Push notifications, how not to turn a channel into spam?
Push notifications - messages similar in composition to a tweet that come to the user's desktop if he is not on your site. The message contains up to 140 characters of useful text, including the title, logo of the site and a large picture or additional buttons.
To agree to receive notifications from the site, you do not need to enter your personal data, unlike other methods of interaction, which gives a high degree of audience involvement. On average, 10% of unique users allow pushing. All recipients are living people, the technology guarantees the absence of bots.
Due to the high percentage of visibility and delivery speed, this channel may become indispensable in brand communications, but its irrational use can turn the entire strategy into annoying spam.
Simple rules for good posts in which your service should help.
Keep track of time.
Advanced services for sending push messages allow you to segment recipients by a large number of parameters, starting from the time zone and ending with the frequency of visits to the resource. Fine-tuning the time of sending and using the function “send by local time” minimize customer annoyance. Agree, getting a message, even from your favorite brand, at the beginning of the fourth morning is not at all what you wanted.
You should not happily inform all your customers about the start of a sale for specific categories of goods. For example, men will not be very interested to know that the epilator has thrown off half the cost, well, or not all men. To avoid such situations, accurately segment the recipients, due to the providers integrated in the services, audience filters.
Ability to create segments based on various conditions:
will help you to make the right choice of a tool for newsletters
- pages visited
- viewed categories
- location (region)
Use predefined scripts.
The best notifications are accurate and timely. It is extremely difficult to achieve the specified characteristics when sending manually. To do this, there are ready-made scripts that you can configure as you wish in the tool used.
An abandoned viewing of a category will make it possible to return a visitor who is in the process of selection, due to additional advantages on the products of this niche.
An abandoned basket, which, according to recent studies, has more than 70%, will return your buyer to the purchase structure, you only have to offer something special at the end of the purchase from you.
Quick scenarios today show the maximum conversion and if the solution you choose does not support such interaction options, you should consider replacing it.
Do not send ads in pursuit of additional income.
Giving permission to subscribe, the client expects exclusively useful and special content, and not additional advertising, which is already full of almost every page on the Internet. Sometimes such mailings can occur without your knowledge. In order to avoid such situations, carefully study the offer of the provider you have chosen for the subject of: transmission for analysis or sale of data, the possibility of advertising mailings or the transition of the subscriber base in favor of the service, upon termination of the contract.
Do not be fooled.
Do not use intrusive subscription forms that do not allow you to refuse or view the resource without consent. Such scenarios can easily lead to restrictions on the part of search engines.
In conclusion, I want to formulate simple and understandable principles. No automatic algorithm or script can replace common sense. Do not send what you would not like to receive yourself. Take care of your subscribers and their privacy.
Good sales and high conversions.