What are push notifications?

Probably each of us to some extent has an idea of ​​what push notifications are. Users are familiar with such notifications mainly because of mobile applications: having installed, for example, the application of some online store, you will be prompted to enable sending notifications. Now a lot of sites offer such a subscription.

Before clicking on the “Subscribe” button, the user probably asks questions: “Will it be useful? Anyway, what is it and how does it work? ”Now we’ll figure it out, scroll down.

The concept of push notifications

For users in this part, everything is very simple. Push notifications (for mere mortals) are small messages that appear on the screen of your smartphone or computer and which consist of a title, description and image. Such notifications usually indicate the release of new content, sales in the store, or the beginning of an event.

For entrepreneurs, everything is much trickier. These include push technology, an excellent marketing mechanism designed to actively interact with the audience of your web resource and working as a message distribution (that is, push notifications).

Types of push notifications

Let's look at the types of push notifications:

1. Mobile - notifications that come to your smartphone from applications that are installed on it. Mobile pushas also come in many forms.
2. On iOS:
   • Audio - a notification sounds when a user is notified
   • Badges - a figure appears in the corner of the application icon to indicate the number of notifications
   • Audio / Banners - a message appears on the screen of your iphone and alerts you to its sound.
   On android, things are not so simple. The official manual for developers says that on Android there is no built-in system for displaying push notifications. Simply put, notifications will be displayed as the developer wants.
   
3. PC notifications are notifications that come to your personal computer from sites and applications.

How does it all work?

So, the principle of push mailing consists of three stages:

1. Collecting a customer base.
   As was written in the benefits, this step is very simple. However, everything must be treated carefully. Subscribing to pushies is very simple as it does not require any personal data. This allows you to get an increase in new users, which often exceeds 100%. However, it should be remembered that subscription is absolutely voluntary. Therefore, there should be no imposition of goods and services at all, otherwise you will lose most of the subscribers.
2. Planning
   It happens that after 2-3 weeks from your newsletter massively unsubscribed. This indicates that there are holes in the planning and the wrong strategy has been chosen.
   To create an effective and useful mailing list for both you and users, you need to consider the following factors:
   • Time and duration of sending notifications
   • Relevance
   • Recipient display time
   • Mailing frequency
   The duration and time of the mailing is determined by the specifics of the business, and indeed to those for whom you make notifications. Consider this example: you need to notify users of a sale. The question is when to do it better. Naturally, it would be better if you send a message about the sale on a weekend. If you do this on business days, then the user may simply not perceive the information of your notification and ignore it.
   Frequency of sending is a very important point. It’s worth it to think very well. After all, and push mailing can be made intrusive. To avoid this, you need to follow the interests of the subscriber and not overload him with unnecessary information. I don’t think it will be useful to send five messages of the same type per day.
   Relevance is probably the easiest item of all. It is determined using the distribution of subscribers by group (i.e. segmentation) and statistics. All this will allow you to create a fairly cheap, but very effective and successful strategy for your campaign.
   The display time on the screen, alas, does not depend on you. This factor is determined by operating systems.
3. Analysis
   After completing the newsletter, you should analyze its results. It is necessary to carefully study the effect that notifications had on users and their reaction to them. The campaign results will show how correct the calculation was and determine the future fate of your newsletter: either continue or send for revision. In any case, it is necessary to take into account the data and experience obtained as a result of the analysis.

What is the benefit and effectiveness of push notifications?

In general, pushies are useful for any type of online business. Let's look at the three main types of web resources for which push notifications are simply necessary.

Let's start with the simplest and most obvious, namely with online stores. How will pushies be useful here? Firstly, by the fact that you can notify your customers about sales, new products, discounts and other useful events. Their effectiveness directly follows from this.

Imagine yourself the owner of an online store that has a fairly large assortment of various products. Your sales are somehow mediocre and sluggish, the money is dripping a little, and you dreamed about something completely different. You decide to activate the push notification service. Do your first newsletter and times - profits have increased several times. You liked it and you continue to receive notifications. And the customers are satisfied, and you are satisfied.

News portals are web resources that are difficult to manage without push notifications. Imagine yourself the owner of such a portal: you have a horde of good and not very good journalists who write you a lot of informative, useful and interesting articles. This begs the question: who will read them? That's it, who? You will have several hundred loyal readers who will regularly visit your site in order to learn something new. What about the rest? The rest about your portal may simply be forgotten over time. As a result, you get very little traffic. Not the one you dreamed about. Therefore, you decide to activate the push notification service. And here the same story as with sales: traffic increases at times.

Webinars, trainings, lectures and conferences cannot do without push mailing. Otherwise, their implementation is unlikely to succeed. Many users can simply forget about them. Therefore, it is worth connecting a push-notification service to your site so that your events are not in vain.

