Online shops and well-known brands are increasingly using PUSH messages as a form of communication. It’s a simple way with which you can collect subscribers and inform them about novelties in real time. However, when poorly managed, it can discourage users.
In this article we have applied knowledge and experience that we have gained from working with companies that use PUSH Message Marketing. Here are a few tips that will allow you to create an effective and non-aggressive channel of push communication.
1. Catchy content
A PUSH message is a short piece of information which aims to spark the interest of its recipients and encourage them to take action. However, the limited number of characters and the design restrict how much information you can provide. It is important to remember that this is not a newsletter where you would add pictures, graphics or large amounts of text.
Each PUSH message has a header and a main body of text, which you can edit. Each one has a set limit of characters, that’s why it is important to keep your message concise.
Some push messages can be sent systematically with automated set text, and others can be customised so that you decide what the recipient will read. For example, a large sports shop organising its BACK TO SCHOOL campaign can target its recipients with this creative message:
„We won’t let you leave without a backpack! Get up to 40% off”.
The effect of such a campaign can bring a CTR equal to 10% and e-commerce conversion rate of 3%. To sum up – a message specifically targeting recipients is always more effective than a basic and uninteresting message such as „Backpacks on sale. Discounts up to 40% off”.
2. Not just sales
Sales communication is effective, however the effectivness of such campaigns decreases with time and discourages users from receiving further PUSH messages, because they do not gain any other benefits other that discounts and sales notifications.
In this case, the best method would be to send out a variety of different messages, such as including information with links to interesting articles on your blog, new product launches or redirecting them to your social media profiles.
An interesting yet simple solution would be to send motivational messages such as „Good morning. Enjoy your coffee and have a good day!” – it will distract users from their everyday responsibilities and will improve your relationship with them. Remember, the recipients on the other side are also humans that will react emotionally to whatever you try to convey.
3. Too often is not always good
PUSH messages with a marketing purpose are simple to create. You don’t have to involve a graphics designer in creating content or templates, check its compatibility on different devices or test the spam filter. Creating a campaign takes no more than 5 minutes. However, there is always the risk that you will end up communicating too often. This may be seen as spam, which will result in an increasing number of people canceling their subscriptions and CTR levels dropping.
We conducted an analysis on our subscriber base and we found that in order to achieve the best results and reach the lowest level of cancellation, you should aim to send messages to your subscribers on average every other day. The time of day will be different for everyone, however even when a subscriber has their computer or mobile phone switched off, the message will be displayed the moment they turn on their browser.