The number one reason that customers subscribe to any messaging channel is for coupons and deals, but this reason is cited less often for push notifications than it is for emails. Statistics show that 80% subscribe to emails for coupons and deals, while only about half of consumers cite that reason for opting in to push notifications. 46% of people opt into push notifications to receive personalized alerts. The consumer expects upcoming sales and promotions through email, and tailored deals and time-sensitive content through push notifications.
While emails can get lost in inboxes, push notifications lend themselves well to urgent information, such as shipping, customer service, and in terms of coupons – their upcoming expiry.
Message Mapping Exercise
Email does still serve a purpose, but it’s important to remember that it’s not the ONLY communication channel – and depending on the type of message, it may not be the best.
As well as urgency, you should consider your persona’s tolerance for marketing messages, some prefer the more traditional email communication, while others like the high visibility of push notifications.
Follow this simple message mapping exercise to keep your customers happy and increase customer lifetime value.
- Determine the urgency level of your message
- Define your persona’s tolerance level for marketing messages
- Map persona’s tolerance level to the message urgency level
- Build and send your email or push notification campaign to that persona
Now that you know when to send push notifications, you can start to learn more best practices to optimize those notifications for increased opt in rates, better open rates and to inspire customers to take action.