With an increasing number of consumers preferring digital interactions with businesses, it is becoming difficult to attract and keep customer attention. That’s why companies are looking for better ways to engage with customers and get their brand message heard.
Email marketing has been one of the widely used marketing tools for engaging with users. While it is still a great way to get in touch with your audience, it may not be as relevant as before as new marketing channels like push notifications come into play.
Push notifications have gained popularity over a short period of time. More and more marketers choose it over the traditional method of email marketing as they believe that in many situations, push notifications are likely to perform better than emails.
In this post, let’s look into the 10 reasons why push notifications are better than email in many cases.
- 1. Higher click-through rates and engagement
- 2. Easier to subscribe
- 3. Subscriptions cannot be faked
- 4. Users have control over subscriptions
- 5. Real-time message delivery
- 6. Response time
- 7. Push notifications are simpler to compose
- 8. Better visibility
- 9. More personalization
- 10. Higher opt-in rate
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1. Higher click-through rates and engagement
Communications through push notifications have proven to be about 3 times more effective than emails. These messages are sent to users in real time, providing higher visibility and engagement. It is observed that the average click-through rate of push notifications is 18-21% as compared to the 3% CTR of emails.
2. Easier to subscribe
People have become more reluctant to share their email address with companies which makes it difficult to get users to subscribe to your emails. When it comes to push notifications, it’s easier to encourage users to subscribe with just a single click. They just need to receive the opt-in prompt and allow permission without providing any personal information.
3. Subscriptions cannot be faked
With emails, users can put fake email addresses for subscriptions, whereas push subscriptions cannot be faked. The push subscription process is handled by the browser, which means that visitors do not provide any contact information reducing the possibility for fake users subscribing to your notifications.
4. Users have control over subscriptions
In case of email communications, users do not have much control over a subscription to a site. When they start getting unwanted emails, there is not much they can do to stop receiving these emails as their request to unsubscribe may not be accepted, or they may receive emails from another email ID. With push notifications, users completely control the subscription and can easily unsubscribe from receiving messages with just a click.
5. Real-time message delivery
Email is a good way to reach your audience; however, emails may go to spam or may be delivered with delay as you may never know when the customer will decide to open their inbox. Push messages are used to send the information instantly to the user even when they are not active on the website leading to an increase in delivery rates.
6. Response time
As statistics show, about 30-40% of subscribers interact with push notifications instantly from the moment they receive the message, while the response time for emails is usually not less than 6.5 hours. This means that push notifications are a far more effective tool for growing and retaining active users.
7. Push notifications are simpler to compose
It takes a lot of time and resources to create the content for an email newsletter, design it according to email standards, then test it on different devices and browsers before sending it out. Push campaigns are easier to handle; you just compose the content that’s 2-3 lines, add the links and send it out. In case of push notifications, you needn’t worry about any design standards as browsers and apps control how notifications will look once delivered to the customer.
8. Better visibility
It’s easier with emails to get ignored as emails that are sent to multiple recipients at the same time frequently end up in the spam folder. So users may have trouble finding your emails, or they may stop engaging with your communication because of spam. Push notifications appear right on the user’s desktop or mobile screen, so it’s hard not to notice them. They draw attention immediately and are therefore more visible than emails.
9. More personalization
Personalization is more important than ever when connecting with your customers. As compared to emails, push notifications offer a wider range of customization options to make the message tailored to the user’s interests, behavioral data, geolocation, time zone, and other parameters. Moreover, by enriching your content with images, animated gifs, videos, and sounds, you can provide a more personalized user experience.
10. Higher opt-in rate
The opt-in rate is the percentage of visitors who subscribe to receive push notifications or emails. It’s one of the most important indicators of measuring the performance of your campaigns. While the average email opt-in rate ranges between 2-5%, push notifications have an almost 65-70% subscription rate. This means that push notifications are around 15 times more effective than emails when it comes to opt-in rates.