Moment Marketing: The One Thing Your Push Notification Strategy Is Lacking
Have you been in a situation when you ruined a good moment for saying things at the wrong time?
It’s a common thing, even in business. You always have to be careful about when to say the right things.
Here we introduce Time as the critical component that concerns marketers when it comes to communications, campaigns or messages they send to your users/customers.
Brands across the globe have flocked to adopt push notifications to drive user engagement and incrementally increase sales. Which Indicates that the impact of push notifications is becoming fairly rated according to how high its impact is. On the other hand, it needs wise usage with knowledge and experience or it negatively affects your business.
Quick Overview of Web Push Notifications
Web push notifications are clickable messages sent through a browser. These notifications can only be sent to users who subscribed your website on mobile, desktop and tablet to receive your notifications.
No! They don’t have to be on your website to receive these notifications, it just reaches their browser while they are surfing the internet no matter where.
About Web Push Notifications, everyone knows how, but not everyone knows when. Although when is the key to directly peak in sales and easily compete.
Importance of time for Web Push Notifications
According to case studies, we discovered that timing is one of the most under-hyped attributes in Web Push Notification.
Misunderstanding the specificities of timing can not only make you miss all the potentials out there, it can also backfire on your website. By unsubscribing or blocking your website from sending any further messages or notifications and lose your loyal customers. Who wants this to happen!
On the other bright side, choosing the right time to notify your users can increase web traffic and boost your subscriber base.
What are you potentially missing with wrong timings?
Let’s put it clear, Web Push Notification is so welcomed by users.
But why? A bad reputation has to be due to bad input.
When you focus on the fact that over 35% of push notifications are generic “broadcast” blasts to all users, it’s easy to see that a lack of relevancy plays a major role in building this perception.
However, many marketers still continue to rely on generic blasts rather than considering personalization in terms of timing, frequency, and content of the push messages.
As a result of this approach Over 50% of Users Find Push Notifications Useless.
It makes sense, doesn’t it?
(According to a study at Localytics)
Users are constantly flagging most of the push notifications as ‘annoying distractions’ and find them irrelevant.
It is time to make your users wait for your notifications
Avoid the: ” “Why did I get it now?” User’s reaction
In order to, not annoy your users with irrelevant push notifications, we recommend you follow some strict guidelines to find the right time for sending push notifications to your web users.
Start the action,
Let Web Push Notifications work for you. Here are some checkpoints that you can go through.
1- Timezone Check:
The time at which your users receive notifications from you is one critical attribute contributing towards the success of your campaign.
Your users aren’t always located at the same time and in many times they are located across timezones all over the world. Make sure the schedule of your notification is in coordination with the timezone of all your target users.
Sending a well-timed push can make a huge difference to your users’ Experience.
Minding what kind of Notification will you send, Mobile Push Notification or Web Push Notification, will help you to adjust accordingly
Example for a good Mobile Push Notification: A ‘Happy Hour’ bonus during the rush hour to commute home is going to top a ‘Happy Hour’ bonus push at 8 am Sunday morning by a long shot.
2- Day Check
While planning your push notification strategy, one thing you can not afford to miss is the day. If you have a restaurant and you have planned a promotion -meal for two’ on Friday.Sending a reminder notification to users on Saturday will not really be a good idea.
There are particular days and time which has shown evidently high click rates for most of the brands. Make sure you are scheduling your notification around these days.
3- Event Occurrence Check
Customize messages based on the time of year (holidays) to make brand personable.
Make sure your notification calendar is synced with a yearly event calendar. This will ensure that you are not sending any important and relevant notifications on a busy festival day and increasing the instances of it get ignored.
Moreover, keeping a track of events will help you promote and create festive offers for those events which have always captured considerable response rate.
For example, a push notification for a restaurant review set to go out two days before Friendship’s Day could read, “Happy Friendship’s Day! Have a lovely evening. Here’s a discount code for dining out with your beloved friends.”
Know how much is too much for you and never overdo it
And if you do – this is the reaction you’re likely to get:
The number and frequency of your notifications can vary based on many factors:
1- What type of user are you targeting, Top- Middle-Bottom of the funnel.
2- What is your Notification’s purpose?
Is it to engage your user so you have to send discounts and events offers according to times of the year. Or is it to retarget some of your users who added good to the chart and never bought or users who have not been visiting your since long time now. Possibly awareness about your product could be another purpose.
