Over 200 billion emails are sent out every day. Marketers are struggling to get timely emails into their customers’ hands because customers are so used to tuning emails out. Email fatigue is real.
Push notifications for the web (both mobile and desktop) are a relatively new way of reaching your customers, on a channel that isn’t nearly as saturated as email. With push notifications you can:
- Expand your reach with a 1.5% opt-in rate
- Get noticed with click-thru rates of 6.3%
- Reduce cart abandonment by double digit %
With that in mind, we’ve put together a how-to video to get you started with web push notifications. Watch it above!
1. Two tap opt-in request
Website visitors must opt in to receive web push notifications. It’s important to demonstrate the value of receiving push notifications before asking users to opt in. We’ve developed a two tap opt-in process for retailers to increase their web push subscriber base.
- The first opt-in request is sent by the site owner, is configurable, and can be sent multiple times.
- The second step is to confirm the subscription – this request is set by the system, is not configurable, and can only be asked once.
- By allowing customers a soft opt-out that’s under your control before subjecting them to the system confirmation, you’ve retained the ability to ask them permission again at another, more opportune time.
2. Set up filters
Set location and behavior filters to target specific customer segments with your push notifications.
- Segment customers based on their shopping behavior and location data to deliver personalized messages.
- In our Connection Center, use variables like browser history or physical location to determine which customers get which messages.
The Connection Center is the administrative interface to the Mobify Platform. It empowers marketers to quickly and easily create customer engagement through retargeting, customer service, brand enrichment, and customer loyalty, building long-term relationships over time.
3. Tailor your messaging
You will want to use personalized, attention-grabbing, concise language that gets right to the point.
- Your message should have an obvious call-to-action and will link to more content (a promotional page, location page, etc.).
- Make sure to send during waking hours so messages aren’t disruptive.
- Test your notification across devices to ensure messages aren’t cut off.
4. Measure and adjust
Analytics are essential to any campaign, and web push is no different.
- Determine your goals for the campaign, and then monitor the results to determine how push notifications are performing.
- Do a test, and use that data to inform how you roll out your mobile customer engagement strategy for the rest of the year.
- Continue to make adjustments based on what’s working and what’s not.