Did you know that push notifications can escalate your messages’ open rates by 56%? As 50% of prospects willingly opt-in to receive push messages, one can use these for taking their marketing efforts to the next level.
Web push notifications are short and crisp messages that websites send to the subscribed users on their internet browsers. They are similar to the mobile app push notifications except, they are not app-dependent, and could be sent to the browsers on computers, mobile and tablets as well.
This article contains a detailed guide on how to use browser push notifications in marketing, and why it’s not an option, but a necessity for winning conversions.
Why use web push notifications for marketing?
The browser push notifications are solving loads of problems by giving an unprecedented channel of communication with the prospects. Moreover, they are also being used as a lead generation tool in certain genres like eCommerce, travel, and hotel bookings.
- It filters conversion funnel by letting the users to opt-in if they are interested.
- Allows marketers to connect with prospects without an email address or contact number.
- Gives an additional channel for communication in an addition to email marketing.
- Facilitates a connection with unknown prospects, adding more leads to the database.
- Delivers a message even when the user is not on the related site.
- Facilitate cross-platform delivery across the web browsers.
Are web push notifications better than email marketing?
Emails have been in the market for so long, and there is no other alternative to completely replace them yet. However, push notifications do outperform emails in certain cases. For instance, spam filters can literally kill email campaigns by blocking their delivery before they can even make it to the recipient’s inbox. And, since, push notifications can only be sent to the subscribed users, they get delivered to the target audience, without going through the spam filters.
The following image explains how push messages, with a 90% open rate, can be more useful than emails in certain conditions:
Caution: Push notifications should be used only for urgent and important messages; it’s not wise to replace all email communication with them.
When to use web push notifications?
A web push notification solves an array of hurdles for the marketers these days. Their usage is spread all across the niches like E-commerce, Travel, Hotel Booking, content marketing and video streaming sites. Some of the most crucial applications in different niches are as following:
- Time-sensitive offers
- Shopping Cart abandonment reminders
- Sharing Newsfeed
- Alert for a product back in stock
- Flash sale announcements
- Price drop alerts on products, flights and hotel booking
- A new episode uploaded on streaming site
- Alert for a new post on the blog
- Change in flight time alert
- Sports score update
How do web push notifications work?
When installing an app on your phone, by default, you give permission for receiving push notifications from the particular publisher. On the other hand, web push notifications need to explicitly ask for your permission to send push messages to you. Something like the image below:
The process of sending browser push notifications goes step after step:
Step 1: Get Opt-in from visitors: As soon as a visitor lands on the site, the web push notification tool will trigger an opt-in box. The visitor needs to allow the same or can click on ‘Cancel’ if he/she does not wish to receive the messages.
Step 2: Create Notifications: While creating a web push notification, the creator needs to work on six major parts to serve the purpose:
- Title: Title is very important for grabbing attention and getting a click. It should be catchy, engaging, and self-explanatory.
- Description: A very short explanation of what the message is all about. Giving an understanding of the whole message in very few words, it should encourage the user to click on the notification.
- Website domains: The domain address of the sender is important to prove the authenticity of the message.
- Call to action button: This feature is only available in Google Chrome yet. So, while targeting Chrome users, call to action buttons would convey a clear message and invite an action from the users.
- Icon: Utilized for adding brand’s icon to the notification so as to increase the brand value.
- Banner Image: In addition to icons, one can also utilize banner images to add value to the message.
Step 3: Send notifications to the subscribers: Once the visitor Clicks on ‘Allow’ button and gives permission, you can start sending the Web push notifications to him/her.
Tips for creating good Web Push notifications
- Migrate to SSL: Push notifications require SSL (Secure Socket Layer). If your site isn’t using an SSL certificate, you will not be able to send web push notifications. So, migrate to https now.
- Be clear with your point: Write a copy which is unambiguous and easily understandable.
- Write a crisp copy: Use few words to explain all about your message. No one has time to read lengthy notifications. So, use your words precisely.
- Use urgency: Leverage the fear of missing out (FOMO) and create urgency through your message. Let them realize that the opportunity is limited by using the terms like “Flash Sale”, “Lightning Deal”, “Available for 12 Hours only”, etc. ; creating a sense of urgency.
- Know when to send: Push notifications work best in real time; you either get an immediate click-through or no click at all. So, always consider the time-zones while sending the notifications.
- Know how frequently to send: It’s not wise to bombard multiple notifications one after the other. Keep a considerable time-gap, and allocate the users sufficient time to think and react on your previous notifications. Otherwise, you might just irritate them, inducing an opt-out from your notifications.
- Use segmentation: A few irrelevant deliveries can induce opt-outs from your notifications. First, segment the users on different profiles, and then send the notifications accordingly. Segmentation can be done on a different basis like time-zone, location, browsing history, browsers, and devices.
- Use analytics: By analytics tracking, we only think about ‘Click rates’. However, click rates are not the only ones who decide your campaign’s fate, but the metrics like ‘visits to checkout page’ and clicks on ‘Add to cart button’ are also important. These metrics will decide if your campaign is going in the right direction.
Start pushing notifications now
These are what you should know to start an efficient push marketing campaign of your own. You can work according to the given tips after integrating a good push notification tool to your business website. Just keep improving on your efforts, and proceed according to the feedbacks and analytics you receive from the users. Hopefully, these would be enough to let your business thrive with benefits of browser push notifications.