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What’s a Successful In-App and Push Notification Strategy?

Around 60% of customers shut down all push-notifications forever due to its misapplication. That’s the awful truth, since that feature can bring lots of benefits when approached wisely. We’d like to share with you specific hints and tips on how to develop an efficient mobile notifications strategy. Interested?

Firstly, in the process of defining your notifying concept, it’s critical to bear in mind such aspects, as:

  • promptness;

  • a comprehensible call-to-action;

  • skills to appeal to the curiosity of people;

  • adequate and duly informing on essential things;

  • proper users’ support;

  • the ability to understand clients and their needs;

  • uniqueness & catchiness.

And now we shall get in more detail.

Introducing app notifications with prudence

For devising a workable notification scheme, one should obey the basic rules mentioned below.

# Be precise

The audience needs to understand what you’re trying to notify them about, thus, being specific is a must-have. When individuals see that a certain online service is trying to post them “notifications”, they won’t turn curious enough.

Hence, it’s vital to let customers know what exactly you’re communicating with them. Be precise: “We’d like to update you on the latest news, special discount, 30% sale, amazing bonuses… ”. We know, you can come up with your own creative ideas on the subject.

# Be customized

When having collected and analyzed details on your people’s online behavior, you’ll manage to provide them with the most fitting and appealing content. The idea is to work out the most customized messages, taking into consideration your clients’ gender, online habits, age, and many other parameters.

Being individualized is significant to create a successful app. For instance, the Beats Music service takes a look at its audience playlists to provide adequate notifying solutions.

# Be appropriate & topical

Notifying frameworks shall serve to support your clients, providing individuals with recent relevant updates.

It wouldn’t be smart to notify customers of every single change in your service, otherwise, you’ll succeed in annoying your people. In fact, persons might even decide to deactivate notifications entirely, or to remove that online application.

# Be location based

Don’t lose benefits location based notifications offer, meaning, geo-targeting possibilities to personalize the content.

Clients’ location factors could be taken advantage of in diverse ways. For instance, you could apply for GPS data to determine who of your users is passing by your store to send them individualized messages. Just like this!

# Be timely

It’s crucial to stay restrained while designing an in-application notification network. Such an approach is to include the following 3 aspects:

  • The right moment

It’s not wise to advise clients to allow notifications after they just install a service. At this point, your app hasn’t gained your audience trust, so the chances that people will refuse that recommendation is pretty high. It’s important to give customers some time to become familiar with the platform and its perks.

  • The appropriate timing

Customers won’t appreciate messages asking to take, let’s say, a survey while they’re trying to place their orders. Moreover, the majority of users wouldn’t enjoy any kind of notifications in the dead of night.

To figure out the perfect timing, it’s better to observe your clients’ online behavior to determine a good moment to send notifications. Maybe, after-lunch time would be just fine.

  • The correct dosing

Excessive messages aren’t good. The audience won’t enjoy receiving multiple messages over a short time. It would make more sense to group a few messages to be sent together. Quality shall come first, not the quantity.

# Be well-organized

All activities must be planned properly. You’ll need to predict every step your customers could take to get ready for everything.

Let’s imagine you decide to make reference to a specified product/service while sending notifications. In such a case, you’ll need to open a specific screen describing that product or service after people tap your message. It would be unreasonable to open a service main screen forcing people to search for details on the item mentioned. In-application/push notifications won’t work this way.

# Be non-obligatory

There exist diverse factors causing clients to switch off notification framework, say, bad timing or wrong content, etc. You won’t manage to avoid such situations completely. It just can happen.

If clients decide to disable notifications, you won’t stop people, since you can’t force them to do what you want them to.

Deactivating procedures shall be easy and smooth, so users don’t have to take needless steps. That’s how you show your respect to your audience.

# Be safer

Make sure you efficiently secure your clients’ private details. Your task is to male every effort to ensure data safety. Failing this, people will lose credibility in your application.

Users aren’t really willing to share their personal info, so don’t ask them to, unless it’s actually required. You must be careful, since in some cases when app owners ask the audience to leave their phone numbers/emails, people might decide to cease any further communication with that service.

# Be agile

To develop decent practices as to your notification setup, it might take you trying new approaches and testing fresh methods to establish win-to-win communications with clients.

Stay flexible to be successful. Try different styles to determine what messaging strategy would work best for your solution. Have you thought of conducting A/B testings or something else?

Maybe it’s a great idea to adjust the distribution time, or modify messages themselves, explore the reviews, process data obtained from various sources, and the like. Such an analysis will show you some weak points to improve.

Enhancing your in-app messaging:

  • Let the audience change ringtones of messages making them unique and recognized aurally.

  • Gamification elements shall make it better. Let’s say, you could reward with certain points individuals showing great results, as Bussu does.

# Be smart

Remember to take advantage of statistical data. By analyzing different benchmarks you’ll see what to upgrade to better users’ experience.

You could apply a few of the indicators below:

  • the time users spend in the application after opening it;

  • the most efficient kind of messages;

  • the most frequently applied messaging settings;

  • the percentage of clients opening a service thanks to in-application messages;

  • the distinction in online habits of Android & iOS audience.

You’ll manage to come up with other metrics to monitor.

So, if you decide to follow up our recommendations mentioned above, believe us, you’ll be satisfied with the outcomes of your in-application & push-notification strategy.

My name is Anastasiia. I’m a writer for Agilie. I’m working closely with the mobile and web application development, so I often write tips on the development process optimization, various design solutions, and relevant business cases.
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