Popup notifications are great marketing-strategies to boost your revenue. You can use these for guiding visitors, directing them to social media channels, collecting email ids, building brand reputation, promoting products and services, restoring abandoned carts, quickening sales, increasing AOV (Average Order Value) more.
Studies say that push notifications, which are recent digital marketing trends, facilitate message personalization, real-time information availability, and client retention. These have an opening rate of 90%, which is 50% (7 times) higher than that of email marketing. A vast population (70%) of internet users feel that these are useful, 55 to 60% of app users agree to receive these, and 53% share their location.
So, pop notifications are extremely efficient channels. However, it would be best if you crafted your campaign engagingly to increase click-through rate and revenue generation. Else, these may end up being annoying, intrusive, and awful.
Here are some ways to make your popup notification campaign work.
1. Get more customer data
Getting data on the different ways people interact with your brand (especially their purchasing history) can help you tailor your web push message to be in line with them. Gather customer behavior data and analyze it to know their preferences, and then send them deals based on their interests. Some brands even use multiple layers of personalization to narrow down on the interests of their users.
Netflix, an online streaming service, studies each of their customers’ viewing history and sends them highly personalized push notifications. These act as simple reminders of those shows that they have been watching, and thus enhance their engagement.
2. Segment your users
One fits all strategy in marketing always fails. Push notifications facilitate customer segmentation in different ways at the time of subscription. This is necessary, especially if you have a large audience, and you want to make the most out of your popups.
For instance, SonyLiv, a dominant global online streaming app, utilized geo-targeting to deliver popup notifications to their Indian users alone on their country’s 70th Independence Day. The contextual message announcing 70% off on the app’s subscription rates commemorated the country’s anniversary. This heightened its conversion rates.
Likewise, Ticketmaster- an American ticket sales and distribution firm, uses geo-targeting and user-history to know the types of events people popularly attend. This marketing segmentation enables it to send personalized push notifications to its audience, thus increasing conversion rates.
3. Offer value
Statistics say that 52% of mobile app users search popups for relevant offers and information, and 40% of them engage with it within an hour. Consider what your audience values the most and refrain from sending information that is irrelevant to them. For instance, if you are running a cloth store, deliver popups related to baby cloth arrivals and offers to only those customers with babies.
An app called The Bump, which is for first-time moms, sends out status updates about their fetus’s current growth and development phase. The registered users regularly receive info about the size of their unborn baby and what they can expect from their pregnancy in the forthcoming weeks.
4. Offer practical information
No one would be interested in getting informed of sales offers and discounts on your products. So, let your popups also bear sensible details that the user would value. For instance, those can inform your customers on how they can derive more value from the products or services they purchased from you.
JetBlue airlines’ popup campaign sent pleasant reminders to their passengers just one day before their scheduled departure. This practical, high-value content helped their customers enjoy an enhanced flying experience. And this, in turn, promoted their brand. It brought in new customers and kept the existing ones coming back for more. Thus, web push notifications are great customer retention strategies.
5. Grab the opportunity
The entire purpose of popups is to make use of the opportunities presented by today’s digitization—the timing as well as the message matter. It would help if you neither were too quick to pop up your message as soon as a visitor enters the site nor be too slow to push it when he is about to leave, both of which are common eCommerce marketing mistakes. Leveraging send-time optimization can engage the user by up to 25%.
Well-timed popups displaying reward points and special offers on a product to your e-commerce store visitor looking for that product can propel him to make a purchase. Likewise, pushing a newsletter subscription notification to someone who reads your blog post until the end also works. Studies say that such a well-crafted campaign can even help retrieve 12% of your former customers.
6. Retarget customers
Most e-store visitors do not convert right away. Reaching and reminding them of your products or services is referred to as customer retargeting. Push notifications are great retargeting tools for e-commerce businesses, where people abandon their carts before the checkout.
You can personalize your message and send them attractive pictures of the items they added to the cart but left without buying. In the very same way, you can also retarget existing customers who have been unresponsive for a while.
This would increase the contact point the user has with your products, and get the passive shopper to commit, which can drastically enhance your website conversion rate. You may couple the reminder message with an incentive to induce a purchasing decision.
Popup notifications are eminent marketing techniques, which have gained momentum in recent days. These can promote your brand in multiple ways and boost your revenue, but only if you rightly craft your campaign. A well-planned campaign targets customers based on their interests and other details. This is why you need market segmentation.
Further, it would be best if you made sure that your popups reach the right customer with the right message at the right time. Ensure that your messages offer practical information and value that your users are looking for. Do retarget your visitors over their abandoned carts and your existing passive customers over their unresponsiveness.
Tanmayi Arora: Tanmayi is a creative content writer at NotifyVisitors. She believes in the saying, “ Writing is not just putting out facts, it is the catharsis of emotions”. She blends imagination with logical facts and pours it out in words. Writing has many facets, she lives every bit of it.