Web push notification service is one of the most effective tools for increasing your lead to customer conversion rate and increasing engagement with your audience on a day-to-day basis. Digital marketing has got a new dimension to strategize and step up the marketing campaign using web push notifications. Web push notifications are personalized notifications that can be directly sent to users on their mobiles and PCs without installing any software or app.
Smart implementation of web push notifications can increase your website traffic and helps to convert high-quality leads into paid customers. Not just that, it is a fantastic channel to make a strong bond with your customers. Your biggest win as a businessman is when you turn your customers into your marketers. Innovative marketing can make your customers loyal customers. Referrals and rewards can make your loyal customers into your marketers. The successful implementation of push notifications can achieve this. But in this article, we are not going to tell you what you should do to implement web push notifications successfully, we have already made several articles on it which you should also read. In this article, we will discuss the most common mistakes businesses make and how you should refrain from repeating the same.
Sending multiple notifications in a short span
Imagine you are working in your office and your mobile is repeatedly vibrating or ringing for notifications, forget about the sound even if your mobile is on silent and when you see too many notifications from a single company, you will be annoyed, annoyed enough to unsubscribe the push notification service of that company. So it would help if you were very cautious when it comes to the number of notifications. Remember, Marketing is all about creating, communicating, and delivering the 'Value' to the customer. Your every Notification must be valuable for your customers. It must have a specific message, customers benefit, and call to action. Sending multiple notifications will deteriorate the value of your company, so think twice before sending any notification. Plan your overall notification plan and use an optimum number of messages which are enough to deliver your updates and messages, still containing enough value.
Not segmenting your Customers
Precisely segmenting your customers into different groups and making different push notification strategies for each group, considering their characteristics, like dislikes and other important factors, is the key to a successful digital marketing strategy implementation. It would help if you handled different customer segments with different approaches. Spend some time understanding your customers, monitoring their browsing pattern, shopping history, looking for what categories of product customers are repeatedly searching for, and understanding their needs and requirements. Then Categorize your customers into different segments. Once you identify your customer segments, you will be able to pitch them the right products and services to find opening rate and click-thru rate will significantly increase. Also, Value of the Notification for customers will skyrocket as they will get the relevant products and offering without any struggle.
If you have users from various countries with different time zones, then you can not send notifications to everyone at once. Some people might be working at the office, keeping their mobile silent or some people sleeping. So, it would help if you segmented them according to their respective time zones to send them notifications at different times. Also, it would help if you found that perfect time where your user is not doing anything else like working or engaged in his daily routine such that he can not spare him time for your notifications. Else, your efforts will go wasted.
To avoid this mistake, you can schedule your Notification according to the respective time zone of your customers. So if you want to send any notification at 8.00 PM, then you will need to schedule the Notification and set it to deliver according to the time zone. Thus your customers will receive push notifications at exactly 8.00 PM according to their respective time zone.
Cliche Title and Content
Since the last few years, people have become familiar with web push notification service and know how it works. So now they have become resistant to push Notification. If your notifications are similar to other companies and do not have anything that makes you unique or are using very generic messages and titles, most probably people will ignore your messages. Business needs to be one step ahead of customers so that customers must be surprised every time to send notifications. Your title and content needs to be creative and attractive enough to grab the attention of your customers. Recently, companies have started using puns, songs lyrics, and memes in the notifications to attract the customer's attention, this strategy is a quick win for those who successfully implemented it. Such kind of Notification has a higher opening rate. Apart from that, you could also use an appropriate image instead of plain text, so that your Notification will look eye-catchy. Design an image which all the details you want to communicate, make it simple and visually appealing, in this way you can increase the chances of the Notification being opened.
Not creating a proper flow
Web push notification is not just random updates and sales offer Notification. They are a very properly planned series of notifications that have very high value and potential to convert leads into customers. It is a channel to communicate and engage with customers with highly personalized messages. if you gain a customer and the next day you start sending him updates regarding sales and offers, there are high chances that the customer will straight away ignore it. Your Notification must have a definite sequence starting from the welcome message. Later, you must communicate to him the value of your services and how the user will benefit from the push notification and service you offer. Then only you can proceed with further notifications. Your customer must be familiar with your company and services; this could be done by proper onboarding notifications, which we have already discussed in a separate article on how to generate leads using push notifications. We would recommend you to read that article for a better understanding of What is flow.
No Call to Action
Imagine with proper planning and taking all precautions, you have successfully created a push notification campaign. Your content is creative and attractive, your services and products are of high quality, and you have targeted the right cohort of users. But yet your opening rate is poor, the reason might be you have not added any call to action in your Notification. Most of you must be familiar with the Call to action, but for the newbies, we would simplify this term, it is the Button that would lead to taking any action regarding the service or product. For example, you might have got any offer/sale notification below which you see the 'Buy Now' Option, it is a call to action. So whenever you are sending Notification to you customers regarding any offer/sale, discount, or new product launch, you must add an option to directly visit that page and call the customers to visit it. Moreover, It will increase in Click-thru rate (CTR) as customers see if you got something important that needs urgent action. Your Notification becomes valuable and it subconsciously triggers the customer that it is something that needs attention.
Unable to Create a sense of urgency
When you send a notification to the users, communicate something important, give them an update regarding your latest sale/discount, offer for a limited period of time, persuade your customer and convince them that they need to grab this offer before the stipulated period of time. Make them run to grab the opportunity. Surprise them with new offers, new stalk available so that they will need to rush. Create a sense of urgency in an indirect way, no user will want to lose the chance to check out the offer. Suppose you fail to specify the validity of the offer, for which time period this offer is valid. In that case, customers will easily ignore the Notification or forget that there is an important offer ongoing.
Another way of implementing it is giving them the suggestions they are looking for, for example, if you are a food delivery company then send them the Sunday morning breakfast notifications, provide them ample options, if you are a women apparels brand then suggest to them what to wear from next date. This strategy will boost your website traffic.
We hope you understood the most common mistakes businesses make while sending web push notifications. We hope you will definitely keep in mind the above points next time when you will make a strategy for the successful implementation of Web push notifications. If you think this article is helpful and learn new things from it, then share it among your colleagues and peers. If you have any query then do reach out to us at firstname.lastname@example.org