Push For The Win: 5 Strategies to Engage Your Audience

You’ve seen the articles coming out lately. Inboxes are overflowing with more and more restrictions and SMS feels increasingly spammy. Brands are on the lookout for novel ways to connect with their customers. Enter push notifications – a new, lesser-used solution for reaching audiences in a crowded and ever-changing marketing funnel. 

But how should you approach this channel differently?
Let’s check out five effective strategies to leverage push notifications and engage your audience with a new channel.

1. Strategic Frequency:
   Unlike emails and SMS, where the temptation to bombard customers is real, push notifications demand a more measured approach. With a staggering 95% open rate, each notification is more relevant and focused. Aim to send about a third or a quarter of the number of emails and SMS you typically push out per week. Quality over quantity is the mantra here – ensure each notification provides genuine value or engagement.

2. Engagement over Sales:
   While emails and SMS often prioritize driving sales, push notifications offer a unique opportunity to focus on engagement without the pressure of immediate returns. For instance, a supplement brand might send reminders to take daily doses, while a health and wellness brand could offer positive affirmations. By nurturing relationships and priming the audience, you lay the groundwork for future conversions.

3. Personalized Connection:
   Make push notifications feel like a personal conversation between the brand and the customer. Use a first-person voice that resonates with your audience, making them feel like they're receiving a message from the founder rather than another big brand. This personalized touch enhances the connection and encourages engagement.

4. Automated Messaging for Retention:
   Say goodbye to low email engagement woes by automating reminders through push notifications. Whether it's notifying customers about loyalty points or encouraging referrals, automated messages keep your audience engaged without the need for costly campaigns. Take a cue from platforms like Klaviyo, but instead of bombarding inboxes, deliver these reminders directly to your customers' fave devices.

5. Timing is Everything:
   Timing plays a crucial role in the effectiveness of push notifications. Unlike emails, which can get buried in crowded inboxes, push notifications appear prominently on your customer's phone. Take advantage by sending notifications at strategic times – this could be during peak usage hours or moments when your audience is most likely to engage.

At the end of the day, push notifications offer a dynamic new way to engage with your customers in an increasingly cluttered marketing landscape. By taking on a strategic approach that prioritizes quality over quantity, engagement, and personalization, you can use the power of push notifications to create lasting connections with your customers and drive conversions.

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Ismail Pathan is the Director of Partnerships at Novel and has extensive experience in partnership development and customer success. He has prior experience in CX leadership at Reonomy and Yext and holds a Bachelor’s Degree in Finance from Syracuse University’s Martin J. Whitman School of Management. Ismail has worked with both Teach for America and AmeriCorps