Push Notification Strategies to Help Your Content Reach a Wider Audience

/ February 2, 2021 | 7 Mins Read

Push Notification Strategies to Help Your Content Reach a Wider Audience

Wish to scale up your content marketing engagement and reach a larger number of robust leads? Check out these amazing push notification strategies that will help you promote your content wisely.

Today's internet users are consuming content in its variegated forms but do they notice and read every available content on the internet? The answer is no! As per statistics, 294 billion emails, 2 million blogs, and 4 million tweets are posted daily, but only a few posts get noticed, and 80% of readers never read beyond the post title. 

If you too, have worked hard to create compelling content and failed to get it noticed, it's time to re-think your marketing strategies. As per Statista, more than 50% of web traffic is generated by mobile users. Just imagine your content reach if you could access those customers where they are! Push Notifications can help you do exactly that.  

In this article, we'll discuss some of the best push notification strategies to help your content reach a wider audience. 

But before getting there, let us first discuss some basics in brief. 

What are Push Notifications? 

In simple words, push notifications are reminders used to alert users about the apps or websites they have opted-in to. They appear on a Smartphone's lock screen and a computer or mobile browser, notifying the users of news, updates, and other information about the app or website the users have "opted" to receive notifications from.  

Types of Push Notifications 

Push notifications can come in the form of Smartphone lock screen notifications or website push notifications. Web push notifications enable the marketers to get content in front of readers without the need to develop an app to benefit from the push notifications marketing strategy. 

Web Push Notifications

Image: Web Push Notifications                                     

Smartphone Push Notifications

Image: Smartphone Push Notifications 

Web Push Notifications can be sent on computers, laptops, and mobile browsers, whereas the mobile push notifications require an application to be installed.  

Push Notifications can serve many purposes for brands depending on the type of message being sent. Some common push notifications include:

  • Welcome Push Notifications: These push notifications are used to welcome the users when they first download your app or visit your website. 
  • Push Notifications containing updates: These notifications are sent to the users when a brand uploads new content, stocks new items or when a product is on its way to the customer.
  • Reminder Push Notifications: These notifications are used to remind users of limited-time deals, items in their cart, or the content they have engaged with before.

 Now that you have some idea about push notifications, let's now understand why they have so much value in your marketing strategy. 

Why Push Notifications Have So Much Value? 

Whether your marketing strategy includes a mobile element or not, you shouldn't overlook this simple yet effective strategy. Here is some data to explain why. 

Perfectly incorporated push notifications lead to:

 Some other benefits include:

  • An easy way to remind the users about your brand, even when they aren't using your site or app.
  • It makes it quick and easy for the users to return to a site or app.
  • Increased Customer retention.
  • Increased customer loyalty and sales. 

If you too, wish to achieve these benefits for your brand, it always helps to learn the best push notification strategies.  

Push Notifications Best Practices  

Push Notifications are powerful marketing tools, but without following push notification best practices, you risk coming across as annoying and spammy. Push Notification is a permission-based tool; therefore, every notification you send should be used with great consideration and planning.   

Did you know, 60% of users opt-out of push notifications if they are misused by the brands? We don't want you to make the same mistake. So, here are some push notification best practices that you can use to benefit the most from this strategy. 

1. Segment Your Customers To Send Relevant Push Notifications 

As with every marketing strategy, personalization is very important. Disseminating the right information to the right users is very important for the success of the push notification marketing strategy. But how do you know which messages to send to which user? Segmentation is the key!  

Segment your Customers: Divide your customers into different groups based on their interests, their browsing history on your app or website, their age-group, preferences, etc., so you can create your push notifications strategy accordingly. By segmenting your users, you will be able to create different target groups based on specific characteristics.  

Segmentation can be of different types based on the goal a brand is trying to achieve.

Market segmentation criteria

Image Source 

Based on Demographics: Key Demographics include – Gender, Age and Nationality. 

Social Segmentation: Based on Education, Marital Status, and income 

Geographic Segmentation: Based on places where the users live in

Behavioral Segmentation: Interest in certain topics, browsing patterns, etc. 