PUSH vs. CONTEXTIVE ADVERTISING

Evil statistics attack the mental health of entrepreneurs: 95% -99% of users go to the site and leave without placing an order. Horror, right? So how do you get users back to the site without paying a six-figure sum?

You should not take everything to heart, with grief, attach to the bottle and tell a sad story to the bartender about how your business fell apart. The fact is that information about visiting your site is stored in the user's browser cookies. This is where the technology of remarketing is based - technology that can return users who have viewed pages on your site.

For remarketing, you can advertise on the Display Network (Display Network). Contextual advertising - advertising that is displayed in accordance with the content of the site or its page. The most common formats on this network are:

• Text messages
• Graphic materials
• Videos
• Calls to action (do not worry, this is not agitation)

These four common formats immediately open up a huge space for creativity. However, we understand that this is both a plus and a minus.

Consider the disadvantages of this type of advertising:

• Creativity is, of course, good, but for everything you have to lay out money (which would be worth saving). Some formats of these ads will require the development of additional graphic materials - videos, banners and others.
• Honestly answer yourself this question: “What do I do with contextual advertising when I rummage through the Internet?” Yes, you don’t do anything with it, in 99% of cases you simply ignore it or you just have “AdBlock” turned on (this program also significant disadvantage of this type of advertising). But for some it is generally annoying, as it does not appear at the time and interferes.
• Your money, please - the CCM will tell you when you will try to promote your company through it. For contextual advertising, you will need a lot, a lot of money. The budget should be large, otherwise everything will go extremely slowly and sluggishly.

Push notifications are much more effective. There is this kind of push - retargeting notifications. Shortly from what retargeting is:

Retargeting is a fairly effective marketing mechanism that directs all advertising to users who have already viewed the product of interest to them, visiting the seller’s website. The main purpose of retargeting is to remind the user who has left the site that there is such and such a product of interest to him at a bargain price. Thus, you interact with “warm” customers, that is, those who remain interested in a certain type of product.

The advantage of push notifications is that you can return up to 6% of users to your site. For $ 3.5 you will be able to send notifications to a client base consisting of 1000 subscribers. Can you imagine that? You can unlimited contact with your customers, while the advertising campaign will give at least some result, while you pour banknote bags into it.

By sending push notifications, you increase user loyalty, which means that you stimulate new sales. In addition, you can analyze the results of statistics, and then send users notifications of incomplete purchases, new arrivals or favorable offers, only when the user needs it.

In general, choosing push instead of contextual advertising, you are by no means mistaken. Save money and spend less time.

PUSH vs ADVERTISING ON SOCIAL NETWORKS

In some ancient centuries, it was fashionable to advertise on social networks. But now, any competent advertiser treats them with great skepticism. Very severe restrictions and constant bans of advertising accounts make advertising on social networks the most disadvantageous and unreliable. The plus to this is the fact that you can’t control your campaign in any way. You don’t know if the message reached the end user or not.

This advertisement pushing smashed to smithereens. That's why:

• A large number of views. For advertising on social networks you pay a lot of money, but you can’t even imagine if someone sees your messages or not. With push mailing, everything is different: you can be sure that 100% of users will see your notification.
• Pushas are delivered directly to the device to the user: as mentioned earlier, they pop up on the screen of your smartphone / computer.
• Delivery of messages in one moment. If you need to urgently report something (about a promotion or sale, for example), then you can quickly send users at least a million notifications in less than a minute.

If you choose between advertising on social networks and push-mailing, then you already understand what is much better.

PUSH vs NATIVE ADVERTISING

You know, native advertising is very difficult to detect: it combines very well with content. Not very gifted users may simply not perceive it. In addition, native advertising cannot ensure the success of the campaign if the user does not interact with the site / application of your brand. But advertising should encourage action ...

With pushing everything is many times simpler. They themselves offer the user to take some action. The user will never miss a notification: he will have to poke him, even to close it. You won’t be able to scroll through it, like advertising on social networks, for example.

What about push notification services?

Ask yourself the question. But what about the services of sending push notifications.
Our service "pushmoose" provides the ability to connect push notifications to your site for free. Advantages of our service:

• Notification of a forgotten basket. You can increase sales of your store - just remind users of the goods that they left in the basket.
• Unlimited subscribers. You can turn every visitor to your site into a subscriber. And do not worry about the limits - they are not there.
• Cross platform support. You can send notifications to any devices or browsers. No additional applications are required for this.
• Direct marketing. Increase ad visibility - send notifications directly to the customer’s screen.
• Notifications of goods received and discounts. Notify about newly available items that are popular and discounts.

And all this beauty is free. Forward to register.

Conclusions

In conclusion, we can say that push mailing is a very good and effective marketing move. Push is much cheaper and more profitable than other types of advertising. It is useful for both the user and the entrepreneur. Of course, some may say that push is a young technology and not yet fully established in the market, but it has already shown its best side and has a great future in the marketing market.