There are various reasons to use push notifications in your app and they have numerous benefits in terms of engaging with customers and driving traffic, however it is essential to use them in a way that keeps customers connected, rather than annoyed. We investigate five benefits of push notifications, how best to use them and what they can do for your app.
Push notifications inform users on new information related to an app, providing valuable and relevant updates to customers, even when the app is closed. Examples include a message or post on Facebook, a news article update, or a new feature in a game.
Ideawell describes the different forms Push Notifications can take; a banner, alert, badge and sounds. In mobile settings, users are able to control if and how they receive push notifications. Banners appear on the screen for a few seconds and then disappear; alerts appear on the screen and require the user to accept or dismiss it; and badges are the small red circles with numbers that appear on the upper-right hand corner of an app’s icon, displaying the number of pending notifications. Sounds include custom or system-provided sounds that accompany the notification styles.
Many apps have a wide customer base of inactive users who have downloaded it but do not use it. They are often forgotten, lost in the sea of apps on users mobiles. Push notifications allow developers to provide up-date relevant information to users, encouraging engagement, sparking recognition and increasing involvement.
Chantal Tode, associate editor on Mobile Marketer, reported on a study from Forrester research, in Push notifications should be integrated into direct marketing, CRM strategies: Forrester. The report mentions various benefits of push notifications; including increasing traffic, optimizing app use and driving conversions.
Through mobile settings and notification centers users can customize how and what they see in terms of notifications, greatly decreasing the chance of your updates annoying the customers. Tode refers to ESPN Score center as an example of an app that is doing well in terms of letting users personalize their notifications, “users can choose from several different points during a game that they want to receive alerts as well as indicate a quiet time when they do not want to receive any notifications.” If you feel you have relevant content for a specific audience, start reaching them sooner than later using AppMakr to make your very own app.
Insight into Customer Behavior
According to Ideawell’s article, one of the benefits of push notifications is that they provide valuable information on user behavior through the tracking of messages and the interaction times, devices, platforms and situations which generate the most engagement, revealing when, where, why and how users use your app. Tode says push notifications provide sophisticated analytics with data on delivery receipt, open rate time and engagement.
Ease of Use
In terms of customer interface and ease of use, push notifications are a lot less messy then emails, they are quick to deal with and manage. They are simple, uncomplicated messages that provide only the essential information, making them user friendly and effective. On the developer side they are simpler to produce and cheaper then SMS. They provide valuable customer information, which is highly directed and specific, making it easy to translate into effective marketing strategies.
Complementary Communication Channel
According to PRWeb, Simon U. Ford, founder of Social Traffic inc., a social marketing agency specializing in social mobile and reputation marketing, explains the powerful method of alerting customers of last minute deals, coupons and special deals. These additional messages form a complementary marketing channel where developers to communicate extra, value-adding information. This information can be customized especially for push notifications, ensuring their relevance and improving their important to users.
Ford says: “small businesses, like large businesses are trying to leverage mobile apps to get more business these days and no wonder, the benefits of mobile apps are clear. They increase the visibility and reach of a business and often become a very profitable retargeting sales channel.
Mobile apps, unlike mobile websites, possess qualities that other communication channels simply don’t measure up to because of how they interact with functionality built into a devices hardware. The biggest benefit of mobile apps is the ability to deliver notifications that are instantly seen and – unlike other marketing messages – seen on the best digital real estate possible - the user interface of a consumer's mobile phone. This is why most mobile push notifications are opened and read by 97% of app subscribers."
As app use grows so does the need for developers to take advantage of the opportunity that push notifications offer. They are less interruptive than other forms of customer engagement and can be used to effectively bring in more traffic and add value for the user by pushing out useful information. However, it is essential this information is relevant and interesting, if not push notifications can become intrusive and annoying, leading to negative perceptions about your app.