2. Know What Your Audience Wants To Hear About

Despite having great deals and content, many push notifications fail to capture the audience's interest because those messages are not relevant to the users. There's no point sending out push notifications about your blog on the best anti-aging creams to high-school students. Many marketers do miss the opportunity by not sending the right messages to the right people.  

Therefore, before sending out push messages:

  • Know your audience
  • The reason why they visited your website or downloaded your app
  • The information they are interested in receiving.

For example, people who opt-in to receive notifications from Netflix want to receive alerts about their favorite series. Netflix knows that. Their push notifications are carefully created, keeping the audience's interest in mind. 

push notifications from Netflix

Image Source 

Creating personalized content is very important as it can increase the push notification open rates by four times. Understand what benefits the users received by visiting your website or app in the first place. Use your push notifications to maximize those benefits so that the audience can find value in your content. 

3. Time Your Push Notifications Correctly 

The last thing the users want is to be woken up by their phone buzzing at 3 AM when they are in a deep sleep. So schedule your push notifications carefully based on their app/website usage, browsing behavior, time zone, etc. Although there are no specific rules to follow when scheduling your push notifications, there are some important trends that you need to consider. 

According to a marketing study, push notifications: 

Delivered between 10 AM-1 PM, witness a 15% click-through rate.

Delivered between 1–5 PM witness a 12% click-through rate

Delivered between 9 PM-1 AM, witness an 11% click-through rate.

Delivered between 1–6 AM witness a 5% click-through rate 

Time Your Push Notifications Correctly

Apart from the above trend, it is important to schedule your push messages based on the following criteria. 

Create conditions to send push notifications to the users based on their most active or least active period on your website or app. For example, if a user is usually visiting a website at 2 PM, marketers can create conditions to send the push messages at that time. 

Focus on Time-Zones: Technology has brought brands, and customers close. You could have customers living in different time zones as well. Customize your push notification delivery time according to the time zones your users are living in. It's useless to send push notifications at a time when your users are sleeping. 

Plan the days: If you have a blog and plan to post new content on Monday. Sending notifications to your readers on Tuesday will not be a good idea. So time your push notifications accordingly. 

4. Use The Audience's Past Behavior To Formulate Your Current Message

Let's understand this approach by the below example, where the brand, MyFitnessPal, has sent a push notification to the client by studying both the past and ongoing browsing behavior of the user. The future course of action of the brand will also depend on the audience's response to the current message.

Use The Audience's Past Behavior To Formulate Your Current Message

Image Source 

5. Focus On Providing Value To The Customers 

For the users to find your push notifications enticing, it is very important for you to focus on providing some value to them. Focus on the benefits you can offer to them through your medium. If your content is not providing any value to them, they might not just open your notifications. 

In the below example, the user has expressed interest in maintaining a gratitude journal as a healthy habit. This Push Notification by Happier is helping them keep track of that.

express interest in maintaining a gratitude journal as a healthy habit.

Image Source 

6. Additional Tips to Make Your Push Notifications Stand Out

  • Design your push notifications to be short, concise, and clear. Users are busy most of the time, so it always helps to create short and clear messages that users can read on the go. Don't forget to include a link to your website or app.
  • The information should appear on a single line. For better readability, make sure the information appears on a single line.  
  • Make the title catchy: Make sure your title is enticing and attractive. Boring titles may discourage the users from clicking on them.
  • Optimize: Make sure the notifications are optimized to adapt to different platform features. 

Conclusion 

Push notifications are powerful marketing tools, but instead of spamming your users with irrelevant, unnecessary, and wrongly-timed notifications, they should only be reserved to disseminate the best information. Take time to get to know your users, their pain points, and craft your push messages accordingly so that they are compelled to take action.

Last but not the least, your push notification strategy should focus on aligning your marketing goals with the users' interests. Doing so is sure to bring you great rewards in the form of increased sales and user engagement.  

John Started career as a Market Research Intern and currently working at InfoCleanse. His Expertise includes online marketing, research, delivery of insights and build presentations and statistics report about B2B Industry with current trends and assist to the marketing department.

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