Push notifications have redefined the way businesses communicate with their users. This instantaneous medium can be a game-changer, given its capability to engage and retain users. Let's dive deeper to understand what push notifications are and how they function.

Different types of push notification campaigns

• Mobile App Push Notifications: These notifications are the messages that pop up on mobile devices. App publishers can send them at any time, even if the user's device is locked or if the mobile app is not open.
• Web Push Notifications: Push notifications not only belong to the mobile device realm but also desktops. Web push notifications are clickable messages sent by a website to their subscribers' browsers.
• Abandoned Cart Push Notifications: E-commerce platforms often send push notifications to users who have left items in their shopping cart without completing the purchase.
• Reminder Push Notifications: Primarily used to remind users about certain actions or events, like an upcoming appointment.
• Rich Push Notifications: These are enhanced notifications with rich media like images, videos, and audio, improving engagement rates.
• Triggered Push Notifications: Triggered in real-time based on user's actions, for instance, when they've reached a particular level in a gaming app.
• Transactional Push Notifications: These are triggered by user-specific transactions, for example, delivery status, booking confirmation, etc.

The Elements of a Good Push Notification Strategy

Offering Opt-In Choice: Always give users the option to 'opt in' or 'opt out' of receiving push notifications. It ensures that only interested users receive notifications, thereby improving engagement rates.

Craft Compelling Content: The content of your push notifications should be relevant and compelling to ensure users take the desired action.

Utilize Your Existing Customer Base: Target your existing users with customized push messages to enhance user retention and engagement.

Time-Bound Push Notifications: These push notifications are sent at specific times, for instance, sending a restaurant deal around lunchtime.

Why Do Apps Use Push Notifications?

• Increase Message Visibility: Unlike emails which might end up in the spam folder, push notifications pop up directly on the user's device, making them more noticeable.
• Capturing Increased and Good Quality Leads: By targeting the right audience with relevant content, apps can capture quality leads.
• Enhance User Engagement: Push notifications, especially if they're personalized, can enhance user engagement with the mobile app.
• Drive User Retention: Sending onboarding notifications to new users can boost user retention rates. It familiarizes them with the app functionalities.

How Can Push Notification Campaigns Support My Business?

Benefits of Push Notifications: They provide real-time communication, enable businesses to send targeted messages, help in automating notifications, and facilitate in increasing app usage among other benefits.

Metrics to Track: Key metrics like delivery and click rate, conversion rate, browser and platform distribution, and user engagement are crucial to determine the effectiveness of push notification campaigns.

Not Automating Notifications: By not automating notifications, businesses might miss out on crucial engagement opportunities.

Push Notifications in eCommerce: Push notifications can notify users about ongoing sales, abandoned carts, new arrivals, etc., driving sales and improving user engagement.

How Push Notifications Work

Operating System & Service: Both Android and iOS devices have their respective push notification services: Google Firebase Cloud Messaging for Android and Apple Push Notification Service for iOS. They facilitate the delivery of messages from the app publisher to the user's device.

Opt-In and User Permission: For an app publisher to send push notifications, users need to grant permission. Once permitted, the app publisher can send notifications whenever necessary.

Common Mistakes in Sending Push Notifications

Not Sending Onboarding Notifications: Neglecting new users can lead to low retention rates. Onboarding notifications guide them through the app's features.

Not Tracking the Right Metrics: Overlooking essential metrics like user engagement, delivery rate, and conversion rate can affect the push notification strategy's success.

Conclusion

Push notifications are an indispensable tool for digital platforms, especially in today's age where attention spans are dwindling. Ensuring that they're used optimally can lead to improved user engagement, retention, and overall app success.

FAQs

What are push notifications?
Push notifications are messages that pop up on a user's mobile device. They come from mobile apps that users have installed on their devices and are a way for apps to communicate directly with their users.

How do push notifications work on Android devices and iOS devices?
On Android devices, push notifications work with the Google Firebase Cloud Messaging service. For iOS devices, they operate via the Apple Push Notification Service.

How are push notifications different from SMS or emails?
Unlike SMS or emails, push notifications do not require the user's mobile number or email address. They are directly linked to the mobile app and are sent to the user's device when the app wants to convey some information.

What are web push notifications?
Web push notifications are messages sent by websites to a user's desktop or mobile devices, even when the user is not on the website. These notifications encourage users to revisit the site.

Why do mobile apps use push notifications?
Mobile apps use push notifications to increase user engagement, offer updates, reminders, promotional offers, and more. They also help in user retention by constantly providing value to the app users.

What are the different types of push notifications?
There are several types of push notifications, including mobile push notifications, rich push notifications, transactional push notifications, and abandoned cart push notifications, among others.

How do I enable push notifications on my mobile device?
To enable push notifications, go to the settings of your mobile device, navigate to the 'Notifications' section, and then select the app for which you want to enable notifications.

Can push notifications appear even if the mobile app is not open?
Yes, push notifications can appear on your lock screen or notification center even if the corresponding mobile app is not open.

Why do some push notifications have images or videos?
Such push notifications are called rich push notifications. They include rich media like images, videos, or sound to make the notification more engaging and informative.

How do app publishers send push notifications to users?
App publishers use a push notification service to send notifications. They craft the message and determine the audience, and the service ensures the delivery to the user's device.

Do all mobile users receive push notifications?
No, only users who have opted in to receive notifications from an app will get them. The 'opt-in' process typically happens during the app installation or first use.

Can I choose the kind of push notifications I receive?
Yes, most apps offer customizable notification settings, allowing users to choose the types of notifications they wish to receive.

Why are push notifications crucial for e-commerce platforms?
Push notifications, especially abandoned cart push notifications, remind users of products they've shown interest in, thereby boosting sales. They also help in promoting offers, sales, and new arrivals.

What are time-bound push notifications?
Time-bound push notifications are sent at specific times, like flash sale notifications or daily reminders, ensuring users see them at the most relevant times.

How do push notification campaigns support business growth?
Push notification campaigns can drive user engagement, promote offers, remind users of important actions, and thereby improve user retention and drive revenue.

What's the difference between mobile app push notifications and desktop push notifications?
Mobile app push notifications are specific to mobile apps and appear on mobile devices, whereas desktop push notifications appear on a user's desktop browser from a website.

How can I improve my push notification strategy for better user engagement?
To improve your push notification strategy, focus on crafting relevant content, segmenting your audience, personalizing messages, and analyzing metrics to refine the strategy further.

What are the potential pitfalls to avoid when sending push notifications?
Avoid sending too many push notifications, as it might annoy users. Also, ensure that the content is relevant and not poorly timed.

Are push notifications only for smartphones?
No, push notifications are for both smartphones and desktops. While smartphone users receive mobile push notifications, desktop users can receive web notifications.

Can push notifications help in user acquisition?
While the primary function of push notifications is user retention and engagement, they can also aid in user acquisition by prompting existing users to refer new users or share content on multiple social media platforms.