Digital Marketing is all about delivering your marketing messages. Or I can say, it’s about delivering the right message, to the right people, at the right time, at the right place.
While many marketing and copywriting techniques are timeless, it’s an industry that is ever-evolving as we learn new things or, as in this, new technology is developed.
Web push notifications represent the latest innovations in communicating with your customers. They build on the experience of the services that came before it like SMS, email, and application push notifications. The result has been a unique and powerful channel, ready for marketers like yourself to tap into.
- What Are Web Push Notifications (WPN) Exactly?
- How it works:
- Permission from users
- Create and send messages
- A few tips to create good notification to attract users:
- Users see ads from you
- Why Use Web Push Notifications?
- Real-Time Communication
- Cheaper and Easier to Implement
- Natural, Native Delivery
- Simple, Intuitive Engagement
- No Personal Information Required
- The Challenges of Using Web Push Notifications
- Starting from Scratch
- Can’t Be Stored or Searched
- Requires SSL
- Managing everything
- Monitoring Metrics
What Are Web Push Notifications (WPN) Exactly?
Web Push Notifications, or WPN, live in an interesting middle ground compared to the other popular marketing channels. They allow users to subscribe to notifications from a specific website through their browser.
How are they different from other web notifications? Easy. They push – just like any app notification on your smartphone.
But what does that mean? Unlike traditional web notifications, which require the user to keep the web page open in order to receive notifications, WPN can be delivered at any time regardless of what tabs are open. The only two requirements are that they’ve consented to receive notifications and that they have their internet browser open in some capacity.
With those two criteria satisfied, you can send your customers notifications all day long (though we recommend being a little less annoying).
They also work on some mobile browsers like Chrome and Firefox. When a user subscribes through their phone, the notification appears in the notification tray just as any native app would. Unfortunately, at this time, iOS doesn’t support WPN and while it does seem to be in the pipeline, there is no clear sign of when they will available.
How it works:
Web push notifications are browser-based and require a few different steps to implement.
Permission from users
Because notifications happen off your site, you will need to get users’ permission to send them notifications after they leave your site. The most common way to do this is an opt-in box. This gives the ‘ok’ sign for web browsers to deliver messages sent from the server of the web push notification service you prefer. The users details are stored in the backend of the server.
As mentioned above, the first step to implementing any WPN strategy is getting subscribers.
Ironically, this is one area where I constantly see marketers screwing up. Taking the easiest and laziest route will only get you poor and dangerous results.
Since the browser is responsible for delivering the notifications and there is the potential for spam and abuse, companies like Google and Firefox tightly control the inflow of new subscribers.
Try to fit the browser’s default prompt into your flow as naturally as possible.
Create and send messages
From your web push notification dashboard, you can create your message, track users who have opted in, and schedule your message. Once you send, your server pushes the message to your web notification service via API call, which pushes it to the appropriate browser and user.
Push Notifications normally have 4 elements – the title, the message, the URL and your logo. The character limits for each of these tends to vary from platform to platform, between 40 and 120 characters for the message.
The URL represents the destination you’ll be sending users to once they click on your notification and your logo helps customers quickly identify where the message is coming from.
Since you have so few characters, your objective is to spark interest and demonstrate value right out of the gate. Ask a question or provide a punchline. Use anything that makes them want to know more, but provides enough information so they can decide if it is relevant or not.
A few tips to create good notification to attract users:
- Straight to the Point: Avoid asking questions or statement which will confuse users and make them think twice. Rather just state that what is that notification about.
- Less is More: only 148 characters are allowed, make the most out of it. Write catchy lines that the audience wants to see in a notification.
- Create Urgency: If there is a limited time sale, users will fear possible loss and most likely will click on it.
- Proofing: People will validate your content on your website before paying anything, so tell them upfront that already so many people have bought products or services and there’s a ton of positive reviews as well.
