mCommerce Insights

3 Not So Basic Ways to Re-engage App Users with Push Messages

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So you’ve launched your app – and there’s nothing quite like the excitement of a slew of new users and the potential of an entirely new sales channel. Your app marketing strategy surely includes a comprehensive plan for acquiring app users – after all – it’s only as valuable as the number of homescreens it lives on. But once you’ve secured your place on those devices, you’ll need to keep your users engaged and invested enough to keep your app. Push notifications are one of the most effective tools for this. There are endless possibilities for using push messages to re-engage users, but below, we’ve got a few ideas for ways you can make your push messages stand out to every user who opts in.

  1. Get expressive with emojis.  

    Scroll through your text messages, and you’ll almost certainly see a massive array of tiny pictograms that help you better express what emotion 😅, activity 🏄, food 🌮, person 🎅, or abstract thought💥 you’ve got in mind. Emojis (or, arguably “emoji” 🙄), are a major part of how we communicate in 2017, and they should certainly play a part in your push strategy. According to LeanPlum, emojis in push notifications increase open rates by 85%, and increase retention by 28%. Seriously – the little pictures your mom just discovered last fall can have a serious effect on your push strategy. No kidding.

    Emojis are so powerful because they effectively and quickly convey emotion, all while giving your brand voice a relatable, friendly tone. If it seems like your push message is more like a text message from a friend than a sales pitch, you’ll naturally see an increase in every message’s effectiveness.

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  2. Just Say Hi!

    It doesn’t always have to be about the sale. Re-engaging an app user can be as simply as truly just engaging with them. Put your name and app back on the top of their mind with funny, light-hearted messages that convey your brand voice, without any obligation to look at a product or promotion. Of course, by bringing in app traffic, you’ll naturally see an uptick in conversions. It’s a win/win. Popular men’s shorts retailer Chubbies saw a 16% increase in engagement after introducing a new mobile messaging strategy centered around push notifications, using its signature cheeky, sarcastic tone to draw back in app users. Bolstering the authentic relationships it has with its loyal customer base, Chubbies has made its app more valuable than others that might crowd their users’ homescreens.

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  3. Don’t let ‘em jump ship - make abandoned cart notifications irresistible

    Shopping cart abandonment is probably the most groan-worthy challenge retailers face. With cart abandonment estimates ranging from 78% to over 95%, there’s no denying it’s a huge problem. Abandoned cart push notifications are powerful in fighting abandonment, as they provide a direct, simple message sent automatically to a user who’s left their cart. But just sending a generic message may not be enough. While you don’t need to personalize every message you send, peppering in some of your brand’s personality will help. Think about this: if Jet.com sent this same push notification but changed its copy to: “Don’t forget about your shopping cart!” it would lose a lot of impact. Making reference to Jet.com’s specific products, and using a conversational tone that presents a tangible case for consideration, the notification is more effective than a generic message.

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Three push message ideas, three different engagement styles. What do they have in common? Each will reach your app users in a far more effective, timely and proactive way than any other sales channel you have. Engage your users in a pleasant, relatable way, and they're sure to return the favor. 

Amanda Laviana

Written by Amanda Laviana

Marketing Communications Manager | Amanda is an experienced content marketer, with a background in advertising copywriting. She manages content across an array of platforms for Shopgate, including blogs, whitepapers, webinars, social media and video.

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