Push notifications are an effective marketing tool for increasing mobile app user engagement and customer retention.
A recent study found that during the spring lockdown, brands were more active in sending out push notifications, and shoppers were more interested than usual in this way of receiving information. Companies sent 16% more mobile push notifications in March 2020 than last year. Mobile push open rates were up 22% on average. Airship experts attribute this to the fact that users were bored at home and also wanted to receive relevant information not only from news outlets, but also from brands.
From an Internet marketing perspective, fluff is a powerful tool to achieve the following goals:
- audience engagement;
- Retaining target users;
- Building trust and loyalty;
- stimulate repeat sales;
- informing about new products.
The following statistics speak in favor of the use of push messages:
- About 50 push-messages a day today are received by the average smartphone user;
- About 53% of people agree to subscribe to receive push-notifications;
- Android users subscribe to mobile push notifications about 91.1% of the time. On iOS, the figure is at 44%. This gap can be explained by the need for manual confirmation of subscription for users of "apple" devices.
Today it is safe to say that push notifications are an excellent technology that makes contact with representatives of the target audience simple and easy for everyone.
What are the advantages of using push notifications
Today it is difficult to find a developed informational or commercial site that would not offer its audience to subscribe to push notifications. This fact alone is an eloquent indication that push-technology is an effective tool in marketing terms, otherwise its distribution would not have been so widespread. We will try to highlight the main advantages of push-notifications, which will help to understand the reasons for the popularity of the tool.
High conversion rates. The technology is as simple and safe as possible, and users understand this, even if it is not always done consciously. To engage in communication with a business, you just need to click once on the "Subscribe" button. This is much easier than using classic subscription forms where you had to enter your email address or phone number. At the same time, the Carrot quest technology makes it possible to collect, analyze and organize information about subscribers. This makes it possible to offer the most relevant content possible. The combination of these factors forms the conditions for obtaining an impressive rate of conversion into a subscription.
Simple repeated contact with the audience. The user receives notifications even in a situation where he left the site a long time ago and wasn't even planning to return to it. This opens up the opportunity to reach the audience at any time, regardless of when the session ends.
Privacy. To establish systematic contact with a potential customer with push notifications, you don't have to convince him to trust the company with his phone number or email address. That said, you can always get contact information when a more trusting relationship is established between the business and the person.
Instant delivery of information. Notification on or off site will be shown at the optimal moment, in the opinion of the project administrator. The technology is simple, stable and well-developed, so the chance of a technical error is reduced to almost zero. Unlike classic email notifications, push notifications won't end up in the spam folder.
