What are internet push notifications and the way do you have to use them?
From Kelly Forst January 20, 2021
Web push notifications are a unique addition to your email marketing strategy. Learn what they are, how to use them, and where they fit into your marketing plan.
What do successful marketing strategies and breakfast have in common?
Answer: The best involve variety.
Think about it. A healthy breakfast means eating a variety of foods – fruits, toast, eggs. You need a wide variety of foods with different nutrients to keep your body strong and healthy.
A healthy marketing plan also needs variety. To be successful with marketing, you need to use various tactics and testing strategies to find out what works for your business. You can't just go into one thing.
Side note: when you hear this is the only tool you need, turn around and run it the other way. Always be skeptical of tools or strategies that promise everything. Small business influencer Rieva Lesonsky talks more about this on The FWD: Thinking Show.
So what can you do to diversify your marketing strategy?
Enter: web push notifications. In addition to delivering updates to your target audience, push notifications allow you to drive traffic to your website or landing page, build your target audience, and grow your business. Plus, they work great with email marketing.
Read on to learn all about web push notifications and how you can use them to complement your marketing strategy.
What are web push notifications?
Web push notifications – also known as desktop notifications or simply push notifications – are short, one-time messages that are sent directly to a subscriber's desktop when a browser is open.
Web push notifications are sent to people who have signed up to receive messages from you. Once signed up, subscribers no longer need to be on your website to receive a push notification.
They're usually displayed in a corner of your desktop or laptop screen and are used to draw your audience's attention to exclusive offers, offers, promotions, or even freebies.
The goal of push notifications is to bring your audience back to your website or landing page and take the appropriate action.
What is the difference between a web push notification, an in-browser notification, and a mobile push notification?
A browser notification is another form of online messaging aimed at active website visitors when they are active on your website.
Mobile push notifications are the types of notifications that appear on a mobile device. These messages are sent to a user's phone and displayed on a lock screen. When a user opens a push notification, the user is redirected to the app that sent the message. Similar to web push notifications, users can enable and disable the receipt of notifications.
However, this guide covers everything you need to know about web push notifications. They differ from in-browser notifications and mobile push notifications in that a user does not have to be on the website to receive the push notification. This is how marketers can reach users when they are not actively engaged on a website.
Why Marketers Should Use Web Push Notifications
Marketers use web push notifications to build, inform, and retain their target audience. Web push notifications grab subscribers' attention no matter what they do online.
Regardless of whether a person is in their email inbox, leafing through social media, or browsing their favorite ecommerce sites, they'll get it when they have subscribed to your opt-in messages.
And the statistics speak for themselves. DigitalMarketer analyzed web push notification metrics and found that the click-through rate was 4-6% even with subscribers over 25,000.
Web push notifications also provide marketers with a more flexible form of communication, giving subscribers more freedom to get in and out than a typical full page popup modal.
There are 9 main reasons marketers are using web notifications to improve their marketing strategy.
# 1. It is easy for web visitors to log in (or log out).
Signing up for web push notifications is as easy as clicking a button – literally.
When a visitor clicks "Allow", they will receive web push notifications. If a reader no longer wishes to receive web push notifications, they can also unsubscribe by changing their web browser settings.
This also removes the barrier that visitors have to provide their email address.
# 2. They allow instant communication
Promoting your content can be hard work. There are tons of different social and publishing platforms out there – but they're not always the best for making sure your content is seen.
Web push notifications are not dependent on social networks. They'll appear instantly in a subscriber's browser for instant access.
# 3. Web push notifications are a separate channel
You don't have to worry that some social media algorithm is preventing you from reaching 100% of the people on your list. .
However, this doesn't mean they'll stay subscribed if you don't send them valuable content. So be selective about what you send so that you can turn a random visitor into a regular reader.
# 4. They help you drive traffic to your website without ads
Paid advertising is a great way to drive traffic back to your website. However, web push notifications can also help you do this with your existing audience.
Let your subscribers know when you are making a limited-time sale or have an exclusive offer. You don't have to spend money on paid advertising to target this group of subscribers. Just use web push notifications.
# 5. You can use them to build deeper connections with your subscribers
Make your readers your top priority by treating them like a VIP when you post new content.
Sending exclusive content to subscribers via web push notifications also makes them feel valued and part of your VIP community.
# 6. They help you grow your audience on other marketing channels
Use your existing email subscriber base to expand your web push notification list and vice versa. Make them sign up for pages to add to your email lists and turn on notifications.
# 7. They complement a strong email marketing strategy
Web push notifications are no substitute for email marketing. Email still offers the highest ROI from a single channel. But not all first-time visitors like to give their email address.
This is where web push notifications can be the first step in building a relationship.
Combining your web push notifications and emails creates a successful marketing strategy by providing you with additional touchpoints that you can use to connect with your audience.
# 8. You save time
A web push notification message takes less time to create than other marketing assets because they are precise and less time consuming.
# 9. You can communicate with them for limited time offers right away
Alert your subscribers to limited-time offers the minute you get started. Don't miss out on a great opportunity – you will appreciate the heads up.
What do push notifications look like?
While these push notifications are simple in design and layout, they offer a big punch in a small package.
The anatomy of a web push notification
As you can see from the image above, there are 4 components of a web push notification – let's break these down.
A. Logo. Including a brand logo or image in a web push notification allows for instant recognition by a user. That way, a subscriber can visually tell that the message is from your brand and get them to read the notification and take action.
