These five tips form the base of a successful push marketing campaign, and are a good foundation for everyone from mobile newbies to the most experienced marketers. A quick definition for those new to mobile marketing; push notifications are an engagement tool used by mobile apps to generate visits, introduce new content, and otherwise update their users (who have opted in) in the form of a short message linking back to the app that sent it. According to a recent study, strong push messaging on average results in:
—93% higher retention rate for users receiving push messaging in the first month after download
—Long-term retention is on average 92% higher each month for users opted in to push notifications
—Opt-in audiences are much more engaged: average monthly app opens per user are 26% higher than opt-out users.
To find this kind of success with push messaging, marketers need to be conscious of their audience and approach the tool thoughtfully. By keeping the following 5 tips in mind, however, you’ll be well on your way to a successful push campaign.
1.) Be conscious of your users As detailed in the post, “Developing a Good Content Strategy,” mobile apps create an intimate relationship between an audience and brand, which push messaging can end up either further strengthening or exasperating. When users opt-in for push messaging they’re demonstrating that they trust what you have to say to them is worth reading. Keeping this trust is necessary, so be respectful of the fact that any message you send will, to a limited degree, interrupt whatever it is your user is doing. Make sure that what you’re sending is worth it!
2.) Push thoughtfully By approaching the tool as thoughtfully as you approach your content strategy, you can be confident your messages will resonate with your audience. Step back and look at what you’ll be updating in the app over the next month, and identify the content users will want to be told about. The most successful pushes tend to be based on content that’s either exclusive, time sensitive, or proximity based.
3.) Be organized Once you know which content you want to feature, block out which days you’ll send what messages, keeping track of their open rates and, if applicable, click through statistics. (If you’re using Mobile Roadie’s pro package you can even schedule push messages to go out automatically, which means less to remember!)
4.) Frequency matters Keep in mind that very rarely is it acceptable to send out messages more than once a week. If you’re messaging too frequently, your users will waste no time in either opting out or even deleting your app all together. Being organized with your scheduling makes it easier to ensure you don’t accidentally message too frequently and allows you to study analytics on your open rates to test which of your messages are the most compelling.
5.) Surprise and delight your way to success The Rolling Stones’ official app is a great case study of a successful push campaign. Their strategy includes exclusive content mixed with fun facts like band members’ birthdays. This personal touch resonates with their users because it makes the app feel more intimate. Don’t be afraid to mix some personality into your app, just make sure the tone aligns with the identity you’re trying to create!
Learning how to leverage push correctly is integral for mobile marketers interested in improving user engagement, retention, and research. While this article is only an introduction to the subject, these basics are sure to improve results for any push campaign!