If you happen to be like 91% of the U.S. population, your mobile phone is somewhere within arm’s reach of you at this very moment. Our phones are always on, always with us and always connected. For this reason marketers have embraced push notifications. Push notifications can be an incredibly effective way to engage and retain app users, but a push messaging strategy can quickly backfire if used inappropriately.
Users don’t want to be alerted to every mundane activity, sales promotion or social update within your app. The real opportunity is to create a personalized experience for each user using push notifications and dynamic content within your app. At least 50% of users now engage in push messaging on their mobile devices. That number goes up significantly when it offers content at the right time and right place. These individualized messages can be used to encourage users to take specific action that’s of interest to them.
Let analytics be your guide
Integrating push messaging with analytics can identify key user segments and dramatically increase both open rates and conversion rates. Use analytics to understand users and their specific characteristics including demographics, spending habits, and even social media influence. Let this information define user segments.
Analytics uncovers hidden consumer behavior you need to know. Analytics can help your marketing department create a push messaging strategy. Data derived from user interactions help app publishers to get a much better sense of what happens once they’ve launched their app. Using that data helps identify where, when and to whom push messages should be delivered.
Personalize messages to target the right users at the right time
With app user segmentation you can define a group of characteristics to understand user behavior and connect with individuals. As an example, a fitness app like Bodeefit use push messaging to send a personalized message to a user who hasn’t worked out in the last week. The message would be triggered and sent after a user had not logged into their workout for a seven consecutive days.
The personalized message than could be optimized and sent a time most relevant to the user. Bodeefit could send this message at the time in which the user has logged the most completed workouts, taking an educated guess that this would be the most likely time for the user to workout. Further increasing the possibility of them opening the app and working out.
An app that provides valuable messaging using this type of data personalization is more likely to create an engaged and loyal user.
Segmenting push messaging leads to increased conversion
Using analytics, marketers can also see how users navigate the app and identify where they are dropping out. Are they shoppers who’ve lost interest in the middle of placing an order? Are they gamers unable to progress to the next level due to lack of understanding and who drop out in frustration? Where and why has your app been abandoned?
Spark your user’s interest by directing a push message that is of value to them. That message could in the form of a coupon or game token that will revive or refresh interest. Marketers that deliver notifications at the right time to the right audience in the right context will win. Beware of flood your users with a tidal wave of push notifications. Don’t let your app’s greatest asset for engaging users become your users greatest annoyance.