- Timing: Calculate when your subscribers receive your notifications will have a major impact on all of your metrics. To time your push notifications the right way, you need to know your target audience. Take a good look at your website’s analytics sending on workdays in the afternoon is generally a good idea.
- Frequency: Even the right message can get boring if you send it too many times. People don’t like being spammed and if they receive too many push notifications from you, they’re very likely to unsubscribe.
- Segmentation: If you’re sending the same message to everyone, you won’t reach anyone. You need to send highly personalized messages. Some of the most basic types of segmentation include segmentation based on the device type, location, and the URL the subscriber came from.
Users see ads from you
Messages reach opted-in users’ browser and the browser which presents it via a client service worker.
Why Use Web Push Notifications?
At first, it might seem like WPN are just like any other channel and their place in marketing not obvious. But they provide some considerable advantages when looking at the main alternatives.
One of the biggest benefits is real-time communication. Especially in e-commerce, the speed of communication is becoming increasingly important to consumers, both consciously and even subconsciously.
This allows you to serve time-sensitive notifications exactly when you want to engage with the user. Perhaps you want to solicit feedback quickly after providing a service or you want to send a special 8-hour promotion in the afternoon. The user will get your message within seconds.
This is very different from an email where it may take users hours, or even days before they see your message. This, accompanied with the fact that our inboxes are more overloaded than ever is why some are claiming email’s days as king are coming to an end. It’s not going away, but you can’t keep relying on email the way you used to.
Cheaper and Easier to Implement
Web push notifications are much cheaper. While other push channels provide you with a similar control, WPN distinguishes itself as being cheaper and easier to implement than most. We’ll get to how you can use them soon, but you’ll quickly see it’s much easier than building your own native application. In fact, it can be as easy as setting up your email list was!
Natural, Native Delivery
Another key strength is that you’re reaching out to customers in a natural, native environment. Whether it’s their phone or desktop, you don’t need them to log in anywhere or do anything special to get in touch.
This low-friction delivery is what contributes to WPN’s extremely high “open-rate,” or view-rate, which is the percentage of subscribers that actually see your message after it’s sent.
For every 10 people that receive a push notification, three will head to your website. This is incredibly good compared to email, for example – which gets an average click-rate of 1-2% per email sent.
Simple, Intuitive Engagement
If you’re into email marketing, you know how complicated it is to set up a funnel and segment your mailing lists to get the best open and click-through-rates. With web push notifications, there is usually a single snippet of code and you’re good to go. Usually, you can do it on your own, without any knowledge of coding.
Engaging with the notification is frictionless too. All users need to do is click on or tap your message to launch your website or other content. This helps distinguish from channels like SMS which are much more difficult to engage with due to the platform’s closed-nature.
No Personal Information Required
And last but not least, web push notifications are growing in popularity because they allow you to communicate with your customers without requiring their personal information. No need to persuade them to hand over their phone number or even their email address. All they need to do is give you permission to contact them throw their browser.
Since the browser handles all the delivery and settings, customers reluctant to trust you with their private contact information may be more willing to subscribe to notifications.
The Challenges of Using Web Push Notifications
But web push notifications aren’t all rainbows and the sunshine. There are some limitations you’ll face when relying on WPN. Let’s take a look at how those limitations stack up against the competition.
Starting from Scratch
Unlike some marketing channels, WPN do not have a way for you to add subscribers by yourself. This means you won’t be able to port over your email list to get started. You’ll need each customer to opt-in from scratch.
That means it may take some time before you have enough subscribers to really justify your ROI, but remember, marketing is a long-term game. If you are consistent with it, you’ll get there soon enough. Use this time to learn and experiment with the subscribers you have so that once it reaches critical mass, you’ll already be on your push-notification A game.
One quick tip – email your list to let them know you’re rolling out push notifications. Tell them why and how this new channel will improve their experience. Priming your readers to look out for this update will make them more likely to opt-in when they visit your site the next time.
At least you know those who do subscribe will be fresh, engaged users.
