Web push notifications is the new MUST have for marketing teams. Be it e-commerce, local news, every one is hopping on the bandwagon. Push notifications are now becoming an integral part of marketing stack, especially in E-commerce.
While your users are still getting used to receiving push notifications on their browser, extreme caution should be taken while pushing notifications. Notifications give marketers the power of interruption and it must be used responsibly. As you finalize your notification copy and creative, ask yourself three simple questions before you hit the send button -
- Who will benefit the most from receiving this notification? In other words, Is the worth interrupting the user with this piece of information.
- If yes, how crisp and simple is the content of the notification
- If the answer to both the question is yes - question the time at which you are planning to send the notification. In other words, is this the best time to interrupt the select set of users with this highly relevant content?
Sure, you want clicks! Everyone using web push notification on their commerce site does. But gone are the days when you could summon user attention. If someone shows interest in receiving notifications from you, you should in return respect their privacy and not bombard them with notifications every now and then at every possible chance you get. In short, what I mean to say is that - attention should be genuinely earned. In this post, we will be discussing simple strategies which will help you nudge your subscribers and trigger a buying action.
# 1 Actionable words
Yes, the most obvious one!
Using direct actionable words can easily increase your click rate by a factor of 2-3% (Disclaimer - in 99% of the cases). Words like ‘Click now’, ‘Click to Get Your Code’, ‘Click to Know More’, ‘Read more Here’ can highlight the action that you want your subscriber to take.
Here is a video that we put together recently on what you should be doing to get your copy right.
# 2 Generating a Sense of Urgency
Is it a limited offer? Perhaps about to end in a few hours? Maybe the last few pieces left in stock? You can use these well defined situations in an e-commerce conversion funnel and capture the urgency of the moment.
- In Stock Status
- Life of Current Price ( aka Dynamic Pricing )
- Delivery Times as per your user's location
Words like Hurry, Limited Period Offer, can establish a sense of panicky urgency in the minds of the subscribers, making them take action now instead of just ignoring and taking action later.
# 3 Best Foot Forward
The highlight of your notification – Your Notification Title. Lead with an amazing Title, something irresistible which will arise curiosity in the reader’s mind, getting them to click and see what’s there on the other side of the notification.
# 4 Making it all about the benefits
Your notification should showcase to your user what they will gain and what they might be missing on if they do not take any action.
# 5 Address the User. Make it about them and not you or your product
Remember the Vodafone campaign - Power To You. Address your end user from the word get go and you will be able to strike a chord with your end user.
# 6 Getting the timing right
It’s like an unsaid rule not to bother people at the wrong time. Sending notification at the wrong time will not only rule out the chances of you getting that click, it will also make the user unsubscribe. So think wisely before hitting that ‘Push’ button.
# 7 Use your Logo and Leverage Your Brand Recall
'A picture is worth a thousand words'. As much as your notification title and message should be eye catchy, adding a bright icon related to your notification content will simply just increase your chance at getting that click.
For many, using different icons for every notification might not be possible. At that point it’s always advisable to use your logo than use nothing at all. The idea behind this is - A logo is to a business as your face is to you. It is how your brand is recognised. Your logo allows your subscribers to identify and connect with your notification.
# 8 Use Emojis’. Yes, they work. Almost always.
Yes, Web Push Notifications support emoji’s. Here’s a thing about Emoji’s - users love them. They trigger a very soft emotion, bringing the user one step closer towards interacting with you.
# 9 The Power of Choice
Who doesn’t love options?
Allowing your subscriber to choose between 2 options will let them think that they are in control. If someone isn’t interested in Option 1, they might go for Option 2. Either ways, you are bound to get your click.
# 10 Being Relevant
Let’s take an example here to make this more clear: While travelling back home from work, I receive a notification about ‘60% off on Men’s Shoes’. Do you think I would be interested in that offer? Chances are highly unlikely. However, if I receive a notification about the same ‘60% off on Heels’ , the situation would be pretty different.
These are just a few examples of some 'clickable' notifications we’ve seen from our clients.
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