App User Lifecycle

7 mobile marketing tips for engaging push notifications

More and more businesses are rapidly developing apps to reach out to smartphone users. All these apps are in a constant battle to lure more users into installing and making use of the app. Mobile marketing will allow you to market your app to the right segment of user.

Smartphone users download a lot of apps, few are used frequently while others are lying dormant, unused and forgotten, waiting to be uninstalled. Certainly no app provider would want his app to go unnoticed and forgotten after being installed. To remind the user about the app’s presence on his device, relevant messages can be sent across with the help of push notifications.

Push notifications are not about spamming the users with useless content, it is more like a tête-à-tête that needs to be taken forward with a strategy to achieve desired result. Listed below are seven tips to keep users engaged through push notifications.

  1. Know your Audience – All you know about your users is that they like your app, (because they downloaded it) but that information is not enough track their user behavior to find a pattern for e.g. a user who’s looking for new books and would love to get push notifications about book launches and bestsellers.
  2. Content – Keep users engaged with the app by sending new and relevant content to view, like blogs, videos downloads and more. The user will stay engaged with the app if the notification sent to him is relevant and interesting enough.
  3. Time It – Push notifications must be sent to a user at the appropriate time. Notifications about weekend getaways won’t find much audience on a Monday, they would be best sent on a Wednesday or Thursday before a long weekend. Users who have taken up a fitness challenge would value a push notification with a workout reminder. A well-timed push notification can make immense difference to your users’ experience and the success of the app.
  4. Real-Time Notifications – Sending a discount, freebie or a simple reminder push notification in real-time when the user has added a product to cart or wish list, can escalate sales. Tapping the user moment in his product life-cycle and sending him relevant push notifications is an effective means to avoid cart abandonment. For food delivery companies, if a user abandons cart during meal times it is unlikely that they will ever make that purchase. Faasos wanted to avoid this specific problem with their lunch-time and dinner-time customers. To learn how Faasos used Push notifications to bring users back to the app to place an order, CLICK HERE.
  5. Segment Users – Marketers should efficiently segment users and filter notifications sent to them accordingly. For e.g. a notification about discount on diapers would fail to interest students, similarly a notification sent to women about a newly launched after shave balm, would find no takers at all. Segmenting users by age, gender and other demographics can be helpful in sending them relevant and contextual notifications.
  6. 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.
  7. Metrics Matter – Analyze the success of your mobile marketing campaign in all dimensions. 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.

Employ these success tips to create an effective push notification campaign to engage your users and increase retention for your app.

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