segment your target audience prevents you from crafting tailored messages for different stages of the sales funnel. Unsegmented audiences lead to frequent subscriber opt-outs, especially for mobile push notifications.
It is vital that you understand your target audiences. Analyze and segment your audience based on their on-site behavior (behavioral segmentation). These actions could include reading a blog, checking out a particular product, watching a video, or subscribing to a newsletter. Other segmentation techniques include geographic, demographic, and social segmentation.
This allows you to track custom data points beyond automatic tracking. Use custom tracking, metadata filters, aliases, and tags to target audiences with relevant push notifications. Analyze brand activity and align it with your push strategies.
Using Push Notifications Without Scheduling and Automating
Scheduling and automating push notifications is a marketing campaign no-no. Timing is crucial in push notifications and any marketing communication channel. Timing is everything when it comes to push notifications.
Assemble your subscriber/consumer profile. Use analytics to learn your users’ time zones, daily routines, and peak activity times. Use this data to target your audience. This allows you to plan, schedule, and create automated push notifications using marketing automation software.
Selecting the Incorrect Landing Pages
A push notification campaign’s location is critical. Your audience must see what you want them to see on your landing page. Assume you want to inform your customers about a great deal on a particular product. It’s time to prepare the push message and launch. Customers who click on your CTA are taken to your homepage.
The above scenario clearly represents a poor user experience as they can’t find your amazing offer. So you lose traffic, sales, and even subscribers. Link your push messages to the appropriate landing pages. Your landing pages must contain relevant information to increase user retention.
Failure to Develop a Concise Call-to-Action
The average user’s attention span for notifications on their computers or mobile devices is only a few seconds. If your push notification lacks a clear CTA, it is likely to be ignored. You have a limited amount of text in notification messages, so make the most of it. A clear CTA encourages your audience to take a specific action.
Avoid jargon and filler words in your push messages. Create a sense of urgency. Avoid vague messages that your audience won’t understand. With limited text, it’s best to include images that clearly indicate a CTA. Visuals captivate users and increase response rates.
Failure to Monitor Vital Metrics
Lessons learned are a big part of web and mobile push notification campaign success. Not tracking and optimizing key metrics is a disservice to your campaign. It’s critical to closely monitor KPIs to identify campaign flaws and inform future campaigns.
Define the parameters that will be used to evaluate the campaign’s success. View rate, CTR, opt-in rate, retention rate, unsubscription rate, conversion rate, and website performance are some of the top campaign ROI metrics.
Develop data-driven push notification strategies based on visits, clicks, interactions, and overall user engagement. Make sure to A/B test wording, personalization, visuals, and timing.
Overall, web and mobile push notifications have become a powerful marketing tool. Push notifications, especially when automated, allow you to communicate directly with your audience throughout their purchasing journey.
Getting timely information, updates, offers, and deals to your customers via automated push messages is critical. In addition to saving time and effort, using marketing automation software to support your push notification strategy can increase conversions, foster continuous user engagement, gather valuable feedback, and retain clients.