Timing is always important. But because of the real-time nature of your notifications, it becomes mission critical here. You need to send the notifications when your customers are most likely to read and engage with you.
That means when they’re online and not too busy. Try pinging customers to tell them about your 2-day sale at 4:00 AM and see how well that goes.
This may all seem obvious at first, but many people forget to think about time zones. While it may be no big deal for an email to arrive at 6:00 PM in New York and 3:00 PM Los Angeles, it can be a huge buzzkill for WPN.
You’ll also want to think extra hard about the type of content you’re delivering. Try catching them with inspiring content in the morning or funny laughs in the afternoon. Send your promotion out right before lunch hour to make sure subscribers have a few minutes to check it out during their break.
But if you notice, while it can be a pain to have to put even more thought into your scheduling, this also gives you much more control over when your readers will actually see your message.
Can’t Be Stored or Searched
This is probably the biggest downside to any type of push notification. They can’t be stored, searched, or accessed by the subscriber later like email can be. This means that if your customer doesn’t have time to check out your promotion until tonight, they may forget about it completely or lose the coupon code you sent them.
However, there is a silver lining. This instant, but temporary, lifespan allows you to leverage urgency, a powerful psychological trigger that pushes readers to take action based on their fear of missing out on an opportunity.
If your site isn’t secure (displaying https:// instead of http://) with an SSL certificate, you will not be able to use it to send web push notifications. While it’s not too complicated to get your site secured properly, the cost and effort may be a deterrent for some.
The silver lining here? You really should have your site secure anyway for SEO purposes. If using WPN is what pushes you over the edge to finally get your SSL certificate, then I have no regrets. Sorry, not sorry.
You’ll need to be a bit technical to implement web push notifications on your own. But there are many services like NotifyVisitors and OneSignal that can help you implement them. Both are free to start and PushEngage promises to keep it that way as long as you’re a customer. They only upsell you on support and services.
For those of you running on WordPress, OneSignal also has a completely-free plugin to implement your push notifications.
The benefits of using a tool like this extend well beyond easier implementation. Many functions as push-notification CRMs so that you can track and segment your audience as you would in GetResponse, Drip, Aweber, MailChimp or any other decent email CRM out there.
Another great benefit of using a platform like this is they allow you to set up and modify automation rules and notification drip campaigns more easily.
It’s important to track your campaigns’ success. That’s why it’s important to keep an eye on your key marketing metrics and tied them to specific business goals. Don’t just look for a high CTR, which tells you people are interested in your offer.
Make sure to use UTM parameters to track the traffic entering via push notification. Then track how those users behave once they’re on your site and if they’re converting the way you’d like (sales, leads, shares, whatever moves the needle). Using UTM tags, you can track how effective your push notifications are.
Once you start collecting data on your campaigns, use that information to tweak and optimize the next batch.Conclusion
Web push notifications may be the fastest-growing marketing channel of today. This is because it has some clear advantages over its predecessors.
But, it’s important to keep in mind that every channel has its advantages and its place (yes, even print advertising). So don’t dump your email list just yet. WPN can and probably should play a key role in your long-term strategy. But make sure to play on its strengths and supplement its weakness with different channels.
As our society and markets become increasingly complex it’s only going to become more and more important that we focus on maintaining multiple touchpoints with our customer base.
Last but not least, the only true way to get better at any type of advertising is to test, and test as much as you can. The road to improvement means testing every factor, from the timings and creatives to the frequency of the notifications.
Web Push Notification is a great way to communicate with the audience, but you can reach many new contacts since It doesn’t require their Information for the notification to be delivered. You can increase sales performance by sending personalized offers linked to product pages. Now you know a lot about the Web Push Notifications. If you any more information about the topic, please write a comment and lets share knowledge.
PushPush.io gives a modern-day advertising platform where a company or website owner can use push notification to monetize their web traffic and the advertiser can send notifications to their targetted audience, wherein the users grant permission to receive such messages.