When browsing through websites, you must have come across push notifications. They are the clickable messages, which are sent to all subscribed browsers from a website. The website push notifications are pretty much similar to mobile push notifications as well.
If you want to take your digital marketing efforts to the next level, you can think about incorporating website push notifications. However, there are some important facts, which you need to consider before you get push notification functionality to your site. Here is a list of 7 such important facts that you will have to keep in your mind.
Push notifications can be used as a unique communication channel
When you are engaged with digital marketing, you often look for unique marketing channels. That’s where the push notifications will come into play. It is different from the other digital communication methods such as emails, SMS and social media. You will also be able to discover some significant differences in between the website push notifications and mobile push notifications. Website push notifications will be sent out to individuals who are on desktops. As a result, you will be able to reach a larger audience within a short period of time. The amount you will have to bear when running a marketing campaign with push notifications is considerably low. Imagine how much money you will need to burn in order to create a mobile app and send push notifications through it. You can reduce those expenses easily along with the assistance of web push notifications. Hence, the return on investment you get is considerably high.
Web push notifications are permission based
People hate to receive spam messages. But push notifications will not be spam messages because you request the users to allow permission in order to receive them. When a user arrives on your website, an opt-in box will ask the user to provide permission to receive push notifications. You will only be sending out the push notifications if the visitor selects “Allow” option. Otherwise, you will not be sending any notifications. Due to this reason, push notifications cannot be considered as spam messages and you will not be making your customers feel frustrated.
Customized messages can be sent based on user actions
The best thing about push notifications is that they can be customized as per the actions of the users. You will not be able to receive any benefits by sending out a vague push notification. It will just be another message for them and they will not be tempted to go ahead and take any action. However, customized push notifications are more tempting for the customers. They will get the need to go ahead and purchase the products or services offered by your website after seeing the notifications. You just need to think about writing clear messages for the user actions and you will be able to end up with effective results.
You can perfectly time the messages
The messages you send out through push notifications can be timed perfectly. People prefer to receive instant responses for the concerns that they have. If you can deliver such responses, you will be able to impress your guests and transform them into your customers. Most of the online businesses tend to do the classic mistake of ignoring the time zones of their subscribers. However, you will not be able to be there around the clock and respond to customer concerns throughout 24 hours of the day as well. That’s why it is important for you to time the messages perfectly. With push notifications, you will be able to get the job done and you don’t need to worry about anything.
Don’t send out push notifications too frequently
When you are sending out push notifications, you should be careful not to do it too frequently. Just like granting permissions to receive push notifications, users can revoke those permissions as well. Therefore, you need to make sure that you don’t tempt the subscribers to revoke their permissions. When the subscribers are receiving too many push notifications, they will be tempted to go ahead stop receiving these notifications. Hence, you need to be careful not to spam your subscribers with push notifications. You need to figure out the optimal frequency for sending out these notifications and adhere to it. In the meantime, you need to monitor the time on page, click rates and opt outs because they can provide some useful information on determining the optimal frequency.
One size fits all approach will not work
Marketing campaigns in today’s world should be personalized. Due to this reason, you need to make sure that you don’t follow a spray and pray approach when you are dealing with push notifications. You will have to segment the subscribers that you have and tailor the push notifications accordingly. For example, it is possible for you to segment all the subscribers based on the time zone and send them with push notifications at appropriate times of the day. On the other hand, you can take a look at behavioral segmentation of your subscribers as well. This will help you to launch more personalized digital marketing campaigns with the assistance of push notifications.
Click rate shouldn’t be the only matrix to track
Many business owners who run marketing campaigns with push notifications tend to do the expensive mistake of tracking only the click rate. You shouldn’t do this because it can create a negative impact on you in the long run. You will have to take a look at your marketing campaigns with a broader viewpoint. In other words, you must focus on the actions and the goals of your website. They include ad clicks, form fills, purchases and free trials. Then you will be able to use available information to optimize your digital marketing campaigns, which are organized through push notifications.