Tips for Successful Push Campaigns - Part 3
What better way to ring in the New Year than with our final two tips for delivering successful push campaigns - and by successful we mean the type that make a difference to your business rather than simply irritate your customers. Well, we can think of a couple of better ways, but if we restrict ourselves to remaining sober and keeping our clothes on - it's push campaigns all the way!
Tip 4: Deliver a Seamless Experience
Great push notifications are targeted, and deliver relevant, compelling offers that simply demand to be clicked… and then, your user is led to the home screen of your app and the trail goes cold. “What did that message say again? And how do I find it?” You have to try and make sure your user is NOT left asking those questions...
So if you want your push notification campaigns to generate real results, it’s essential to keep your users within a seamless experience, so that when they click on a push notification to use a specific offer, they are sent to a meaningful location that builds on the information they already have. There are two smart ways to make that happen:
- Embed within the push notification a command on click to go to a specific location in the app. For example, if you’re promoting a bonus on real-money buy-ins (get a 50% diamond bonus on all diamond purchases today!), take people directly to the purchase screen for that item.
- Deliver push respondents directly to an in-app message (or ‘rich message’ as they are sometimes called) that specifically follows up the push notification message with additional information and context.
Take either of those approaches and you'll find your users are significantly less likely to 'fall off' after click, meaning conversions (which is what actually matters, after all) start moving in the right direction.
5. Test Your Creative
Phrase an offer or promotion in the wrong way and you can guarantee a lackluster response. Get it right and you can drive engagement and retention to new levels. It's the same with every form of direct response advertising, and it always has been.
So how do you get it right? A/B testing is the smart way to identify, using real user data, which language works and which does not (again - that's why it's a popular method in direct marketing activity). But unlike the A/B testing of changes in user experience, push notifications requires an immediate decision — you won’t get the chance to go back and try again.
For that reason it makes sense to consider a ‘micro-test’ ahead of each campaign you run. After identifying your segment, serve competing variants to a subset (perhaps 10%) of that group, and use response data to establish which phrasing was most effective in terms of clicks and conversions.
You’re then ready to serve the winning variant to the rest of your segment, right there and then, meaning that every time you send a push notification, you’re finding out — with real user data — exactly which version of your message will work most effectively.
Don’t forget, for some more regular promotions and messages it’s perfectly possible to A/B test over a longer period of time and ‘lock in’ successful variants. It’s a smart idea to keep experimenting with new alternatives – because in the app world, nothing ever stays exactly the same.
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