In 2017, mobile Internet usage overtook desktop for the first time and there is no turning back. In 2018, the platform of the mobile environment itself offers many advantages for marketers, and web push notifications are a must-have in any online mobile marketing strategy.
The opportunity for mobile marketing has never been better. Consider this…
"80% of all Internet users on smart phones." – Smart Insights
So right there, it's clear that you're going to reach the majority of your users through mobile. But it's not only advantageous for reaching the most users on mobile, but another huge advantage is simply how mobile users behave.
"Over half of smartphone users grab their smart phone immediately after waking up." – Express Pigeon
Not only can you reach more people and mobile, but mobile users are most likely to have their phone around them at all times. This can't be said for desktop or email.
The mobile platform offers distinct advantages for marketers
The platform of mobile itself gives marketers a very distinct advantage due to the fact that it creates very particular datasets that are specific to the mobile industry. As a result, the mobile platform has become the epicenter of gaining insight into consumer behavior. The knowledge it is providing is changing and shaping the way online marketing is evolving.
One unique aspect of the mobile platform is how data assists with customer micro segmentation. The ability to gather very specific datasets, and segment them, is especially advantageous for targeting purposes.
Next, the mobile platform naturally makes it easier to access location-specific data. Location data greatly assist marketers with personalization, by giving them the ability to send specific location-based information and offers.
Lastly, the mobile platform also makes it much easier to track user behaviors and use this behavioral-based data to personalized messaging, as well as, send personalized messages triggered by specific user behaviors and user preferences. This gives marketers the ability to send the right message at the right time.
Combining all these factors, it's easy to see why the mobile platform, by its very nature, has given marketers enormous advantages for improving how they interact and engage with both prospects and customers.
Ways to improve your web push notification marketing
Considering that over half of smartphone users have push enabled on their devices, businesses can take advantage of this and use web push notifications in the following ways to benefit their business:
- Building trust and improving your brand reputation by delivering valuable content to your subscribers.
- Promoting products and services – especially special offers and discounts.
- Engaging users who aren't currently on your web site.
- Re-engaging customers who have abandoned their shopping carts.
Personalization and Segmentation is key
"54 percent of users convert from segmented push, compared to only 15% who convert from broadcast messages." – Localytics
General, generic messages aren't very effective. Trying a "one-size-fits-all" method can send the wrong message to many users. However, when messages are personalized – a relevant message is sent to the right user at the right time.
The only way to achieve proper personalization is through user segmentation.
Segmentation improves conversions
Breaking your audience down into segments and targeting them with personalized messages is significantly more effective than relying on generally broadcasted messaging. Of subscribers targeted through segmentation who open a push notification, over half of them will convert. But only 15 percent of subscribers convert on average when businesses send out broad messages.
Email is dying
"The average open rate for the e-commerce industry is 16.75%." – MailChimp
Many marketers are realizing that email is dying and have embraced web push notifications as an augmenting or alternative means for messaging their prospects, customers and subscribers.
In terms of mobile marketing, web push notifications offer increased personalization and targeting capabilities that go beyond the scope of what email is able to do.
Email open rates continue to decline, leaving marketers to scramble for other solutions to reach their prospects and customers.
A study by email service provider MailChimp, showed a declining open rate for email across the board in all industries. The worst open rate was for the e-commerce industry, with an average low of 16.75%.
HubSpot also did a study and found that the average open rate for the marketing and advertising industries was about 25%.
Web push notifications fill the gap where email feels
Email is dying. However, web push notifications have arrived to not only fill the gap, but – they also offer enhanced capabilities that email lacks.
When it comes to mobile marketing, statistics are showing that consumers prefer web push notifications over email.
"52% of smartphone users have push enabled on their devices." – Localytics
Web push notifications provide a direct way of delivering unimpeded messages in real-time to your subscribers whether they or on your website or wherever they may be visiting on the web. Add to that, the ability to have your message come to the forefront above whatever your subscriber is viewing on the web, as well as, include a thumbnail image and clickable length. All in all, web push notifications are a more efficient and more powerful way of reaching your customers.
The problem of getting email through
"20% of all email is auto-filtered to spam." – Return Path
One advantage web push notifications have for gaining the attention of your subscribers is that messages are more noticeable, viewable and delivered instantaneous. Another huge advantage is that web push notifications don't have a third-party service provider in between you and your subscriber. You send the web push notification and it goes directly to your subscriber. Unfortunately, that doesn't happen with email. They may route, filter or block the email preventing your subscriber from ever seeing it.
According to Return Path, of the 80% of email that makes it through your Internet service provider's spam filtering, 80% of the 80 percent that reaches your inbox then gets filtered further with client-side filtering, either by the user's preferences or rules, or internal tabs such as Google's "promotions" tab or Outlook's "clutter" tab.
Email a poor choice for time-sensitive messages
"The average time for recipients to view an email message is 6.4 hours" – Zipstripe
Another big problem with email is that it sits idle waiting for someone to log into their email account and check it. The average time email sits unopened is 6.4 hours.
Because web push notifications are sent and delivered in real-time with almost immediate delivery, they are much more effective when time-sensitive messaging is required.
Then once they are in the account, the email still sits waiting for the user to open it. If they do open it, you're still at odds whether they will click it and interact with your call-to-action.
Web push notifications superior for time-sensitive and urgent message delivery
Web push notifications get around the problem getting subscribers to view time-sensitive messages in a timely manner by their ability to be delivered in real-time, be transposed over the top of whatever your viewer is looking at, wherever they are on the web. Push notifications provide a brief, easy-to-scan and digest in a moment message. Their deliverability and ability to be viewed are nearly 100 percent.
Web push notifications are easier to read and interact with, which is why subscribers find them preferable to email communication.
This is good news for marketers, who won't have to worry about whether or not their time-sensitive or urgent messages were ever seen or read.
- The majority of Internet users now use a mobile device to navigate the web.
- 80% of all Internet users are on smart phones.
- Over half of smartphone users grab their smart phone immediately after waking up.
- The mobile platform offers marketers distinct advantages in its ability to gather very specific datasets, including user behaviors, and segment that data and target users.
- Web push notifications can be used for building trust and improving your brand reputation by delivering valuable content to your subscribers; remounting products and services, especially special offers and discounts; engaging customer whose aren't currently on your site; and re-engaging customers who have abandoned their shopping carts.
- Segmenting your subscribers and sending personalized web push notifications have a higher rate of engagement and conversion.
- 54 percent of users convert from segmented push notifications, compared to only 15% who convert from generic, broadcast messages.
- Email open rates are diminishing drastically across industries, with e-commerce in particular, averaging a low of only 16.75%, while marketing and advertising industries average a 25% open rate.
- 52% of smartphone users have push enabled on their devices, giving marketers a much greater opportunity of reaching them compared to email marketing.
- 20% of all email is auto filtered by ISPs to spam, and 80 percent of the remaining 80% have their delivery further impaired by client-side filtering by ISPs or the user themselves.
- The average email message sits for 6.4 hours before being viewed.
- Because they can be sent in real time and delivered, being nearly 100% viewable, web push notifications are much more effective for time-sensitive and urgent messages.