If you are a business owner and are concerned about communicating with your customers or potential customers, push notification is the answer. If you don’t know what push notification is, don’t worry because this is what the article will be about. Everything will be laid out for you to understand clearly.
What Is Push Notification?
Let's first begin with understand what push notification is. Push notification is an advertising strategy where short messages will pop out on the user's screen of a device, trying to make them take an action. Those messages or notifications would come out if the user installed the app or is enabled to get them.
When they pop up, users don't have to immediately open it right away. Notification that does not pop up on installed apps but instead on websites has a bigger range of audience to reach without having them subscribe or install an application. This is to increase the driving traffic from one website to a particular one and is highly effective.
Push notification is great for businesses to use because they could set it at any time and customize it. For instance, if a user has not been on the application for quite a long time, they will be receiving notification of discounts relating to the past items that they have searched for before. But push notification can look very pushy or annoying if it's not done properly.
How Do They Work?
First, let’s know how they work before getting into using it.
When setting up for the app that the user has installed, it will require the user to opt-in for push notification and from there they must answer with a "Yes" or a "No". It will then pass the request over to APNS (Apple Push Notification Service) or GCMS (Google Cloud Messaging Service) and APNS/GCMS will send a device token back.
The soft development kit (SDK) that's already in your app will take the device token sending it to the back-end (a cloud system to store or manipulate data). Then, the backend will send both notification and the device token directly to APNS/GCMS. The APNS/GCMS will then send the push notification back to the device and the cycle goes on.
Reading how the process goes may seem confusing, so there’s an illustration down below to visualize out how they work.
How to Use Push Notification To Advertise?
Now that we have a basic understanding of what it is and how they work, let’s look on how to use it. Because it’s an effective and powerful marketing tool that brings benefits like delivering relevant contents or information at the right time, getting higher conversion rates, and good for targeting, try to use it in these five steps.
Having A Solid Subscriber’s Base
It is important to have a strong base before starting a push notification. If there isn't a strong base, how would you know people want to receive notification? Who would be receiving them? So, they need users to opt-in first. Make an offer to make users want to click ‘yes’ or ‘allow’ to be subscribed to you and get a notification.
A Good Content
Having good content contributes to the overall result of your advertising campaign. Three contents are usually used-utility, updates, and promotion. Utility contents could give notifications of a reminder to do your to-do list, updates give you of what is new to what you have subscribed. As good as it is to know there's a promotion, not many are that fond of getting a lot of promotion notifications.
The contents should also be interactive, so, if they want it, the user could act.
When wanting to use push notification, segmenting your audience is important. It should be segmented in the user's behavior, interests, and demographic information. This would help you know what, how, and where they want it.
This will help you get the outcoming result for the advertising campaign. Segmenting the users can also help you choose the location for your notification to pop up.
As effective push notifications are, don't just randomly send out notification all the time that's not even relevant to the user. For instance, if the app is an e-commerce app and it's Black Friday but the user abandoned their carts, sending a notification to remind them about it or tell them there's a discount on it should be fine.
Customizing Your Push Notification
There are plenty of templates that could be used for your push notification and different ways you could customize them. For it to work, you should know what kind of template would work best for the users. Slide up/down box? Right/left box? Or a full-screen pop-up?
Once that is decided, try to customize it where it doesn't sound or look pushy but more attractive that would pull in more users to interact with.