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Written by Joe Tully - Marketing

May 2018

Marketing with push notifications

Mobile marketing is increasingly becoming an essential aspect of any company’s overall sales and marketing strategy.

We reach our customers by sending emails, beautifully and tactfully optimised ready to rise to the call of duty like a little email soldier, mobile, tablet, desktop – its ready for action.

Emails are great, no, emails are compulsory in B2B, particularly in the current sales and marketing climate. Emails are getting smarter, slicker, and quicker, with more automated options, add-ons and features than you can shake a USB stick at, but are they the be all and end all for B2B? and more importantly are they still grabbing the attention of the new mobile B2B consumer?

What are push notifications?

Push notifications are those little pop-ups on mobile devices – one of your apps telling you something needs to, or is about to happen. They can be reminders, alerts, promotions…but the point is, we see them. App publishers can send them at any time; users don’t have to be in the app or using their devices to receive them.

From a consumer’s point of view, we don’t mind a push notification.

We choose our apps carefully, especially if we’re low on mobile memory (and I’m yet to meet someone who isn’t), therefore we accept that one of our brands from our evoked set (a group of relevant brands that a prospective consumer is favourably familiar with) is giving us information, and we act on it.

No sifting through spam or turning down those ‘multi-million-pound business opportunities’ from a village you’ve never heard of.

Biznessapps.com states that push notifications average open rates are over 90% (2017), so if that doesn’t triumph over your current email open rates, please do sign me up to your mailing list.

Although great, there are a few things to bear in mind when utilising push notifications:

  • As with any new marketing opportunity, you can’t just fire out content and hope it sticks. You need to do your research. Gather data, user engagement statistics, behaviours, and response data. Find out how your mobile communications will need to differ from your desktop communications and act upon it.
  • The message needs to be user-centric, not robotic. As you should be doing with your email marketing, make the user feel like they are being directly talked to instead of sending out a corporate sounding push notification. Your customer has taken the time to download your app, they like you, be a friend.
  • The word limit is small, but you can still be you. Push notifications shouldn’t be any more than around 80 characters but don’t forget your brand or your audience, use the same language and tone of voice you would regularly use in all your marketing communications.
  • Don’t forget to adjust as necessary. Don’t be afraid to tinker and tweak your messages to find your customers best times for open rates, content, and actions.  KISSmetrics suggests “the best time for push notifications tend to be a block between 3pm. to 8pm and again at 10pm”.

Remember, push notification messaging is a step-by-step process and needs to fine-tuned and tested based on user experience.

Mobile usage is only going to continue to rise, both with apps and mobile commerce, and as always – B2B companies needs to be ready and equipped with the latest ways to engage with their customers and potential audiences.

If you want to get started sending push notifications to your customers, contact SwiftCloud to start building your custom B2B app today.

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