Why invest in mobile push?
More than 72% of ecommerce sales take place on a mobile device. This has led to a rise in the use of SMS and mobile push in recent years. These mobile-first channels are highly engaging and effective, especially when used strategically with email as part of a unified omnichannel strategy.
What you need to get started
In order to send push notifications, you first need to have:
- An Android or iOS mobile app
- Development resources to support the integration
Add mobile push to your omnichannel strategy
In this video, we will illustrate how mobile push adds value to your marketing strategy as well as outline key differentiators for this channel.
When to use push over another channel
Mobile push performs best when used to:
- Communicate with your most engaged audience
Less engaged customers often respond better to more passive channels like email and social media. As your customers become more familiar with your brand and more engaged with your content, it's helpful to use more targeted and personalized messages. Channels like SMS and mobile push notifications are ideal for reaching these highly engaged users in a more direct and personal way. - Respond to in-app behavior in real time
Email is great for long-form content, newsletters, or less urgent information like discounts. In contrast, push notifications are great for automated, real-time messages triggered by user actions within your app, like welcoming new users or re-engaging those who have been inactive. - Prompt a user to take an action in-app
While email and SMS are great for driving traffic to your website, mobile push notifications are the best choice for encouraging users to open and use your app. This channel is most effective when your goal is to boost app usage.
Mobile push use cases
While there are many creative ways you can use push notifications, here are a few proven ways mobile push can start adding value right away.
Welcome flow
Use push notifications to make sure that new customers continue to engage with your app after their first session. Target customers who bail before finishing the onboarding process, offer promotions to incentivize a first conversion, and celebrate early milestones.
Abandonment flows
Tie your notifications to in-app shopping activity and draw users back into your app to complete purchases through browse abandonment and abandoned cart flows.
Winback flow
Don’t let lapsed users fade off into the sunset. Send push notifications combined with emails and text messages to win back people who’ve stopped opening your app or visiting your website.
Promotional campaigns
Have a big sale coming up? Use push to instill a sense of urgency and drive conversions. Some brands offer early access or exclusive deals through their mobile apps in effort to incentivize app adoption, and push notifications serve as an easy way to highlight these deals and bring recipients directly to the app.
Time-sensitive notifications
Send notifications to app users for things that are immediately relevant, whether informational (e.g., event reminders, news alerts, and sports scores) or promotional (e.g., price drop, back in stock, and low inventory).
These use cases are a great place to get started, but get creative! Depending on your app, development capabilities, and other resources, you might be able to craft a unique experience for your customers. You might incorporate gamification, a loyalty program, or maybe an integration entirely unique to your business.
How to create a seamless omnichannel experience
Omnichannel marketing is all about using the unique strengths of each marketing channel and selecting the most effective one at the right time to stand out from your competition. Your ultimate goal is to build a communication cadence with your customers that feels relevant and helpful. As you expand your omnichannel strategy, there are a few best practices to keep in mind. Click through each dropdown below to learn more.
Keep messaging consistent
Different channels let to tailor messages to meet your customers where they are, using each channel's strengths.However, don’t stray too far from the central goal. Maintain a cohesive experience and a consistent brand voice across all communications.
Use engagement data
As you gather more and more engagement data, you'll gain a deeper understanding of your customers. Choose the most effective channel for your message based on how users interact with your content.
For example, use segments to send tailored mobile push notifications to those who frequently engage with them.
Make it about the customer experience
Always think about your customers' experience and what messages they have received. For instance, you don’t want them to receive an SMS and then receive a push notification 30 minutes later with the same content. Consider all the content they experience during their customer journey and how it motivates them to take the desired action.
Tailor your CTA to the channel
Each channel has its best uses and strengths. By pairing a strong channel with a compelling CTA, you will drive deeper engagement and increased revenue. Be sure to select a CTA that works well for your message and channel.
In general, push notifications should drive traffic to your app, while email and SMS will drive traffic to specific pages on your website.