About 90% of time spent on mobile is spent in apps. However, the giants of apps, like Facebook, practically hegemonize this time, leaving not much eyeball time for your app. It is therefore critical to be able to communicate with your users outside of your app in a way that will capture their attention in an personal, relevant, and timely way. The days of sending a generic broadcast push notification are over, and just won’t cut it with your customers any more.
Relevant, contextual and personalized push notifications are, by and large, the only push notifications your app should be sending to customers. It’s the standard of experience they now expect, which has been raised higher with the reimagining of push notifications by Rich Push.
It’s mobile-first marketing that anticipates and solves each customer’s needs.
The first step is to instrument your app with a mobile marketing platform that will enable tracking, segmentation, creation and automation of campaigns in real-time.
It’s hugely important to integrate this platform with your existing infrastructure in order to deliver a seamless multichannel experience.
Once this is in place, you can go about creating engaging and relevant push notifications.
Let’s take a look at one particular example, from one of the world’s largest airlines, and dissect the complexities that lie behind 20 simple words.
The simple act of using a first name in a push notification enables you to speak more personally with each customer. And without wanting to sound like a dating advice column, try and be natural in your tone of delivery.
And always localize. Kate speaks English, so speak to her in English. But Claudia is Italian, so deliver in Italian.
The message shows that the airline knows who Kate is and that she usually purchases a window seat. This is based on her previous behavior, including: purchase frequency, and purchase recency as well as payloads like ‘window seat’ and ‘seat 2A’ (her most common choice).
Timing is everything. Get it wrong and you’ll make a fool of your business. For example, imagine if Kate got this message after she’d landed in Dublin…
Get it right though, using a mobile marketing platform like Swrve, and your message is perfectly positioned to be relevant and useful, which will massively boost conversion. In this case it is 7 days until Kate’s flight, and she has not yet purchased her usual seat.
Applying context to a push notification, by utilising user properties, is another way of gently demonstrating to your customer that you know who they are, understand their needs, and are providing value to them by anticipating their needs.
In this case, the user property ‘destination: Dublin’, adds further personalization and legitimacy to the push notification.
Rich Push has revolutionized push notifications by enabling you to add images, gifs, video and audio by simply adding a URL.
Visually far superior to regular push, but with the same great feature set, it is a huge push forward in communicating with users outside of the app.
Rich Push also comes with the ability to add fully customizable Dynamic Buttons. These eliminate friction by enabling users to complete simple interactions from their lock screen, without having to open the app.
For example this could be a basic customer satisfaction survey. You can also deeplink straight to a purchase page, impacting conversions massively.