Getting Geo-Triggered Push Notifications Right Requires Deeper Understanding Of Personalization
Permission-based marketing isn’t just about respecting consumers’ boundries, as contextual notifications perform 3x better than mass messages, Localytics says.
Just over 50 percent of consumers view push notifications as an unwanted intrusion, an interesting albeit perhaps not too surprising survey from Localytics reports. But analyzing the reasons why consumers are unhappy with getting notifications from their apps can lead to some insight into how they do want to be communicated with.
Localytics previously found that this kind of mobile messaging were “largely viewed as a great mobile marketing tactic, according its report, 2015: The Year Push Notifications Grew Up. In particular, push notifications can help marketers drive higher user engagement and app retention. In a sign that permission-based marketing has distinct appeal, users who enabled push notifications logged in almost three times as often as users who did not.
Still, there remains a disconnect with consumers when it comes to push notifications that don’t take into account a specific users’ interests at specific moments.
Localytics’ customer survey found that the lack of relevance or personalization is the main reason many consumers view push notifications negatively. About 35 percent of push notifications received are generic reminders to use the app, with no relevant context or compelling reason to do so. For many consumers, this is nothing more than an interruption and doesn’t integrate with their natural app usage.
Localytics lays out a few different ways to make push notifications a natural part of the app experience without getting on the customer’s nerves.
One simple solution is to give the user some time to explore the app and use it on their own before they are given the option to opt in to push notifications. Getting a prompt the moment they open the app for the first time can create the wrong impression and leave users turned off of notifications from the start.
Additionally, the option to customize what kinds of push notifications they receive can do wonders for making the experience more positive. Maybe there’s one feature of the app that a customer cannot or does not ever use. Giving them the option to turn that one feature off without having to disable push notifications entirely is a simple but effective way to personalize the experience and keep customers engaged.
But by far the most effective method for marketers and retailers is to make sure the push notifications are clearly relevant and provide valuable information, such as highlighting content that reflects a shopper’s expressed interests like sports scores or the availability of tickets to an event.
The difference comes between “broadcast notifications” or notifications sent to every user of the app without respect to context, and “segmented notifications” or notifications that only go to users who are performing a certain action, in a certain location, or meet a certain criteria (walking into a store, have something in their shopping cart that’s on sale, etc). Segmented notifications see a 3 times higher conversion rate than broadcast notifications, according to Localytics; a figure that is in line with the survey.
Retailers and marketers just need to make sure they have strong enough data to make personalization a reality. “It all starts here,” Localytics wrote, “in order to better serve users and not have push messages be seen as annoying, companies need to make a better effort to learn more about their mobile users.”