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Consumers and Communication
How do you ensure this service is delivered? Personalization has a large part to play in giving your customers what they expect. We’ll talk more about personalized messages and communications later, but the overall topic of this article is that of push notifications.
What Are Push Notifications?
Push notifications are messages that are sent to consumers by brands for various purposes. It really is that simple. Why have push notifications become so important? There is one simple reason: the rise of mobile devices usage. It would have been difficult to envisage even 20 years ago the ubiquitous nature of the smartphone now.
Different Types of Push Notifications
Product offers can be sent by push notification to tell the consumer about new deals or offers that you have at your eCommerce site. This is an effective method of keeping your customers up to date and also can help convert interested leads into additional customers.
Order updates are widely sent by push notification using automated systems. A message stating ‘Your Order is Confirmed’ may be followed by one indicating it has been despatched and including an estimated time of arrival. If you use some apps for this purpose, it may also include a tracking link.
Content updates are important in eCommerce marketing and can be notified in this way. Here’s an interesting statistic: 64% of customers say they would like brands to contact them with relevant content information more often. The key word here is ‘relevant’, and we will cover this in more detail later on.
Web push notifications are messages sent to a user through the desktop web or mobile web. Website push notifications are usually delivered on a user’s desktop or mobile screen anytime they’re active on their browser.
Browser push notifications are in-app messages that engage only the visitors that are active on the website.
Mobile app push notifications are similar to desktop push notifications. They are also triggered by a downloaded application on your mobile device.
Why Should I Use Push Notifications?
Engage with New Customers
Push Notifications as a Cart Abandonment Solution
It can’t be stressed enough just how serious a problem cart abandonment is in the eCommerce sphere. It’s so common a problem that it may lose eCommerce retailers billions of dollars per year across the board. So, what is cart abandonment, and why do need to pay attention to it?
Here are the main reasons for cart abandonment:
This method of challenging cart abandonment is a successful one. Because the consumer is likely to read the message, they are more likely to come back to you if you make it attractive for them to do so. Perhaps waive the delivery cost on the first order or offer a discount on their next if they complete this one. There are many incentives you can consider, but whatever you do cart abandonment is one area you need to concentrate on.
Remote Consumer Communications
On-Point Brand Messaging
Personalized product recommendations based on past purchase history have been proven to boost uptake by colossal amounts. The consumer wants to feel that you care, and by using your database of information you can take the personalized message further. One research project discovered that open rates can be boosted by as much as 400% using this method.
Arguments Against Push Notifications
Optimizing Push Notifications
The Importance of Timing
Never Too Many or Too Few
How to Structure a Push Notification Message?
The product offer message should be a concise and simple invitation to partake of an offer or deal. Keep it short and friendly, not entirely formal, and include a link that when clicked takes them to the product page and sets off the timer. This is the best way of engaging with a customer to full effect.
The order update notification is a simple message telling the customer you have received their order, have processed it, or it is on its way. The latter may include a link to a tracking option with information on the ETA. This sort of message reassures the customer you are important to them.
Content update messages were the third type we mentioned and should include information that is relevant to the customer. New products they may be interested in, for example, based upon their previous engagement or purchase history, or their location, age, or sex. This is another message where personalization is to the fore.
We should also take a brief step back to the cart abandonment problem. A cart abandonment message should ask what you can do to help and reassure the customer they are important to you, as well as offering a possible enticement for them to complete the transaction. This message is one of the most important of all and its delivery and tone needs to be timely and convincing.