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Best Practices for Push Notifications

October 23, 2016

Push campaigns that fair well follow the same fundamentals of any other marketing strategy: they offer an incentive to be opened, respect the user and show at the perfect time.

 

 

Personalise your Push Notifications

 

You can send one message to all your users, however the simplest notifications are tailored specific to each user, considering in even the tiniest detail, like the receiver’s first name. And personalisation doesn’t finish there. As a developer, you've got a wealth of information to assist you customize your messages, such as -

 

New users who haven’t:

  • Opened your app since day one

  • Purchased anything from your in-app purchase catalog

  • Signed up for an account

 

Users who have:

  • Reached a certain number of sessions with your app

  • Engaged with your app for a certain length of time in the past

  • Previously purchased from your catalog

  • Engaged with certain assets in your app

 

Some Examples

 

Sign-up reminders

Does your application require new users to make an account? Assuming this is the case, reminding users who have not yet joined is an awesome possibility for a personalised push. Try not to be reluctant to get right to the point. "Hi Peter! It appears that you forgot to create your account. There's no time like the present :)"

Personalised, targeted messages has four times better open rates than generic message blasts.

 

New Content Available

Maybe you have a media application with a regular update of new content. Rather than sending each single user a message each time another episode is released, just send the notice to clients who have viewed past episodes of the same show. You can personalize more by segmenting your clients into "individuals who have viewed the most recent episode" and "individuals who are behind by a couple of episodes."

 

Choose Optimal Time and Frequency

 

When looking at your user data to choose your personalization strategy, consider past behaviour to choose the ideal timing for your notification. For example, maybe you have a section of users who like to engage with your application in the morning hours. You will need to send these users a push notification in the morning when they are most likely to check.

 

If your application is a media streaming service, users are often immersed in one activity, for example, viewing their most loved show.  Since these messages pull users out of their concentration, messages can be viewed as more troublesome and unwelcome. Avoid sending notifications too frequently.

 

Sending Notification is not Enough

 

You have made the ideal, customized message and sent it out at the best hour of the best day. Users are navigating to re-engage with your application. Is it clear, how they can finish the task when they are at it?

 

Lets consider the same examples described above.

 

Sign Up

You have reminded a user to make an account, and they have happily obliged. When they tap on your notification, they hope to see the account creation screen, or no less than an in-app pop-up that takes them to the screen.

 

New Content Available

At last, the most recent episode of the show on your application is accessible and users have been waiting eagerly. When they tap on your message, they expect the new episode to be the most prominent information on the screen. 

 

A well-planned push notification system should be a part of any marketing strategy. When done effectively, it can help support engagement and revenue for your application.

 

 

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