What are the 7 key tips for your push notification strategy? Kara Dake, Product Evangelist for CleverTap recently answered a question on her Quora channel on what best practices a Product Manager, Marketer or Developer should use for their push notification campaigns.
CleverTap recently analyzed our platform’s mobile user behavior of over 100 million app launches and a few million uninstalls. The results include important mobile engagement information like most common time of day for app launches and in-app purchases, including the days for the most opened push notifications.
As you develop your push notification strategy, here are 7 key points to review:
- Know your Audience – Who is your target audience and what information would you like to determine about them? Utilize CleverTap’s rich user profile analytics to view demographic information and many other key insights.
- Content – Keep users engaged with the app by sending new and relevant content to view, like new blog articles, video updates, and trending articles. The user will stay engaged with the app if the notification sent are relevant and interesting.
- Timely – Push notifications must be sent to a user at the appropriate time. Notifications about an offer near a movie theater where tickets have been purchased should be sent at the appropriate time, for example, not after the movie has ended.
- Real-Time Notifications – Sending a triggered notification can help drive conversions, especially for e-commerce apps. Using CleverTap, you can set notifications to be sent based on specific action, and in-action, a user performs. For example, a user could add an item to their cart, but not checkout. Set up a notification to trigger 15 minutes post the cart abandonment with an offer deep-linked directly back in to the cart, and you have just created a strong conversion driver!
- Segment Users – Marketers should efficiently segment users and filter notifications sent to them accordingly. We recently released behavioral live segments, where you can create and track segments based on any combination of activity, inactivity and user attributes. You can also filter your dashboards, funnels, cohorts and trends by segments, and engage each segment with push, SMS, InApp, WebPush, Email or FB Audiences to drive your key metrics.
- Inbox the Notifications – If a user misses a push notification it should still be available to him elsewhere. Set up an in-app message inbox that readers can read at their convenience when they have the time to act upon your messages.
- Metrics Management – Analyze the success of your mobile marketing campaigns. For e.g. if you have sent a push notification about a newly launched product, you must consider measuring the number of users who opened the app – viewed the product – read the reviews or specifications – used the promo code – added the product to cart – purchased it and which user stopped where in the product life-cycle. Such in-depth mobile analytics would fetch more insights to improve the app marketing strategy and conduct better campaigns.