August 26, 2022
Push notifications were introduced more than 10 years ago, in 2009. They allow marketers to send messages to their customers even if the app isn’t running. Push messages pop up on the screen of users’ gadgets.
Nowadays, the technology is a popular tool, which is widely applied by many companies. People are already used to the numerous push messages they receive every day. Therefore, it is important to create interesting and useful pushes that will make your app stand out from the rest.
In the article, we’ll define what mobile notifications are and what goals they pursue. In addition, we’ll figure out how to improve your notifications by analyzing a few examples of best practices in pushes.
There are several types of notifications, which are divided according to their purpose:
These messages provide users with important information concerning their accounts or app updates. For example, Instagram alerts about any actions with the user’s content.
Another example is the notification from Amazon when logging in to the app from a new gadget.
Tell users about changes in your app that may be important to them. A good instance is below from Vodafone (a mobile carrier, which informed clients about a new section in its application).
But these may not even be so much important changes as new features in your application. Just an example: a mobile game “Manor Matters” notifies gamers as soon as their character is ready to play.
Use informative pushes as reminders and alerts that could be interesting or highly important to people. They help to improve user experience and build strong connections with your audience.
Transactional pushes inform customers about the status of their orders. Getting instant updated information is a crucial thing while money spending. And push messaging is the key to that.
Let clients know if their money was submitted, received, returned, etc. Then send them the shipping information. You can easily report the shipment as shown in the example below.
Tapping on the push will lead a customer to the app page with details about the parcel.
Or add more data to the notification to simplify understanding of your message. The example below shows when and where to expect a parcel. Also, it contains a special button that allows paying for shipping in the application.
Transactional pushes are a must-have feature for any business that sells goods or provides services. Customers wish to be informed about everything related to their orders. For example, an application for ordering a taxi uses notifications to announce the arrival of a car.
Advertising pushes capture the users’ attention to the application. They reveal the benefits of a particular offer and invite customers to get familiar with it.
The promotional pushes may have to do with sales, seasonal discounts, new services, etc. For example, a notification from the Pull&Bear app offers to view products that customers can buy only online.
Push notifications are often used to promote holiday sales. Using them, companies can congratulate customers and offer products at a special price.
A lot of app creators are experiencing difficulties due to the high level of user churn. About three-quarters of new users uninstall apps within the first three months of use. A Statista survey shows that almost a quarter of all applications have been used only once after downloading. It means win-back campaigns are crucial for every kind of apps.
These campaigns send different messages to customers depending on the application type and business purposes. For example, an educational or training project can remind the user of the goal for which the application was installed.
Push messages are able to arouse the user’s curiosity by announcing an interesting topic available for study in the application (just an example).
If users haven't completed a lesson or finished some project, you should remind them of that. Perhaps, they were distracted by another activity and forgot. This way, you encourage users to come back to the app and show that you appreciate their efforts.
Below, a classic push win-back campaign for mobile games is announcing a time of an in-game competition.
By the way, a timer being a tool of mind pressure is suitable for e-commerce and other types of business. Applications usually warn customers to hurry up and use their discount.
Also, the most popular win-back triggers for e-commerce apps are abandoned views and abandoned carts.
Ideally, pushes not only return clients to the application but also stimulate them to make a purchase.
For publishers and mass media, this kind of notifications is very important because it keeps readers informed.
The push looks like a short piece of news. Its purpose is to inform subscribers and reveal the facts. Readers should open the app to get more details and clarifications.
Mobile notifications are a very tricky thing because many people find them a little annoying. The YouGov survey shows the controversial attitude to brand promotional pushes. People don’t want to receive a lot of messages. 19% of respondents said they want to get just a few notifications per week. And another 18% are ready to receive only one push every seven days. That means marketers should be more creative to make worthy pushes for businesses and customers.
Keep your push notifications short and straightforward. No one needs a huge promotional message on their smartphone screen.
If necessary, include a clear call to action button. Your users must immediately understand what they need to do.
Use personalized recommendations. Personalized messaging has a great impact on customers because it catches their attention more successfully than regular pushes. Use the personal data of your customers to form appropriate content. The data may be as follows:
For instance, the Tasty app sent a user a recommendation relying on the search history. Previously, the user was interested in recipes for chicken dishes.
Or the YouTube Music app announced to its subscriber a new music release. The recommendation was based on user behavior.
Let's look at several mobile pushes that inspire with their designs and interesting ideas.
It is essential to attract a person's attention. And beautiful bright pictures are very helpful. A survey shows that notification with a large picture has a higher Open Rate (56%) than an alert without an image.
Another important thing is to add images to the "Abandoned Shopping Cart" trigger for e-commerce. A customer will once again see the product he chose earlier and may decide to make a purchase.
Emoticons are very frequent signs in our daily communication in messengers or social networks. And marketers should definitely use them in mobile pushes. The research shows that a notification with emoji has an 85% higher Open Rate than a message without it. Use relevant and interesting emoticons to cheer up your customers.
Don’t hesitate to add more information to a message if it is really worth the user’s attention. Above in the push notification example, we see a text, a picture related to the story, and CTA buttons. The image isn’t so big but still noticeable. Also, you can use more unusual pictures that creates a 3D effect. The instance below will definitely be noticed by clients.
You can add up to 3 CTA buttons to motivate users to interact with pushes. But resort to that when it’s really necessary. To be honest, CNN mobile notifications don’t need the View button because you’ll see the peace of news after tapping on the text. Anyway, maybe someone needs the option.
You can attract additional attention to your push message by using not only the design but also a unique sound. By default, all notifications come with a standard signal. But some apps like BBC have their own sound.
However, the company uses a special signal only for breaking news to avoid abuse. The rest of the application notifications come with a standard sound alert.
Who said that entertainment is only about games? Amuse your subscribers with intriguing notifications and encourage them to open the app.
For example, BBC Learning English sent a quiz. Subscribers could find out the correct answer after watching a video in the application.
Sometimes you need to share just a grain of information to make mobile users open the app. A good example is Daily Art, which sends only an image of a masterpiece with its name. If a subscriber wants to figure out its author, history, and other details, the app is always at his service. This method can work for educational applications, publishers, mass media, etc.
Mobile notifications allow you to solve various marketing tasks and influence customer loyalty. Despite the small format, they include all the necessary elements: text, graphics, and CTA buttons. But a lot of users don’t wish to receive too many promotional pushes. Therefore, marketers need to be more creative to make really cool push notifications. We hope the examples collected in this article will inspire you.
August 23, 2022
Find out how many characters the push notifications hold to ensure they look great on different platforms and devices