9 Best Practices for Push Notifications
4 min read
Push notifications – they’re a great way to grab your user’s attention quickly and an essential part of the mobile app experience. But they can also be a challenge. You need to use them effectively, or you risk potentially losing your audience.
Anyone with a smartphone (that’s 80% of all internet users) is more than well-versed to receiving and consuming these little snippets of content known as push notifications every day. The mobile browsing market has been growing at a steady pace over the past decade. 72% of all minutes online are spent on mobile browsing and (rather sadly) over a quarter of us interact with our phones more than any other object… or human. So, cracking the code on push notifications is crucial to digital marketing in 2021.
Push notifications can also be intrusive or annoying. It’s happened to us all – you’re minding your own business when suddenly you get distracted by a notification flashing in your face to remind you that you haven’t logged your calorie count today. You had pizza for lunch. You don’t need that kind of negativity in your life. In fact, 60% of app users turn push notifications off straight away because of this, and 71% of all app uninstalls are triggered by a push notification.
Remember: The good thing about push notifications is they remind your users that your app is installed. A bad thing about push notifications is they remind your users that your app is installed.
Get that touchpoint wrong, and you’ve lost that user, perhaps for life.
But don’t let the stats put you off – push notifications can be great if they’re relevant and engaging. Companies like Netflix, Spotify, and Facebook are great examples of using personalised notifications and providing actual significant, valuable information to their users.
Push notifications aren't the issue, it’s the way they are being used by marketers.
“A great push notification is three things: timely, personal and actionable.”
Noah Weiss, Head of Search, Learning & Intelligence at Slack
How exactly do you keep users engaged with push notifications?
#1 Time it Right
Where are your users predominantly based? You should focus on the relevant time zones and when they're the most engaged. We'd suggest mornings between 7am-10am or evenings between 6pm-10pm. Avoid sending notifications any later than this unless it's absolutely urgent – there’s no point notifying a sleeping user.
#2 Who exactly is your user?
Push notifications should be user-focused. Random content sent out to everyone and anyone won't work. It needs to be relevant, helpful and interesting. Remember - these are people you're targeting, not robots.
#3 Personalisation is Key
Suprisingly, personalisation is sometimes forgotten about by marketers when it comes to push notifications. The best push notifications are those tailored to the user. Personalisation = better engagement. According to OneSignal, push notifications targeted to specific personalised segments have a 50% higher click-through rate than push notifications sent without the use of segmentation. The MemConnect platform’s push notification engine allows you to send highly-targeted notifications based on the information you have about them, e.g. their interests, app usage, and behaviour.
#4 Make it Visual
Adding rich media like images, short videos or icons to a push notification will make it stand out and can be really powerful in terms of storytelling. It's key you get your message across in those few characters.
#5 Keep it Concise
Use a maximum of 10 words per notification – short but sweet. Make it snappy but make it easy to understand.
#6 But Keep it Fun
A friendly voice goes a long way! Keep your notifications conversational and playful. You don't want to come across as spammy, which can often be the case. Find the line between getting an important message across but remaining personable. Try using Emojis to increase engagement!
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#7 Don’t spam
Try to send no more than 2 notifications a day. The number of notifications really depends on updates and the quality of the content you’re driving users to.
Instead of being overly aggressive, making people more likely to switch off, focus on delivering value and building a long-term brand reputation.
#8 Opt-in or out?
According to Accengage, only 43% of iOS users choose to opt in to push notifications. You need to show the value of your app via pushes so users' don't switch them off. Ask for opt-in permissions at the right time (not immediately after download), give them the chance to play around with the app and use a ‘soft-ask’ approach.
#9 Test, Test, Test
The only way to really find out how your users best interact with push notifications is by testing. With MemConnect’s analytics toolkit, you can review data on how your notifications are performing. Not everyone responds the same way, so collect as much data as you can in order to be more in-tune with your users’ needs.
Push notifications are a great way of re-engaging users outside of your app if you follow best practices.
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