For mobile marketers, the stakes have never been higher.
Apps are continuing to lose more and more users. So, how exactly do you hold
onto users who are abandoning your mobile app? One way that might be overlooked
is by using push notifications.
Push notifications are the bread and butter of many mobile
app marketing strategies, and they can be incredibly effective to engage and
retain app users if used correctly. So how to best use push notifications? Let’s
looks at several ways to do this:
- Volume - Bear in mind the sheer volume of push messages you’re sending. It’s very easy to go overboard with push and end up annoying (or bombarding) your users with irrelevant, unhelpful messages — or just too many.
- Targeting - You need to be especially careful of overstepping the line with behaviorally-targeted push notifications because personal data privacy is top of mind these days. Data tells us that sending one push message per week for behavior-based campaigns works most effectively.
- Preferences - We’ve learned it’s important to offer users more preferences up front, rather than plowing ahead with sending notifications based on location and behavior and assuming it’s OK. It’s better to ask them up front which kind of notifications they’d like to receive. By providing options for specific types of notifications, you’ll create a more receptive audience.
- Content - Consider including an option for notifications about content. Push is a great tool for showcasing new content, such as the preview for the long-anticipated season of “Game of Thrones,” offering that little black dress in your user’s size or updating people with timely information such as breaking news.
- Location - We’ve seen users point to location tracking as the most valuable trigger for push notifications. So, if you’re a business with physical locations, geofencing is worth a try. Mobile is inherently location-based, and geofences give marketers the ability to connect with people the way they want, when they want, based on where they are.
At the end of the day, all marketers need to make it their
priority to improve retention and reduce churn. Adopting some of these push
notification tips will help set you on the road to keeping your users around
for the long haul.
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