Using Push Notifications for Mobile Marketing: Dos and Don'ts

July 17, 2023

Written By

The Via Team

image of push notifications

Let’s talk about push notifications. Statistics show that with an impressive 90% deliverability rate, push notifications leave email marketing in the dust, achieving click rates up to 7 times higher. But, how do you take advantage of this statistic without being well…pushy? In this article, we are going to discuss the dos and don’ts of push notifications and how to keep your customers engaged with your brand. 

The Dos

Personalize and Segment Notifications

One size does not fit all when it comes to push notifications. Personalization is key to capturing the attention of users. Utilize data-driven insights to segment your audience based on their preferences, behavior, or demographics. Tailor your push notifications accordingly to make them more relevant and compelling to individual users. This approach will significantly increase engagement rates and drive conversions.

Provide Value and Relevance

Push notifications should offer value to the user. Whether it's a special discount, relevant information, or exclusive content, ensure that the message is timely and useful. Users are more likely to engage with notifications that offer something of value to them. Craft messages that align with their interests, previous purchases, or browsing history. This way, you can establish a sense of relevance and increase the chances of conversions.

Optimize Timing

Timing is everything when it comes to push notifications. Sending notifications at the right moment can greatly impact user engagement. Consider factors such as time zones, user behavior patterns, and the nature of your message. Avoid sending notifications during inappropriate hours, as it may lead to user frustration and opt-outs. Use data analytics to understand when your users are most active and receptive to receive notifications.

A/B Testing

A/B testing is a powerful technique that allows you to experiment with different versions of push notifications to determine what works best for your audience. Test various elements, such as the message copy, call-to-action (CTA), visuals, and timing. By analyzing the performance of different variations, you can optimize your notifications and increase their effectiveness.

Opt-In and Opt-Out

Respect your users' preferences and privacy. Provide clear and concise opt-in options during the onboarding process. Allow users to choose the type and frequency of notifications they wish to receive. Additionally, make the opt-out process simple and straightforward. Users should be able to unsubscribe easily if they no longer find value in your notifications. Building trust and respecting user preferences will foster a positive relationship between your brand and your audience.

The Don'ts 

Overload with Notifications

Bombarding users with a high frequency of notifications can lead to annoyance and eventually result in opt-outs. Respect your users' attention span and avoid excessive messaging. Instead, focus on quality over quantity. Send notifications that truly add value and limit the number of messages to avoid overwhelming your users.

Irrelevant and Spammy Content

Avoid sending generic or irrelevant content through push notifications. Messages that do not resonate with the user's interests or needs are likely to be ignored or considered as spam. Ensure that your notifications are carefully tailored and offer a personalized experience. Delivering spammy or irrelevant content can harm your brand reputation and lead to negative user experiences.

Lack of Clear Call-to-Action

A push notification without a clear call-to-action is a missed opportunity. Your CTA should be concise, compelling, and guide users towards the desired action. Whether it's visiting a website, making a purchase, or engaging with a specific feature, a well-crafted CTA increases the chances of conversion. Make sure your CTA stands out within the notification and is easy to understand and act upon.

Neglecting Analytics and Performance Metrics

To gauge the success of your push notification campaigns, it is crucial to track and analyze relevant metrics. Neglecting to measure the performance of your notifications can result in missed opportunities for improvement. Monitor metrics such as open rates, click-through rates, conversion rates, and opt-out rates. Use this data to identify patterns, understand user behavior, and refine your push notification strategy accordingly.

Ignoring User Feedback

Your users' feedback is a valuable resource for enhancing your push notification strategy. Pay attention to user reviews, comments, and suggestions. Analyze the feedback to gain insights into what is working and what needs improvement. Engage with your users by actively responding to their feedback and addressing their concerns. This will not only help you refine your push notification approach but also foster a sense of trust and loyalty among your audience.

To Sum Things Up

Well, there are the dos and don’ts when it comes to push notifications. When in doubt, remember the customer experience. What will keep your customers engaged, informed, and not overwhelmed? Many times, less is more! If you need more help on your mobile marketing strategy, Via is here to help! We specialize in mobile marketing and SMS. Request a demo and start driving results for your brand today!

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