Why add push to your strategy? Much less expensive than sms, simpler to send than email, push is at the crossroads of different worlds and is useful for
- Diversify your interactions with your users
- Inform about an event that takes place nearby (in time and/or place)
- Get almost immediate action from your user
Instantaneousness and context
Comparable to SMS because of its simple and short character, the push is mainly useful for contextual actions or information.
Some examples:
Example 1: The user forgets to finalize his order in the mobile application and receives a notification a few moments later that his items are still waiting for him. Even better, a promotion code can also be provided. The near-instantaneous nature of the push, both in its sending and in its reading by the user, allows actions to be taken in just a few minutes/hours to trigger a quick purchase.
Example 2: The user of your application passes near one of your dealerships, he instantly receives a Push informing him of your Open House that is taking place. Upon opening the Push, the user not only discovers all its advantages, but also has access to a map guiding him to his new destination: your store!
Of course, some prerequisites are necessary:
- The user must have installed your mobile application
- The user must be connected to the internet.
- Depending on his smartphone model, he must potentially have given his opt-in (iOS & Windows Phone).
Below is an example of the ideal user journey leading to the opt-in request. The user is informed, reassured and concerned about the notifications he will receive.
Source: Urban Airship
Set up and use
Setting up a push solution is relatively easy. There are many providers and they have guides and SDKs ready to use that you need to integrate into your mobile application. Nevertheless, in order to get the best result thanks to advanced segmentations and very fine triggers, you should have :
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- A tagging plan specific to your application. This will allow you to know the actions performed by your user in the application and use them to automatically or manually trigger push alerts to your users.
- The list of information available on your users in order to make fine selections and send the most appropriate and personalized message.
- From deeplinking ( or "deep link" ) in your applicationLike a link in an email, this marking will allow you to redirect directly from your notification to the page or section most useful to the user according to your message.
Once these elements are in place (not mandatory but highly recommended), you're at the wheel of your notification command center.
Depending on your push provider, different interfaces will allow you to easily define your target, the time to deliver your message and finally the content of your push.
Some providers also offer to connect to your existing CRM. This is where your multi-channel strategy is really set up by also integrating push. Through this interconnection (by means of an API), you will be able to globalize your marketing pressure but also multiply and diversify your contact points.
Key functions
The possibilities vary according to the different providers. Here is an overview of some classic and generally available functions:
- A/B or multi-variate tests
- Automatic management of different languages
- Dynamic and customizable landing pages
- Geozones and beacons (triggers)
- Advanced segmentation
- Automatic campaigns
- Bi-directional synchronization with your database
Your partners are also involved in this implementation
- Your agency or mobile developer It is the one who will integrate the push solution you choose in your application.
- Your push provider There are a few that offer various features at different prices. Choose the one that best suits your needs and budget. Here are several of the biggest players in the market offering complete solutions:
- https://www.accengage.com
- https://www.pushwoosh.com
https://www-03.ibm.com/software/products/en/mobile-push-notification
- But also and above all your eCRM agency who will guide you in how to integrate push into your current strategy. These experts can also help you set up a tagging and deep linking plan that is tailored to your needs. They can also help you create automatic or manual campaigns to get the most out of this tool.
More information (external references)
Some examples of retail and e-commerce campaigns: https://www.kahuna.com/resources/top-7-push-notification-campaigns-for-retail-e-commerce/
The 2015 Push Notification Guide : https://web.archive.org/web/20160421204612/http://www.mmaf.fr:80/guide-push-notification-2015-0
