If you haven’t been sending out push notifications from your business’s app, you’re missing out on one of the most effective ways to get users actually using your app.
A push notification is a message that a user gets on the home screen of their mobile device. Push notifications emanate from apps, and can be turned on or off at a user’s request. They sound simple and boring, but get this: it has been reported that push notifications can lead to:
• A 540% increase in daily app opens,
• A 30% increase in social sharing, and
• A 20% percent increase in mobile orders.
In addition, the response rate is three times faster than email! Thus, if your app is going completely ignored on user’s devices, push notifications can totally revive it and help you make the most of your app investment.
“But wait,” you say, “Aren’t ‘pop-ups’ annoying to users?”
Firstly, these aren’t shady pop-ups (the classic annoying pop-up occurs when you click one thing and then are treated to a window containing something completely different). Instead, these are text-only messages that arise only if a user already has your app. Secondly, as the stats above show, they’re quite effective, but you have to deploy them in the right way.
How do you do that? Glad you asked. Here are the keys to doing push right:
1. Give the user control
This is more important than anything else.
Your app must give the user the power to opt out of your notifications. Users that don’t want notifications will delete your app the second they get one – they’ll feel harassed by extra messages. So, you want to ask them right up front if they want notifications. And if they don’t, you want them to opt out and be left alone. If they use your app, great! If not, no amount of extra messages would improve the situation, we promise.
The remaining users that opt in to push notifications are now your core app audience. But they, too, have their limits. For them, you have to…
2. Make it relevant, then divide and conquer
Not every user is the same. Give each user a few options for the types of notifications they want to receive. Some want to hear about events, others about discounts, and others just want general news. If you can, let each user select the notifications that are most relevant to their interests. That way, you know that when you send out notifications, you’re sending out information that people actually want.
3. Be timely
If you’re using a sophisticated push system (like ours), you can schedule notifications to go out when they’d be most effective.
For example, you might handle social media planning each Monday, then dive into operations. But a Monday morning push isn’t right for every type of offer. If you’re a bar, for example, you want your “Fireball Friday” event push to go out sometime on Friday, probably. If, on the other hand, you’re a hiking expedition company, you might want to send a series of push messages over a period of weeks to members that have signed up for a big trip to remind them of various things.
The point is, if you schedule your push for the right time, and you’ll max out effectiveness and relevance to users.