Digital Marketing

How to Use Push Notifications in Your Mobile Marketing Strategies


Do you enable push notifications on your smartphone? What exactly are push notifications? These are a form of alert or message that an application sends to a device. When the app is initially installed, a message pops up asking to enable push notifications. If you have any social media such as Facebook, Instagram, Twitter, or Snapchat downloaded and set up on your smartphone, it’s likely that you receive push notifications from them. On iOS and Android, the alert shows up in the form of a bar at the top of the screen.

But what exactly is the purpose of a push notification? Well, it is specifically designed to entice the user to re-engage with the app. Your notification from Facebook may literally say, “Your friend commented on your photo,” but the subtext yells, “Hey, look at me! I still have valuable content to offer you!” And this isn’t necessarily a bad thing. Push notifications give us real-time updates and let us know what’s going on. They can also be interactive by offering a button that links to a website. These alerts can be used for social media, promotions, or any other content the app thinks we’ll be interested in.

Feel free to skip to the infographic below to learn about some ways to increase push notification engagement.

The common thought used to be that once your app was downloaded, your job was done. However, within two days of download, nearly three-quarters of users abandon the app. Push notifications play a significant role in app retention. By reminding and engaging users, these alerts boost app retention rates. Now the focus is on getting people to actually opt-in to receiving push notifications.

Certain negative experiences such as aggressive advertising or loquacious family members on social media deter smartphone users from enabling push notifications. Marketers overcome this stigma by optimizing for the opt-in. There is more than meets the eye when it comes to this type of notification; it won’t work with just any text. Marketers have to implement a specific push notification strategy, including concise copy and best engagement times.

The success of a push notification is measured by its CTR or click-through rate. The higher the rate, the better your notification performed. There are different factors that can positively affect the CTR. Personalization, rich media support, and interactivity are some ways to beef up your push notification. Check out the infographic from CleverTap to see how push notifications can increase the CTR, thus driving conversion and retention rates.

To add to the surprising complexity of push notifications, optimal lengths and open rates vary depending on what industry the notification is for. There can be push notifications for business, entertainment, deals, education, health, travel, utilities, media, food, and retail. Similar to other ad campaigns, no push notification campaign should be the same across categories. They may share “power words” like discount or hurry, but the timing, length, and personalization will be different.

Determining the frequency of when to send push notifications is like walking a tightrope; it’s extremely easy to get off balance. Mobile marketers have to find a happy medium between too many alerts and too few. Either end of the spectrum will end in the loss of a user. With all of the clutter consumers are bombarded with today, it’s crucial to stay top-of-mind. If you send multiple notifications per day, you may be top-of-mind in a negative way. If you send hardly any, you will fall off the radar.

A/B testing can be used to determine which message or CTA (call to action) on your push notification yields the best engagement, or CTR. Multivariate testing can be used, however, changing only one variable at a time will likely result in a more accurate and clear conclusion. When A/B testing your push notification, two different versions of the alert will be sent randomly to your audience. The push notifications are sent at the same time and possibly with the same imagery, but they will contain different messages. The data from each are analyzed to determine which notification performed better.

When done right, push notifications can be an effective component of your ad strategy. They are a solid complement to digital marketing. Your digital promotions will intrigue consumers, driving app downloads. Subsequently, a proper push notification campaign retains these consumers by maintaining their engagement with your brand.

No comments
Drew PageHow to Use Push Notifications in Your Mobile Marketing Strategies
read more

How to Add, Remove, and Assign Permissions for Users in Google Analytics

Ohow.co SEO, UX & AnalyticsOhow.co SEO, UX & Analytics – Only quality guides and tips: SEO, UX, Analytics

Often when I’m reviewing analytics accounts for new clients I find that every user has either full permissions or not enough to be able to do some tasks, for example, create filters. Assigning the correct permissions in Google Analytics will ensure that: People can work without interruptions. Your data is protected from possible misconfigurations. Your […]

How to Add, Remove, and Assign Permissions for Users in Google AnalyticsCarlos Escalera

No comments
Jeremy WebbHow to Add, Remove, and Assign Permissions for Users in Google Analytics
read more

How to Recover your Google Analytics Account in 3 Steps

Ohow.co SEO, UX & AnalyticsOhow.co SEO, UX & Analytics – Only quality guides and tips: SEO, UX, Analytics

As a website owner/administrator, it’s a best practice to always have the possibility of adding/removing users from your Google Analytics account and editing any setting on the property to make it work as you want. Despite this, I often hear things like: Why I can’t create filters on my Analytics? Why I can’t add new […]

How to Recover your Google Analytics Account in 3 StepsCarlos Escalera

No comments
Jeremy WebbHow to Recover your Google Analytics Account in 3 Steps
read more

