Personalized push notifications are an effective way to increase user acquisition, retention, and engagement. It’s about sending the right messages to the right user at the right time. Since the introduction of push notifications in 2009, marketers have been using best practices for sending push notifications to keep users interested in their products and services.
The standard approach of sending the same text notifications to everyone is out of the way. Users are more excited and interested in personalized push notifications that are tailored to them, which increases the notification open rates. A recent survey found that personalized push notifications open up to 800 times that of generic ads
What are personalized push notifications?
Personalizing push notifications means adding relevant and valuable messages based on your user interests. It upgrades your notifications and builds a more personal bond.
Companies need to refer to the most important details like the user’s website visit behavior, interests, previous ratings, age, gender, location and more in order to optimize a personalized push notification. To do this, marketers have to collect the user’s data for recognition and send appropriate notifications in order to reach the user’s touchpoint. Hence, we need to develop more personalized and targeted push notification campaigns to reach more targeted audiences.
Here are some reasons why we need to add personalization in push notifications.
- Generate an emotional response from users or subscribers
- Bring back the dormant users
- Improve brand consistency by staying connected with users
- Engage your target groups more closely by addressing their needs
- You can stand out from the competition with a personal touch in notifications
- Increase conversion rates by sending relevant notifications at precise times
- Reduce customer searches by redirecting them to the product page
Use cases of custom push notifications
Proper use of personalized push notifications is critical to taking advantage of push notification marketing. Here we’ve curated some use cases for sending custom notifications to users.
Send push notifications according to user behavior
The marketing team can track user behavior on the website and use the data to address them further with push notifications. You can review their website visits, time spent on websites, products added to cart, and more.
For example, a news website tracks individual user behavior and sends out important push notifications according to their most viewed category.
The above push notification gives general publicity to the user about the new notification.
While this push example informs the user in particular about the updates from the sports category according to the user access rate.
Remind users to abandon their shopping cart
The biggest challenge facing online shopping websites is getting out of the shopping cart. It is estimated that around 97% of unattended shopping carts on the ecommerce site go unsold. There are many reasons for this, such as: B. Numerous options for brands, price and shipping costs for the same product. Marketers can use Shopify’s web push tool to send cart abandonment notifications, inventory notifications to users or visitors and convert them into customers.
For example, suppose a user who added products to their shopping cart has not made a purchase for a long time. In this case, you can send a personalized notification with a discount on the shopping cart just for him.
Here you will see a custom notification for the user offering discounts on their shopping cart. It has the potential to pull the user in and make a purchase.
Another example of a push notification that sends a message that inventory is available again from a user wish list.
Sending recommendations with transaction notifications
We know that transaction notifications are responses to user interaction with the website. These notifications contain information about shipping, estimated delivery, account validation, and others. Modern marketers say we can use these transactional messages to promote the brand, engage users, improve conversions, provide details about products and services, and much more.
Suppose that when an online retailer sends the transaction message of a successful payment, they can add the details of any upcoming sales, discounts, or collections for the brand being purchased. So, it helps to draw the user’s interest to revisit the website and make a purchase.
An ecommerce website can send recommended products based on the customer’s previous purchase in the order confirmation push notification.
Awaken inactive users with personalized notifications
Personalized push notifications are the best way to get inactive users back to your websites. For this to work, you need to send a conceptual message with the right timing. Digital marketers can perform data analysis to determine the frequency of visits by users and to remind them of the brand. Once the user has reached a certain period of inactivity, you can send personalized notifications to get them back.
You can also add emotional words like “We miss you”, “Come back”, “Just for you” and “Exclusive” in the push notification that will get your audience to take the action.
For example, instead of creating push notifications like generic advertisements
- Hey Sammy Check the new collection for this monsoon
Try an interactive like
- Hey, Sammy, we miss you. Come back and check out the new collection of your favorite brands.
Check out the push notification below that is sent to the inactive users of a grocery delivery website.
In the push notification above, the grocery delivery website used an interactive phrase that spoke to the user.
Tips for running a personalized push notification campaign
The key to making personalized push notifications work is not to annoy users about the messages. Here are some tricks to help you execute push notification strategies effectively.
Use segmentation to personalize messages
Segmentation helps marketers gain insights into customers to create effective one-on-one marketing campaigns. You can segment the subscribers by country, browser, platform, state, city, subscription date, day of the week, time of day, and last visit date. This helps meet subscriber needs with your products and services at the right time and generate more profits.
Segmentation of push notifications is easy with the push notification tool and it will help you retain targeted users. If users allow opt-in for push notifications, they can collect the subscriber’s data such as country, city, operating system, IP address, browser and subscription date, which will help you with segmentation. Markets can select a specific segment while sending notifications and reaching the targeted subscribers.
For example, consider a fashion store with a store on Pitt Street Mall in Sydney. It can segment subscribers by city and send notifications to target audiences with promotions and offers.
Let’s look at another example of targeting new subscribers to an ecommerce website using push notification segmentation. In this you can segment the subscribers according to their subscription date in order to push the notifications.
The above is the push notification example of an ecommerce store with a promotional offer for new users.
Create creative personalized push notifications
A good notification can encourage users to take actions that can increase your website traffic and conversion rates. After the first step in user segmentation, you can assemble prompts based on data and make them meaningful as customized. Prepare the right push notification template that will convert more for your industry.
- Always address users with warm words like friend, mate, hey, hello, draw attention to notifications.
- You can add rich content like emojis, images, and CTA to deliver messages with minimal text.
- Make sure you keep an ideal 40 characters in the notification to avoid clipping. So the user can read at a glance and take the action.
Always consider doing a test run before doing the push notification marketing campaign with your users. You can send personalized push notification templates to some internal devices and make changes.
Give your users privacy
Digital businesses must consider their limitations when collecting user data. With the new data protection regulations for users like the GDPR coming into effect, few companies are hesitant to embark on a personalization strategy. However, you don’t have to worry as we can collect users’ data from their website activity such as clicks, subdomain visits, shopping cart products and others.
You can get user consent before asking for personal information by explaining how it can help improve their website experience.
Track push notifications
Sometimes push notifications don’t work effectively. This may be due to the poor optimization of the push notification marketing for the target groups. So experiment with the first campaigns to know the timing and opening rates of notifications. You can also refine content with emojis, images, and text that resonate with users. Check out the guide on how to send push notifications with analytics across different industries and get the best frequency, timing, notification content and more.
Hope this article is helpful in adding personalization to your push notifications. Contact Truepush for an affordable way to send push notifications with limitless possibilities.