How to Get Your Users Hooked On Your Brand with Push Notifications?

How to Get Your Users Hooked On Your Brand with Push Notifications?

Gone are the days when businesses used to rely upon SMS marketing or Email marketing for enhancing their reach. These tools have lost their charm, and the new powerful marketing tool is considered to be Web Push Notifications now. They are more interactive and engaging.

Luka Nikolić
Luka Nikolić

A notification is a message which pops up on the device of the user based on certain events. Active notifications that any website sends in real-time to the browsers of their subscribers are known as Browser Push Notifications or Website Push Notifications. Such notifications work in a similar manner to mobile app push messages, but with one exception that they are active on websites not on apps. Website push notifications can be opened on browsers of all devices, be it desktops, tablets, mobiles, etc. This marketing tool is most remunerative when it comes to keeping the end-user updated about relevant information such as items remaining in the cart, sale alerts, order statuses, and wish list updates, etc.

Let’s take a look at how brands and e-commerce platforms engage their users with the help of push notifications via the browser.

Communication Channels Used by Brands

Brands and e-commerce businesses use various channels of communication to maintain a high level of engagement with their customers. The focus of any business is to grow their traffic, be it to engage the existing users, or to attract new users. Such communication channels include emails, social platforms, SMS, and push messages (both on mobile applications and websites).

In all communication channels, website push notifications have a unique spot. These notifications are different from app push notifications in a way that they are not limited to mobiles or tablets, like app push notifications. Website push notifications can be sent to browsers on mobile, tablets, and also on desktops. Thus, it covers more audiences than app push messages.

Why Website Push Notifications Are Important?

Gone are the days when businesses used to rely upon SMS marketing or Email marketing for enhancing their reach. These tools have lost their charm, and the new powerful marketing tool is considered to be Web Push Notifications now. They are more interactive and engaging.

For small and medium businesses, the priority is to opt for cost-effective approaches. Web push is significant in this way because they are economical as compared to building a quality application. A quality application is not only an expensive option but also requires maintenance which is an additional expense. With a restricted budget and expenses, the mobile application isn't feasible every time. Many brands and e-commerce businesses have websites instead of mobile applications. Hence, website push messages are comparatively more lucrative.

How do Website Push Notifications work?

When we install any mobile app, by default the permissions to send the push notifications are on, while websites have to explicitly ask for permission to send push notifications to their users. Let's have a detailed look at how website push notifications work:

  1. The first step is to get opt-in from visitors, when a user arrives on a website an opt-in box pop-up, asking for the visitor permission for the subscription.
  2. If the visitor clicks on “allow”, they will be added to the subscriber list of the website.
  3. When the user becomes the “subscriber”, they can get the web push notifications.
  4. Website push notifications are URL specified and are modifiable within certain character limits.
  5. If the user browser is not open web push notifications will reach the users in real-time.
  6. When the user clicks on the web push message he/she will be taken to a specified URL.

How to Optimize Web Push Notifications?

After understanding how web push notifications work, it is time to dive into how to optimize these web push messages to get maximum advantage out of them. Every brand or business focuses on high reach and engagement which ultimately leads to more sales.

Through Web push notifications, businesses can get higher reach, more traffic on the website, customer engagement, and more sales, only if they are used in an optimized way, which includes the following strategies:

  • Copywriting for engaging web push notification.
  • Time.
  • Frequency.
  • Analytics.

Copywriting for Engaging Web Push Notifications.

Copywriting is a pivotal part of web push messages. As we have discussed earlier that website push notifications have a limit of characters allowed, both in titles and messages. Writing an engaging and precise copy of the message can boost your business, but a noneffective copy can ruin your business. The focus of copywriting is to get subscribers to the website that ultimately increases the engagement of end-users. Browser Push Notifications increase the potential of today's visitor to become tomorrow's customer.

The most important thing in writing a title or body of a push message is the purpose of the push notification. If your message is properly written, that is, it clearly states the purpose of notification and the value it will bring to the end-user, naturally the visitor will click on the notification.

Here are a few tips to add value to your copywriting:

Be clear

Everyone has a busy schedule and most people do not bother ambiguous messages. A clear and concise message always has a better click rate because of the fact, it is an action-driven copy. For instance, a web push message “Have you read Trevor Noah’s latest?” and “Trevor Noah’s latest novel available for sale”, the latter message will get more clicks and engagements because it is clearer than the former message.

Have Some Crisp in Your Copy

This means that push message copy needs to identify the most important value to offer and let that shine in the push notification copy.

Use Scarceness to Create Earnestness

You can use the psychological principle “FOMO” while writing your web push message copy. For instance, if there is a sale coming up for your online brand or e-commerce store, a better approach to write a push notification is including “Flash Sale! 15 hours only” tagline.

Use Social Evidence

Align your actions with the needs and trends of the modern era, instead of opting for tools and techniques that were used decades ago. Everyone has internet access and every information is on fingertips. Thus, it is significant to not go superfluous with claims and only write credible information.

Time

Web push messages require an instant response from the receiver, so timing is the most important thing when sending push notifications. Before sending website push notifications, do consider:

  1. Time zone of the subscriber.
  2. Location of the subscriber.

Messages sent inactive hours w.r.t the region's time zone always bring gainful results.

Frequency

The most important thing to ponder upon when you are scaling push notification campaigns is the frequency of sending web push messages. No brand or business want to irritate their subscribers with a swarm of push messages.

The best way to find out the optimal frequency, businesses and brands need to carefully analyze clicks, bounce rate, and opts-outs after sending a push notification, this can give good insights about best performances.

Analytics

Analytics is the key that gives you insights about your online or digital campaigns and it is important to track key metrics in digital marketing campaigns. The most instant metric in the website push notification campaign is the click rate. It is crucial to know after sending web push notification that how many subscribers clicked on it. However, focusing on just one metric may lead to vague analysis.

Sales is always a primary goal while visits of the users to the website. Proper linking of push notification URLs to Urchin Tracking Module (UTM) parameters can provide real-time results. Data mining via Google Analytics and other analytics tools will give you detailed insights into how many visitors are performing actions. These analytics tools will provide you real-time insights of website push notifications that will help you to improve the existing digital campaigns.

Segmentation and Personalization of Website Push Notifications

Personalized messages are a very common practice among digital marketers and businesses because they drive more reach and engagement. When it comes to website push notifications it is important not to follow the spray-and-pray approach because subscribers have the power of opt-out and once the subscriber opt-out, it is practically impossible to get the unsubscribed users back.

One way to make personalization and segmentation effective is to ask the subscribers about their preferences at the time of opt-in. Another effective approach is to go for behavioral segmentation that is placed subscribers into various segments based on their on-page activities. For instance, add the page type that the user viewed most, the number of views of a specific page, etc.

Final Thoughts

Website push notification is an effective strategy for end-user engagement. Any business or a brand can boost their sales and enhance their user experience by delivering valued web push notifications.

Website push notification is relatively a new marketing tool. Without adapting to newer marketing tactics and tools, no business can flourish. To increase the customer base, it is now necessary to incorporate new tools. Brands and businesses that don’t pay heed to the change occurring around them usually get obsolete easily.

A website push message is the best way to add value to the user journey. Properly planned and copywritten website push messages can not only improve the loyalty for the brand but also drive more sales which is the ultimate goal of any business.