Push Notifications – The non-email communication vehicle

push_bannerThe amount of emails that the average person receives on a daily basis is increasing.  Full Inboxes with hundreds of unread emails is a common occurrence and companies across the globe are rapidly moving towards the adoption of The New Messaging Mandate. Published in January 2013 The New Messaging Mandate described the importance of turning email into a  “multichannel conversation that includes a number of non-email communication vehicles.”  What they were describing was the ways in which companies can get their messages directly onto consumers’ devices, be it their laptops, tablets or mobile phones. One of the emerging channels included in this report was Push Notifications from mobile applications.

Recent research shows how push notifications leads to:

  • 540% increase in daily app opens
  • 3x faster response time than email
  • 30% increase in social sharing on Facebook and Twitter

These figures show, when used effectively, Push Notifications achieve higher engagement results than popular channels like email.

Companies large and small are sending eye-catching Push Notifications, which have been proven to reach customers where they are: on their mobile devices. Push Notifications are easier to send than email, and they don’t end up in spam boxes. Studies show that nearly 100% of text messages are opened and responded to within 60 minutes. By providing useful, up-to-date information for your customers, Push Notifications encourages engagement.


AccTech eWorkflow 2013 Push Notification

What Are Push Notifications?

Push notifications are little reminders that pop up on the device to let the user know about a message from the app. These little messages are discreet, non- invasive and are a powerful communication tool if used effectively.

Mobile device applications Push Notifications help to attract new customers, increase engagement and drive conversions, and will keep the user coming back.

Target your audience

The key to getting notifications right is giving customers information they want. When a push notification is sent to a user’s device, their day-to-day activities are being interrupted. If the message doesn’t add value to the user’s day or include a compelling call to action, you aren’t going to draw them in. Push notifications should provide value to the end user and be used to build a long term relationship. But if you’ve got a high-value, customer-focused app and push notification strategy, you can deliver rich content to customers.

Benefits of Push Notifications

  • Engage with your customers more frequently
  • Keep customers informed and connected
  • Guide customers to your business
  • Drive traffic to your website
  • Rich media-friendly, unlike email. You can send video, audio, forms, and maps.
  • Lower cost and better tracking than SMS.
  • No cost to the customer for rich media, unlike MMS.
  • Target to events and times when most users use your app.
  • Notify users when a message is waiting, creating an in-app inbox.
  • Incorporate users’ location to deliver relevant content.



User preferences

Users should be educated on push notifications as soon as they open the app. Give users the decision to opt in or out of notifications, and those who opt-in can be directed to define their preferences further.

Letting the user choose which notification types they want to receive will make them more likely to opt-in. As long as you are sending users relevant messages that add value, they will be willing to be interrupted.

Audience segmentation

As well as using in-app analytics, you can also integrate your app with CRM systems to gain data on your users. This means audiences can be narrowed down into different user groups based on historical habits.

If a certain group of users frequently purchase books by a specific author, you can send out a targeted push offering a discount on the author’s latest title.


Source:  http://www.forrester.com/The+New+Messaging+Mandate/fulltext/-/E-RES61144