Combine l.instagram.com and Other Instagram Referrals for Better Reporting in Analytics

Ohow.co SEO, UX & AnalyticsOhow.co SEO, UX & Analytics – Only quality guides and tips: SEO, UX, Analytics

If you use Instagram to drive traffic to your site you probably have seen the referral l.instagram.com instagram.com / referral m.instagram.com / referral l.instagram.com / referral lm.instagram.com / referral   This post will help you understand the differences between them and most importantly how to combine them for better reporting. Instagram.com and m.instagram.com These 2 are the […]

Combine l.instagram.com and Other Instagram Referrals for Better Reporting in AnalyticsCarlos Escalera

1 comment
Jeremy WebbCombine l.instagram.com and Other Instagram Referrals for Better Reporting in Analytics
read more

How to Filter Dynamic IP Addresses in Google Analytics

Ohow.co AnalyticsOhow.co Analytics – Quality guides and tips: SEO, UX/UI, Analytics and more…

Excluding internal traffic when having a dynamic IP can be a challenge, but is possible. I will show you a couple of methods I use when facing this scenario. What is a dynamic IP? A dynamic IP is an address that is constantly changing, whether it changes because of your internet service provider (ISP) or […]

How to Filter Dynamic IP Addresses in Google AnalyticsCarlos Escalera

No comments
Jeremy WebbHow to Filter Dynamic IP Addresses in Google Analytics
read more

Google Analytics Annotations Why They are Important and How to Use Them

Ohow.co AnalyticsOhow.co Analytics – Quality guides and tips: SEO, UX/UI, Analytics and more…

Google Analytics annotations are a simple but yet powerful and often forgotten feature in Google Analytics that will save you lots of time when you try to remember why there was an abrupt change in your Analytics data. What is an annotation in Google Analytics? Annotations are small notes that will help you to keep track […]

Google Analytics Annotations Why They are Important and How to Use ThemCarlos Escalera

No comments
Jeremy WebbGoogle Analytics Annotations Why They are Important and How to Use Them
read more

Let it Snow! Create an Amazing Snow Effect in Any Part of Your Site with CSS

Ohow.co AnalyticsOhow.co Analytics – Quality guides and tips: SEO, UX/UI, Analytics and more…

A couple of days ago I added a snow effect to the cover section of my posts, and people started asking me what kind of magic I used to achieve this. The truth is that it is pretty simple, in less than 5 minutes you can add this amazing effect to any part of your […]

Let it Snow! Create an Amazing Snow Effect in Any Part of Your Site with CSSCarlos Escalera

No comments
Jeremy WebbLet it Snow! Create an Amazing Snow Effect in Any Part of Your Site with CSS
read more

Excluding Internal Traffic in Google Analytics for Static and Dynamic IPs

Ohow.co AnalyticsOhow.co Analytics – Quality guides and tips: SEO, UX/UI, Analytics and more…

Internal traffic is the number 1 reason of inaccurate data. You may say, hey! what about the spam, well that’s the second. Despite being annoying, the spam can be easily identified after it hits you, whereas the internal traffic is really hard and in some cases almost impossible to detect so it will be mixed […]

Excluding Internal Traffic in Google Analytics for Static and Dynamic IPsCarlos Escalera

No comments
Jeremy WebbExcluding Internal Traffic in Google Analytics for Static and Dynamic IPs
read more

Google ends the “Secret.ɢoogle.com-Trump” language spam in Analytics

Ohow.co AnalyticsOhow.co Analytics – Quality guides and tips: SEO, UX/UI, Analytics and more…

The Russian spammer behind the “Secret.ɢoogle.com-Trump” language spam, who has also been impersonating known sites like Reddit, Lifehacker, TheNextWeb, and Google itself, has been recently shut down. A big relief for the Analytics Community. Who is This Guy and Why is He Messing with Your Analytics? His name is Vitaly Popov, a well-known Analytics spammer. He […]

Google ends the “Secret.ɢoogle.com-Trump” language spam in AnalyticsCarlos Escalera

No comments
Jeremy WebbGoogle ends the “Secret.ɢoogle.com-Trump” language spam in Analytics
read more

Google Analytics Best Practices for Views (Master, Unfiltered, Test)

Ohow.co Digital MarketingOhow.co Digital Marketing – Quality guides and tips: SEO, Social Media, UX/UI, Analytics and more…

In Google Analytics it is not possible to recover data lost by a misconfiguration, that why it is important to follow a few best practices in your views and protect your data. Types of Views Every Google Analytics property should have the following views: Master Views  (for analysis, you may have more than one) – […]

Google Analytics Best Practices for Views (Master, Unfiltered, Test)Carlos Escalera

No comments
Jeremy WebbGoogle Analytics Best Practices for Views (Master, Unfiltered, Test)
read more