Push notifications can make a huge difference to ecommerce brands and their marketing. If they are ‘done right’, a brand can enjoy all kinds of benefits. We will take a look at those benefits in the first part of this post. Then, we will take a deep dive into how to use push notifications effectively.
- It’s quick. A customer can get involved and engaged quickly. When subscribing to your push messaging, it only takes one click to get in the game. There are no links to follow or forms to fill out, making push a perfect fit for the fast-paced mobile generation
- It’s effective (when it comes to retargeting). Retargeting is one of the most important aspects of ecommerce on mobile and smart devices. With 98% of customers leaving your app without purchasing, you need a reliable way to bring them back. Push notifications allow for quick retargeting and, most importantly, personalised retargeting.
- It’s top-of-mind stuff. With push notifications constantly being sent to customers with the latest news and personalised content, your customers are always going to be reminded of who you are and how you can help them.
- It converts. See the table above.
How to do it right
We mentioned earlier that doing it right is super important. As you can imagine, with the speed and presence that push can have in a customer’s life, it can prove to be more of an annoyance than a welcome communication. You have to pitch it just right and make full use of automation to really see the benefits.
Segment and act accordingly
You’ll be aware of the value of segmentation. Once you have all of your customers in their segments, you then need to treat that valuable information with respect and care.
In other words, mess this part up and you’re looking at a failed campaign.
With segmentation, you will know what kind of things will prove valuable to a customer, and what will fall on deaf ears. With the knowledge your segmentation has provided, ensure that the push messages you send are valuable and highly relevant. A personalised message, with huge value and relevance, is almost guaranteed to perform well.
Get the frequency right
Remember when email messages used to be all the rage? When you could blast out emails every day as part of your campaign? We’re guessing that didn’t end too well. The same applies to push notifications.
If you spam your customers with messages too much they will quickly opt out. Obviously, if you’re using our segmentation advice above you’ll know that relevancy and timing is important. However, it is still a good rule of thumb to avoid sending more than one message a week (unless there is a sale on or something urgent like that).
Keep it relaxed and easy. If you feel that you are sending too many messages, then you probably are. If in doubt, A/B test so you can see what works.
Practice being succinct
Keep your word count as short as possible. There are a number of reasons for this but from a branding point of view, your customers will not enjoy a message that seems to waste their time.
On an iOS device, text gets cut off at around 170 characters. Android phones enjoy more characters, but that’s not the point. Put yourself in the shoes of your customer. If they’re standing in line waiting for their coffee, the last thing they want is a wall of text that serves only to annoy. Focus on keeping messages short and you’ll come across as fun and professional.
Use automation to avoid 3 am pushes
In 2020, over 40 million people in six countries across Southeast Asia – Indonesia, Singapore, Malaysia, the Philippines, Thailand, and Vietnam, came online for the first time. This pushed the total number of internet users in these countries to 400 million (that’s about 70% of the population).
Basically, the ecommerce landscape just keeps getting bigger.
With a solid automation platform behind you, you should be able to take care of one of the biggest problems in the world of push notifications.
With ecommerce able to tap into international markets, your customers are in different time zones. This is a big problem if you are sending out your notifications at the same time, for everyone. If you’ve ever been woken up by a push notification at 3am you will know exactly what we mean.
Thankfully, automation can take care of this. When segmentation has been enabled (again, through a good automation platform) you can easily ensure that your customers do not receive a (literal) rude awakening.
Tell a story (or two)
You don’t literally have to tell a story, but you should be able to craft some kind of compelling narrative as your campaign develops. In the build up to a sale event, for example, if you’re able to focus on tantalising details and teasers, this will build anticipation.
Some ecommerce brands are doing very nicely in this regard. By crafting messages that tell a story or at least follow a clear timeline, they are creating excitement and building up anticipation. Do it well enough and you can bring excitement to a fever pitch.
Just don’t be pushy
Excuse the pun.
When putting together your push notification campaigns, perhaps the two biggest pieces of advice we can give you involve frequency and personalisation.
First, don’t be pushy. Make sure you A/B test, focus on knowing your customers, and give them messages that don’t arrive so often that it feels like spam.
Secondly, personalise everything. Whether it’s on mobile or your smartwatch, when you receive a message on your personal device, and it’s personalised, it feels like a friend is getting in touch. Remember that, because that’s the feeling your brand is going for.
To find out more about how Kaddra can provide you with a full push notification marketing stack that helps you sell more, go here.