Some of you may ask “why is it important to use push notifications? What is it that makes them so important? What's the value added to my app?
This happens to everyone because no one is born with knowledge about this tool, profits and how to make the most. And this is what we try to show in this m commerce guide.
First make an analysis of the type of users that there are depending on the state of commitment and loyalty they have which include:
These states indicate the interaction level, the response and interest showed by a user depending on their actions. To be an expert in the use of push notifications you must reach a compromise and loyalty of users to the app in all aspects.
Newbies ar only newbies once, reason why you should pay specific attention to this segment and to campaigns we do with them. You have a limited time from the moment they open the app for the first time to generate a habit of use and keep them there instead of your site mobile commerce.
Passengers are usually those users who did not understand the full value of the app. Passengers are usually those users who did not understand the full value of the app. Campaigns to communicate the value of these to these users will have a very low risk ( because they are no longer using the app) and can yield excellent results.
This segment contains users who use the app regularly and generate revenue. Provide these users a positive feedback to generate loyalty can increase the life cycle of the company and generate more (free) organic user acquisition through word of mouth.
These users have shown interest in your app. Within the sleepers segment you can find some of the best users since your app was launched. Personalized messages based in behaviors and affinities can help you recover them.
Users who have enabled notifications in their smartphone open an app 14.7 times per month, compared with those who do not, that open an average of 5.4 times per month. This represents a 171% increase in the uptake of the app, which has doubled since 2014 where uptake was 88% higher.
It has also been demonstrated that push notifications generate a customer retention 3.5 times greater that if their not used. This means that the app retains about 50% of customers three months after the initial shock, compared to its counterpart only retains 13% of users.
In short, if you do not use push notifications to create custom capture opportunities in your app, there's something you're doing wrong. When done properly, this messaging stategy represents an ability to communicate with customers providing information, content or special events, thus giving an added value to your app.
Now, it's not about just sending messages and spamming without control to users, as this would be completely counterproductive. There are certain points to consider that will take you to use this tool as a professional.
To this we must consider several points. You should know who you are sending the message, as probably a 18 year old does not want to receive offers from category women.
Your customers may be in different time zones, and setting up an optimal schedule for one person may mean interrupting others at their worst day. But schedule are not the only geographical difference. You can also find different customs and cultures, and offering such a discount of prosciutto in Israel is not the same as offering it in Argentina. Here the importance of paying special attention, or you may lose an important base of users who may feel insulted or bothered by simple ignorance.
The highly customized push notifications are considered very valuable for their customers, particularly those that come after a transaction. These warn their customers when something specific happens, such as announcing a delayed order, a shipment change of status or the name of the person who'll deliver the package.
These push notifications can generate a very large bond with your customers, because it creates a sense of personalization that makes customers forget they are interacting with a device, and feel this message was created just for him.
When some user information about their tastes and preferences is already acquired, you can send push notifications with relevant information very easily and frequently.
Now, combine these points to get the best possible result. These points are not independent of each other. Join them, play with them, do A/B testing and observe the reactions of different clients with every action you take and see which provide better results for m commerce.
Finding a balance between too many messages or not enough is no easy task. However you should send enough push notifications to stay relevant in the market. The smartphone user has an average of between 25 and 40 apps on his smartphone at all times, so it is easy to be overshadowed by other apps and be forgotten.
Always discuss (analyze) the results produced by your app campaigns. Knowing exactly what makes a customer uninstall an app or buy into it is vital and is something that can be seen through analytics.
Ahead we'll show you 5 extremely important ways of carrying out push notification campaigns and get the best results for your m commerce:
Send a welcome message to your new user is the first opportunity to create a relationship with him and guiding him towards the first major app event. You should always wonder: What can I report that gives my app an immediate value? and, What should a user do on his second visit? You should consider giving a welcome users with a special offer or discount as an incentive to make their first purchase. Remember, your goal is to get the user to open the app again.
Another key push notifications campaign is one that makes re-targeting of users who have not completed certain actions within the app. For example, take your users less committed back to your app with push notification that focuses on taking them to make a purchase, and on the other hand remind your most common customers perform a specific action, such as returning to cart who have left products.
Segmenting push notifications according to specific behaviors within the app will not only help increase the use of it, but lengthen its life cycle.
Some users download your app and are very active throughout the first months, but then they slowly stop using the app. A well planned and proactive push notifications campaign focused on these users can help you have a high return on use.
Focus on customers who are at risk of becoming inactive and Send them a push notification to arouse their curiosity and bring them back to your app. You can even customize these messages according to behaviors, preferences and purchase history of its users. For example, alerting users exclusive content for the app, or offers they will find hard to resist.
Mobile technology gives merchants access opportunities for their users anytime, anywhere, and this is something that everyone should use to increase the commitment and loyalty to the app. Attach the gap between digital and real-world users targeting specific areas for local promotions, events and offers geo-targeting (target depending on location).
When you make a geo-targeting campaign do not send a message to those inactive users or to those who never open push notifications, because you could lose those, the may uninstall their app.
User engagement is always important, but you should not forget retention. To avoid loosing them, you shoud generate loyalty, and push notifications may help with this. Once your clients purchased, why wouldn't you send them a thanks message?
For example, if you sell air tickets, why not send them a discount or exclusive offer message? This way, besides thanking them for the purchase, you're giving them a reason to buy again in the future through your app.
Remember, when clients feel you are managing to send content and relevant information, you are creating a positive image of your brand, credibility and retention. Push notifications rates will increase, conversions will do so too and your m commerce app success will become evident, as your users happiness.