5 Changes To Your Push Notifications That Your Customers Will Love

PING! In the age of push notifications from every app and every brand you associate with, it’s important to sort the most valuable from the least when deciding which to pay more than a fleeting second’s attention to and which to take action from. Your notifications need to stand out from the crowd, so if you haven’t changed them around for a while, here’s some edits to consider…

1) Less is more: tone it down

A high cause of app uninstallation is too many notifications for the consumer’s liking. Unless you’re lucky enough to be a brand that they just can’t do without, then one too many can prompt a swift and unforgiving uninstall.

To avoid this, ensure any generic (i.e. not urgent/action required) push notifications don’t pop up any more than twice a week. Keep push notifications as relevant and as personalised as possible, to hold attention and engage with the user.

2) Keep it Phone-specific

Studies show that users of different operating systems deal with notifications in different ways. On Android, push notifications are held in an inbox that will only clear once each is manually opened – so engagement and recall are high. On iOS (Apple’s operating system), once one notification is opened, all others clear.

This means that a little extra effort is required for Apple device users. Demonstrate relevancy as much as possible to keep consumers engaged.

3) Schedule everything

You know your users best – track when they’re most engaged with your app and tailor the sending of your push notifications to fit in with those times, or fit around times when you want engagement but are struggling to get it.

Avoid anything overnight, as waking people up even just once accidentally will be once too often. Even if your app users do sleep through the push notification, it’ll likely be one of a list by the time they check it out in the morning, so chances are higher that the notification will be missed or ignored.

If you can, and it’s appropriate to your product, tie in your notification message with seasonal and current events.

4) Ensure navigation is easy

A common error with app navigation is that a push notification doesn’t lead to a specific screen relevant to the content within it. If your notification requires action, make sure it directs to the screen on which it can be taken. If you refer to a specific offer or promotion, lead straight to that page. Correct screen-specific navigation will increase conversation rate.

5) Personalise

Keeping your messaging as personalised as possible increases your chances of engagement and action – but it’s just not all inserting a name in a sentence. Include information on tracked activity, geographic location, or usage habits and tie in your messaging to suit the user best. Ditch the generic message announcing your winter sale and notify users about specific items on their wish list that has just gone into sale. There’s no doubt this can be time-heavy to begin with, but will be worth the investment.


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