3- What is your industry? News, Games website, Travel agency, Fitness or E-commerce.
As a general practice
An evident 4x higher conversion rate is seen by sending push notification message twice a week!
Detecting the previous will help you better personalize the info in the notifications, timings, and frequency.
These are some ‘Frequency’ pieces of advice by experts in different domains and industries:
– News: 3-4 times a day, depending on the news, it’s relevance and urgency as per your users. – Use the Segmentation Feature –
– Games: Once a day or less. Now, the most important task here remains to be deciding the right time slot for that one notification. Do your research to understand when are you most likely to get a maximum response. When will your users be excited to get your notification.
– Travel: 2-3 times a day. This number might increase or the decrease as per the occurrence of holiday seasons, long weekends. If you plan to promote a new package available at your online/offline travel agency then this is a good number to consider.
– Fitness: 3-4 times a week. The quantity of push notifications you send is relatively dependent on the type of fitness your business. If you’re proposing a daily fitness programme then daily reminders are acceptable but as a general practice.
The goal of determining the right frequency for your push message is to prevent ad fatigue, brand blindness or the unsubscribing step in the digital space.
5- Right Content
Sending the right content to the right audience at the right time.
The user’s split on the usefulness of push notification reveals that there is still a percentage of users that find these notifications as relevant and helpful. It is either because the messages alert users for things they are interested in or because the content provides valuable information. This infers that the notification contained the right content to establish effective user- engagement.
According to a study at Leanplum, Personalisation can lift push notification open rates by up to 800%
Personalising the content of your push notifications can deliver a 4x lift on open rates, boosting the 1.5% average open rate seen with generic notifications to a much more respectable 5.9%.
There are numerous ways to add personalization to your push message- incorporating custom image, personalized message, a past action that user took, a thank you note, etc
Timing and content of any push notification go hand in hand. If the users receive a generic message even at an appropriate time, they are more likely to dismiss it.
6- Right Audience
You will not like to see your Push Notifications ignored. So? Learn more about your users to start sharing the right content with the right audience.
Your communication should be as targeted as possible. Creating and understanding whom you plan to target (your target audience) should be an integral part of defining your push notification strategy.
Setting the right audience for your notifications is critical. It has a great risk of your entire communication failure if your communication is targeted to the wrong audience. Hence, creating specific customer personas helps you plan the most effective push notification strategy.
In order to better serve users and not have push messages be seen as annoying, companies need to make a better effort to learn more about their users.
A detailed user persona will help you understand your customers better. Making it easier to tailor your content, messaging, product development and services.
Example: Let’s say you run a female fashion retail chain. You have successfully segmented your audience in personas such as- working class, middle-aged housewife, a young mother, and student. I bet you will never want to notify all the personas with one push messaging for the sale of babies wear. It just doesn’t make any sense.
7- Right Time
Sharing the right content with the right audience at the Right Time.
Timing should be an integral part of your push messaging strategy.
How will you feel when you receive a disturbing Push Notification at 5 am? Will you still like this brand? Or still, Subscribe its offers?
For this reason, you need to take care of local time notification delivery.
You can consider the following to determine the right time for your push notifications
- Industry-based time determination
- Persona-based time determination
Industry-based time determination
|News||10-12 pm, 5 pm|
|Fashion & lifestyle,||12 pm, 5pm, 9 pm|
|BFSI||10 am- 3 pm, 7 pm|
|Hospitality||10 am, 2 pm, 8pm-10 pm|
|Entertainment||8 pm -10 pm|
|Education||11 am-1 pm, 8 pm|
Persona-based time determination
Here are a few examples:
|Persona||Best time to reach them|
|Working class||9 am, 12 noon-2 pm, 9pm -11 pm|
|Young mothers||11 am-12 pm, 7 pm-8 pm|
|Middle-aged housewives||12 noon 2 pm, 9 pm-11 pm|
|Students||9 am-12 am, 7 pm-2 am|
Increasing click rates by choosing the right timing
Check this great example of a business that focused on attributes like – time, geo and frequency while sending out push notifications and acquired 125 K loyal subscriber and 12% of their overall sales with web push.
It’s time to move from…
Tailoring your notifications to your users isn’t just about what you say, it’s about when you say it. Finally, don’t forget to expire messages when they go out of date.
You can also watch this Youtube video to know more about how you can start sending local time push notifications now.