Push notifications are doing big things for the modern e-tailer. Since their introduction in 2009, they’ve consistently proved to be a highly valuable piece of the eCommerce marketing mix. With open rates as high as 40%, compared to email’s unimpressive open rates, averaging less than 10%, push notifications have made a name for themselves as the next big thing that could finally reach customers in a comprehensive, effective way. While email campaigns are still an important asset to many marketing strategies - push notifications are, and have been, edging out email for a while now. Simply put, email marketing just can’t keep up.
And while we’ve all heard the tales of push notifications’ impressive open rates – what do these numbers really mean, and how are they achievable?
Delving Into The Data:
Push notifications are hot on the market for a reason. Behind the numbers, there’s much more to push notifications than just a quick-form version of email – there’s a science to push campaigns that work. One part of this formula is simply staying on top of emerging technologies like Facebook Push Notifications. Using Facebook’s platform to create push campaigns, you can begin targeting app users in more meaningful ways. Provided open source and free of charge, Facebook offers both push and in-app messaging that will populate from your app, rather than through Facebook itself. Push notifications still appear as a text banner on mobile device lock screens, with ability to open directly to specific products or pages in your app. In-app messages appear inside the app, and have the option of being displayed using rich media (photos, emojis, gifs, and more). In addition to rich media options, connecting through Facebook’s platform gives you greater access to your user data. Armed with this data, retailers can target more effectively by improving the quality of segmentation and messaging.
A major component of Facebook’s new push messaging is the App Events feature, which allows you to view analytics, measure ad performance, and build audiences for ad targeting. With this advanced version of data tracking, segmentation of messages based on user activity in the app is now possible. Data such as how many people launch your app, visit your website, how often people make purchases, and custom events are now available. With measurement like this, understanding your customer and engaging with them becomes a streamlined process. Bottom line? Comprehensive communication like this translates into higher conversions.
Transforming Data Into Thoughtful Campaigns:
Below are 4 campaign executions that can be used individually, or as a multi-pronged strategy, to provide your customers actionable, enticing messages right on their lock screen.
Promos, promos, promos! It’s music to a consumer’s ear. Customers are constantly looking for the best deals around, so why not guide them in this often-times overwhelming search? By sending promotions direct to the consumer’s device, you’re streamlining the process and making them an offer they can’t refuse. Due to significantly higher open rates, push notifications are the smarter choice for your promotional efforts if you want to increase conversions, rather than getting lost in a huge pile of ‘unread’, or even worse - the ‘spam’ folder.
- Time Sensitive
For retailers, time sensitive campaigns are huge. Customers will be especially receptive to push messages that inform them of a promotion that’s ending soon for several reasons. Firstly, customers are naturally responsive to discount notifications because they work in their favor. It’s hard for a customer to feel obligated to unsubscribe from push or delete an app because they were being offered something at a discounted rate. Secondly, these time sensitive messages create a sense of urgency. Instead of receiving an email, opening it, considering it, then finally forgetting about it, a customer can receive a push message, open it directly to the cart, and make the purchase in a matter of a few seconds.
Sometimes customers go MIA from your app for a while, and need a friendly reminder you’re still here. The key to re-engagement push is being thoughtful, rather than intrusive. If a customer goes three days without using your app, there’s no need to bombard them with a “We haven’t seen you in awhile!” message. However, customers who have gone astray for several weeks might appreciate a friendly push (pun intended) in the right direction. Afterall, they downloaded your app for a reason. A thoughtful marketing strategy could involve mixing a re-engagement push with a promo. “Hey Sam, we haven’t seen you in a while. Here’s 5% off your next purchase, good til Friday!” This gets the message across without being too pushy. Thoughtful re-engagement campaigns also show that you’re not mass-blasting your customer with messages. Send messages only when relevant – and take the hint if they’re not being well received. If a customer didn’t respond to the first 15 push notifications, it’s a sign to let up. Sometimes, less really is more.
Reminder campaigns are friendly ways of keeping customers on top of details regarding your app. It could be a simple reminder that their promo code is ending in 2 days, or their gift card has a remaining $30 balance. Facebook’s In-app messaging feature is especially useful for this type of direct communication. Reminders can also be used to broadcast perks of your app the consumer may have forgotten, which frequently happens. Suggest a customer share a code with a friend to receive 10% off, or offer rewards for “liking” & sharing on social media. Reminder campaigns also work great for brick-and-mortar locations by boosting foot traffic through in-store only promotions. “Hurry quick! In-store only sale ending tomorrow. Stop by any location for 20% all purchases when you present this message”.
Whether you’re spreading the word about a promotion, reminding a customer to come back to your app, or inviting them to visit you in-store, Facebook’s powerful platform can help you target customers meaningfully and appropriately.
Want to learn how to leverage the power of Facebook for your app? Contact one of our mCommerce experts now.