How to Optimize Mobile App Notifications to Achieve Higher Engagement
Updated: Dec 3, 2019
Obviously, you want users to stay engaged with your business.
One of the most important ways to do that is to send them updates and reminders via texts, emails, and push notifications.
But, it’s important to ensure that you are staying in the optimal window of contact.
By that, I’m saying that you can both under and overdo your notifications.
You don’t want that!
It’s a delicate balance.
If you don’t send enough alerts, customers might very easily forget about you.
You know this, of course.
The marketing game has always been about making sure that your ideal consumer is frequently seeing your stuff.
Often, people don’t pull the trigger on a purchase the first few times they notice you.
Guess what people hate?
Being over notified.
Sending too many notifications can absolutely kill your marketing efforts.
More than 75% of millennials say that they delete mobile apps because they get too many notifications.
In fact, it’s the number 1 reason why apps get deleted.
Turns out, you can take a leaf out of the book when it comes to most social media platforms and financial institutions.
Statistics say that these two categories perform best when it comes to sending the ideal amount of notifications.
About 30% of users say that financial institutions are the best at digital communications.
25% say that social media platforms do it best.
The top companies are Facebook, Bank of America, and Wells Fargo.
So, take a look at the frequency and relevancy of applications like these to get a sense of pacing and volume.
So, what are the best ways to approach push notifications for your mobile app?
Let’s take a look.
Let’s return to the topic of relevance.
Proper segmentation ensures that you are compartmentalizing the customer journey in order to cater to each user.
For instance, if you’re targeting cart abandonment, you don’t want to ping users that have nothing in their cart.
Those users are at a different stage in their buying journey.
Segmentation personalizes the user experience, engaging with them at each step.
Relevant notifications matter!
With geotargeting, you gain proximity relevancy.
This allows you to send your users a notification if they are near a local brick-and-mortar that is relevant to you.
So, if you were Bank of America for instance, and you had a hot new credit deal, you could ping any user that is within a 5-mile radius of a Bank of America.
This is a great way to pace yourself when it comes to sending notifications, as it is dependent on the user’s location, and isn’t structured to just randomly send out.
Of course, if you don’t own a brick-and-mortar business, geotargeting will not matter as much.
But location is still important for targeting demographics, so you can still keep this kind of strategy in your trick bag.
Know when to pull back
At the beginning of someone’s buying experience, you’re still trying to capture their attention.
So, you can get away with sending more notifications at the beginning.
At a certain point, you’ve grabbed their attention, and then excessive communication can get quite annoying.
One useful strategy is to structure more notifications to be sent out at first, but then pulling back overtime after that initial awareness of your brand has been established.
It’s all in the timing
Keep timezones in mind, and keep track of when your users are the most open to communication.
You don’t want to send them something in the middle of the night or in the midst of the workday.
Generally, lunch and dinner hours work best.
But, it varies depending on your demographic, so make sure you’re paying attention and only sending notifications at optimal times.
Personalizing notifications is a great way to make your customers feel like you care.
When you establish this kind of relationship, you build trust and loyalty.
Make note of their preferences, what they’re looking for, and who they are.
Cater your notifications accordingly.
Use multiple channels
Mobile notifications are not the only way to reach a customer.
Browser notifications are increasing in popularity, and don’t neglect text and email.
Did you know…
Marketing campaigns that solely rely on push notifications increase customer retention by about 71% when sending about one notification per month.
Campaigns that use a second channel increase customer retention by 130%.
This is a good way to prevent push notification spamming.
For instance, you can send them one push notification, one text, and one email.
When communication comes from different sources, the customer doesn’t feel so bombarded.
Plus, they may pay more attention to a certain channel.
This gives you more of an opportunity to grab them where they’re paying the most attention.
Capitalize on variety
Make sure that you aren’t sending the same push notification over and over again.
Nobody likes another nail in the coffin.
Get creative with your notifications.
Have a nice mixture of things like reminders, sales, limited-time offers, company updates, and anything else that you can think of!
Finally, you can always ask permission to send push notifications, and you can give your mobile users a variety of options.
You can ask them if it’s okay to send notifications, and what kind of notifications they would like to receive.
This is another way to show users that you care about their experience.
People are much more likely to respond well to notifications if they asked for them to begin with.
Hope that helped!
As technology gets better and better, we get the opportunity to deliver more and more options to our users.
As long as you ensure that you are communicating with them directly, clearly, and with the right frequency, customer retention will be a piece of cake.
At GrowSalesIQ, we exist to grow your customer acquisition, repeat purchase, and ROI with mobile marketing services such as omnichannel marketing automation, B2B lead generation, and custom-branded mobile app development.
Contact us to find out more about push notifications and schedule your free demo today!