Mobile apps are not just a concept, but it’s the outcome of loads of thought and effort in building and continuously improving the mobile app. Apart from developing a mobile app, every business owner wants to provide an engaging experience to the users. But the matter of fact is, unless your mobile app is as popular as WhatsApp, Snapchat or FB, users would not spend their maximum time in your mobile app, rather would spend time as & when the need crops up and it could limit to a few hours in a week or in a month. To expect your users to use the mobile app more regularly, you need to send push notifications to your users to remind them of your presence.
What Is Push-Notification
These are the short messages, which appear on user’s mobile screen, without the app running. Push notifications can be about the latest offers, app updates, and recent activities, which are opted out by the same user or the other users of the app.
Why Push-Notifications
As per the report suggests , the average lifespan of an app can be as short as 30 days, with the integration of push notifications within your mobile app, it can extend that expiration date and keep your users coming back for more. Eventually, the users are bifurcated into two categories: Daily Active Users (DAUs) and Monthly Active Users (MAUs). The data collected from these metrics speak about your apps’ popularity. The push notifications, sent by your mobile app, motivate your users to open your app. The clicks and app open due to the push notifications help you to connect with your users.
Benefits of Push- Notifications
- As per the Localytics Data Team:
- Push notifications boost app engagement by 88%.
- 65% of users return to an app within 30 days when push is enabled.
- 50% of users opt into push and find push messages useful.
- Based on the data, push notifications can provide personalized offers, to be picked easily by the users.
- Encourage users to use the app regularly.
- Make an online presence to the users and alert them about purchasing the product.
Push Notification Strategy
As per a very famous adage, “If you fail to plan, you plan to fail”. It implies in every condition and push notifications are not the exception. You need to have well planned and balanced push-notification strategies ready with you to make your app marketing a successful venture. To know what these strategies are, read the following:
- Bifurcate the Audience
Mobile apps are used by different people with different demands. To analyze the exact demand you must sift thoroughly and find out the information based on their interests, gender and their previous actions in your mobile app. For instance, an e-commerce business owner can send the notification about the latest product, and within the criteria of new and existing customers, you can offer a discount or the accessories to go with.
- Keep Content- KISS
Push notification, appearing on users’ home screen, if getting anything which is lengthier, no user would read it and would lose interest in. Keep it short and simple (KISS), it should not be more than 10 words and must be able to garner more views. Make the content alluring enough to grab the attention of the user, such as “don’t give it a miss”, “want to avail this great offer now?” would excite the users to pick the offer. Content plays a vital role in marketing, if good enough, it can attract else it can distract your customer to uninstall the app.
- Right Push Platform
To make your push notifications a successful marking in your app marketing, then you need to choose the right push platform like Urban Airship, PushWoosh, Parse, and Carnival, these are the most popular push platforms in the market. Pick the most appropriate option for your app requirement.
- Set The Frequency
The most crucial factor for any push notification is the frequency. If notifications are sent regularly, unless your app domain is like news app, would only harm your app marketing strategy. So set the frequency after doing a full check on your user’s demand. Also allow users to opt-out from the push notification, if they want to. Although, it sounds risky, but if you don’t give the option of “opt-out” to your users then they might uninstall your app. So to avoid the disastrous consequences of uninstalling, let the users pick the opt-out options and you can apply e-mail marketing with those users.
A well-planned push notification strategy can help to yield high engagement and increase customer retention. Don’t plagiarize your website content to the mobile app, but make it more coherent, displaying the need for mobile users. Explore and learn what your user wants from your mobile app and how do they use it.
For more strategic advice on engaging mobile customers with winning strategies, you can get in touch with our team to discuss further your mobile app concept to bring into reality. The discussion would help you to gain a better insight of your mobile app requirement.
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Source: http://techugo.com/blog/why-push-notifications-are-necessary-in-app-marketing-strategy/
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