Pro tip: You may want to test whether you are adding a picture of yourself or a picture of a product to illustrate your message rather than your logo. Consider using graphics that make your content richer.
B. B. Title. The title of the web push notification is also known as the header text. This is the text that attracts a subscriber's attention and decides to read on.
C. Embassy. This is an important section where you can work out your message. This is your opportunity to briefly explain the value a subscriber will get from clicking your push notification and visiting your website. Answer questions like: What do your subscribers get when they visit your website? How long does the offer last? Keep in mind, however, that web push notifications should be short and sweet. Avoid jargon and use simple and direct language.
D. D. Domain. This is the URL to which the user subscribed. The insertion of the source link in your message cannot be changed. Not only does it serve to remind the subscriber of your website, but it also helps in recognizing and drawing attention to your online presence.
How to use push notifications in your marketing strategy
Now that you understand the basics of web push notifications and the benefits of using them, learn how to use push notifications as part of your broader marketing strategy.
Getting started with push notifications as a marketing tactic
When considering web push notifications as part of your broader marketing strategy, there are a few things to keep in mind:
- Align your strategy with your business goals.
Is your goal to get more website traffic? Do you want to make more sales? Get visitors to view new content or sign up for a guide?
Whatever your business goals, consider how web push notifications can support them. This is a great way to find out what kind of messages to send to your audience.
- Think about the user experience.
What will a website visitor experience when they log in to receive your push notifications? Where do you want to take her? What action should you take? How do you control the message and make sure it gets value?
- Use push notifications in conjunction with other marketing tactics.
Make sure that push notifications match how you are promoting your business across all marketing channels. You may have referred to this as cross-channel marketing or omnichannel marketing.
This means that people will experience the brand consistently across different marketing channels, which is why maintaining a consistent brand voice and branding is vital.
But why is it so important? According to ClickZ, customers who interacted with three or more channels bought 250% more often than customers who only interacted with one channel.
Let's dig deeper and examine how you can use push notifications along with email marketing in your strategy.
Using web push notifications and email marketing together
Web push notifications and email marketing are mutually supportive in many ways.
While your email subscribers and your web push notification subscribers are independent of each other – meaning those who sign up for your email list do not automatically become web push notifications subscribers and vice versa – , you can get subscribers from one subscriber to the other.
Using your email list, let's explain how to grow your web push notification subscribers.
Step 1: Write the opt-in prompt
To collect subscribers to web push notifications, you need to ask your website visitors if they would like to sign up to receive notifications from you.
This first request is known as an opt-in prompt. The goal of the login prompt is to encourage website visitors to send push notifications to their desktop.
Writing a compelling sign up prompt starts with explaining what a subscriber will get from you. This offer must be valuable to the reader so that you can send them notifications.
Step 2: Ask your email list to subscribe to your web push notifications
Notify email subscribers that they have signed up to receive your push notifications. This is known as a "soft ask" and explains the value of signing up to receive push notifications.
An email subscriber may want to sign up to receive push notifications for a variety of reasons. Some of the most common reasons are that they want …
- A chance to receive exclusive offers and offers online.
- Get the latest notifications of new blog posts, podcast episodes, social media posts, or any other type of content.
- To keep in touch with you.
When you've made the soft request, direct email subscribers to your website to sign up through your login prompt.
Step 3: create and send your web push notification
Once you've started collecting subscribers for web push notifications, it's time to send out your first notification.
Think about what action you want your subscribers to take on your website. Would you like them to sign up for a webinar? Make a purchase? Download guide or checklist? Whatever your guiding magnet you want to promote will dictate the content you send out.
Regardless of what action you are pushing your subscribers to take, here are a few tactics to encourage action:
- Create lead magnets that speaks to your audience's pain points. Rule # 1 in effective marketing is to understand your audience and their weak spots. Once you have a solid understanding of their needs and why they come to you for help, you can create lead magnets tailored to solve their problems.
- Use FOMO. FOMO – or the fear of missing out – creates a sense of urgency in your subscribers. If you want to offer your subscribers something really amazing, most of them don't want to miss the opportunity to take advantage of these benefits.
- Make them feel special. Give your subscribers exclusive offers or content that no one else has access to. Not only does this increase the propensity to sign in using the login prompt first, but it also keeps them engaged and interested every time a push notification is sent.
Once you've written an informative, engaging push notification that gets you where you want it, it's time to hit the "send" button.
Step 4: use data to drive decision making.
Push notifications are a great way to connect with your audience. However, there is a delicate balance between sending too many and too few sending.
Too many notifications can cause notification fatigue. This can cause subscribers to ignore your messages or to unsubscribe entirely. However, send too infrequently, and subscribers may forget they signed up.
Test your broadcast frequency to see what will resonate best with your audience. Test the best time of day for maximum engagement.
Keep track of your click-through rate (CTR) to monitor the results of your tests.
Step 5: take your strategy to the next level.
Finally, consider where to send your web push notification subscribers in your messages.
With a tool like AWeber, you can create a landing page that promotes your business or your lead magnet. This is especially perfect if you don't have a website or want to save the cost of creating your own website.
Landing pages induce visitors to take a specific action that keeps web push notification subscribers informed and focused on the action they are supposed to take. Include a sign up form and the benefits a subscriber will get when they join your email list.
Also, add a tag to people who sign up for your email list from your landing page that corresponds to the guiding magnet they signed up for. This will allow you to send personalized and customized email content in the future if you so choose.