Today’s world is without a doubt an app-centric world! The usage of applications is increasing more and more day by day and tones of apps can be found on users’ smartphones. Just to mention: An average smartphone user has 42 apps on his device while spending 90% of his time only on 9 or 10 of them! In parallel, 25% of apps have been used only once, while 75% of users “quit” an app within the first three months.
With so many competitors in the apps world, it is more than crucial for marketers to design a unique and special push notification campaign, aiming to “wake up” the app from the background of the smartphone, to drive app traffic and thus increase user engagement!
Are you interested in learning how? Here are 5 simple ways to achieve a successful and effective campaign via push notification!
1. Make users feel special!
The right message to the right user! Marketers should forget about “one fits all” strategy, as well as mass marketing campaigns which end up being too generic and ineffective. The main purpose of a successful push notification should be both the increase of users’ engagement and the delivery of real value for the users. How is this possible to be achieved? Users’ segmentation! Marketers should create lists based on users’ characteristics, behavior and events within the app. Categorization of users based on those criteria highly attributes to the success of the push notification campaign. Users receive a relevant to their preferences message, making them feeling special and unique! Via a marketing automation platform, such as Warply Engage Platform, the creation of users’ audiences, based on their behavior, characteristics, events etc., as well as setting automation rules maximize the results of the campaign.
2. Make your message distinguishes!
Apart from the relevant content, it is the language of the push message that plays a very important role to the success of the campaign. Push messages have by default some design limitations and standard text formats, something that limits marketers’ freedom. What’s the solution? Words have to at once motivate users to interact and engage with the campaign. At the same time, push notification should link to a specific screen of the app - relevant to the push message – making the campaign more effective and accurate.
3. Do not disturb!
Smartphone is the most personal accessory of today’s people. At the same time, push notifications come together with sound and vibration. What does it mean? Marketers should highly pay attention to the time and location accuracy of the push notification campaign. It is not right to send a push message at 3 am in the morning, as people probably sleep. Generating time zones based on users’ location positively contributes to the success of the push notification campaign. An automation marketing platform, like Warply Engage platform, providing you with real time analytics for users’ activity within the app, facilitates you to be as much accurate as possible!
4. Be aware of the frequency!
“I have been tired of receiving daily push notifications by your app” is a complaint that marketers do not want to receive by users of the app. Not only time and location accuracy, is also frequency a vital factor to the success of the campaign. As it is mentioned before, smartphone is the daily companion of people, using it 24/7, so marketers should be very careful as for the frequency of delivery push notification campaigns. However, frequency varies based on the nature of the app. What does it mean? Social apps are sending push messages more frequent as users want to be in line with their friends’ activity. On the other hand, promotional apps are not so push notifications active, as users getting tired of frequent ads.
5. Set your KPIs!
As for every marketing action, KPIs is the key success factor for push notification campaigns. Apart from open rates (how many users open the push notification and see the campaign), other factors underline the success of a push notification campaign. For instance, if the campaign includes a mobile coupon, marketers will value the increase of in-app purchases after the delivery of the campaign.