Push notifications possess the tendency of being extremely useful when it comes to attracting and retaining customers.
But just like any other excellent marketing strategy, not knowing how to use push notification can prove to be counter-productive.
This convenient weapon of choice can be your savior if used right. From building real-time customer engagement to personalizing user experience, the right campaign can do it all for you.
However, when not used correctly, push notifications can quickly escalate into an annoyance for potential customers.
This doesn’t just pose a threat to your sales numbers, it may even prompt people from opting out of your push notification campaigns.
So if you are wondering why isn’t your push notification strategy working, make sure you are not making any of the following mistakes.
1. How many are too many?
Just because mobile push notifications are incredibly accessible to users, there is no harm in constantly reminding the user about the sale on your website, right?
There is a popular idiom, “excess of everything is bad.”, be is sugar or supposedly helpful-to-users push notifications.
Even though the users can tap to dismiss the notifications on their phones or web browsers, it still can create a nuisance for them and push them towards unsubscriptions.
This can inflict long-term harm on your brand name and discourage users from subscribing to them.
It is like killing the golden goose. For finding the sweet spot of your users, it is imperative to learn about the geographical location, age group, lifestyle, business model, etc.
For instance, if you are operating a fitness app, then sending a notification 3 to 4 times a week is optimum because your target audience signed up with you for constant encouragement.
However, if you are an eLearning or a SaaS company, then your notifications should not exceed 1 or 2 per week.
In such cases, you would also require to be more selective about your notifications because you get fewer chances to attract your audience.
2. You are ignoring time (zones)
A classic mistake made in the case of web push notifications – you forget to consider the difference in time zones of your users.
Consequently, it can become a subject of annoyance for a subscriber to receive a notification about “discounts on Top eLearning Authoring Tools” at 2 AM.
It is all about following the right browser push notification strategy.
In a standard-setting and at an acceptable time, receiving these types of eLearning web push notifications will be beneficial for your business. However, if sent at the wrong time it can potentially cost you a customer.
In your push notification system, make proper use of the scheduling option to fix the time.
At the same time, understanding user preference by analyzing their behavior on your website of application is also essential.
It helps you in selecting the posts and offers that are most likely to succeed in engaging your users.
Think about your potential (or existing) customers and what their day looks like. Figure out a time when they will have the luxury of time to interact with a notification on their devices.
For instance, a good time to send out a notification like, “best motivational quotes from business leaders to start your day” would be at 7 AM.
3. Does one size fit all?
If you are guilty of adopting the spray and pray approach with your push notifications, then this is for you.
Today, every business in the world is about making the experience of their customers as exceptional as possible.
And using customization and personalization as a measure, companies have thrived in the market.
Today’s customers are well aware of their importance for brands and companies, so when they do not receive relevant notifications, it is highly likely that they might walk away.
In the end, if your notification is not something the user might be interested in, then you might need to alter your strategy a little bit.
There are many technologies out in the market that can help you in winning your customers over with uber-personalized notifications.
In case of both, notifications and mobile application, you can ask the users to select their topics of interest to customize their feed.
Another way of sorting this out is to make subscriber buckets to categorize your users according to their on-page activities and then push mass notifications based on these categories.
It can even be that you might not be tracking the most useful metrics or not using all the channels effectively to send push notifications. Whatever is the case, it only leads to a significant gap in your marketing strategy.
So if you do not see results as you had predicted before implementing your push notification strategy, you know where to look.
We hope this helped you.