If you’ve been around the web long enough, chances are you’ve encountered one of those little pop-ups containing a short message asking for your permission to allow or block notifications from a specific website.
These are called “web push notifications,” and you’d do well to pay more attention to them.
For starters, web push notifications are proving to be one of the most profitable tools in the modern marketer’s arsenal. While most digital marketers already know this for a fact, many still have misconceptions about how push messages work.
7 reasons to start using push notifications
1. It’s a high converting marketing tool
A recent survey of 1,200 individuals conducted by Responsys shows that 70% of adults enabled push notifications from their favorite brands’ apps. The click-rate can go up to even 25% for special promotions.
If these figures are anything to go by, there’s no question that push notifications can positively impact your business’s bottom line.
It’s not in the least surprising. After all, compared to email, push doesn’t require users to go through numerous hoops to subscribe. Just click “Allow” upon receiving the prompt and you’re good to go.
2. You comply with privacy Laws
Web push notifications are permission-based, meaning you have to opt-in before you can start receiving them. The Web Push Protocol uses Google API, providing the assurance that the user’s privacy is upheld and protected at all times. Better yet, unlike with emails, web push subscriptions can’t be resold nor shared with third parties.
3. It’s a great tool for reducing cart abandonment
Did you know that 67.45% of users visiting e-commerce websites abandon their shopping cart before the point of purchase?
Abandoned shopping carts aren’t necessarily a bad thing. In fact, they offer a golden marketing opportunity. After all, they involve users who have already shown interest in what your website has to offer.
Through push notifications, your website can provide the “push” needed to entice visitors to finally make the purchase. In fact, push messages have up to 10 times higher returns over email. This only goes to show how the real-time nature and higher viewability of push notifications directly impact customers’ purchasing behavior.
4. Users don’t have to be on a website to receive notifications
You can receive real-time updates any time you’re on the internet the moment you opt in to receive push notifications from a website, whether you are on their website or not. It’s the perfect marketing tool to nudge users to return to your website.
5. They increase reader engagement
Push messages provide websites numerous opportunities to have a dialogue with their readers. A push notification, after all, is a piece of information in itself, thus inviting readers to read a more in-depth account of that information.
To drive engagement and retain subscribers in the long run, notifications need to be timely, relevant, and accurate. Desirée Shoe, the digital editor of The New York Times, says that push messaging selected pieces of content to showcase their journalistic pedigree has spiked the publication’s reader engagement.
6. They retain customers far more effectively than email
The impact of high customer engagement on retention can’t be emphasized enough.
It’s worth noting that existing customers are 50% more likely to purchase new products compared to new customers. By re-engaging these customers via push notifications, you can redirect them to your website store with minimal effort.
7. The push is instrumental in promoting your “Flash Sale”
By using push notifications to bring your readers into your sales page, you’re also encouraging them to explore more of what your brand has to offer, which could lead to repeat purchases.
How Auditeers uses push notifications
We recently started to do tests with push notifications. At first on our own products and sites only. We found to be most effective when we wait for the right moment to ask permission. To increase volume we now also buy advertisement space on notifications of other websites. This generates extra reveneu for other publishers and we have an extra channel to push our ads to the right consumers.