One of the most important factors to successful marketing with web push notifications is sending timely and relevant messages. "Push on event" notifications are one method for ensuring you send the right message at the right time to the right user.
Timing is everything in life and that holds true when it comes to sending web push notifications. Giving your subscriber relevant and helpful information at precisely the right time will be seen as highly valuable and welcomed.
What does "push on event" mean?
"Push on event" notifications are exactly what their name implies, a browser push notification is triggered by an action that is taken by your subscriber.
One thing you want to guard against is over-messaging your subscribers. It's a careful balance to send the right message at the right time. Users can especially find sales messages annoying.
Why send "push on event" messages?
However, one of the primary reasons for sending "push on event" web push notifications is that they are related to specific user actions rather than sent independently for promotional or sales efforts.
It's all about the strategy
Therefore, done thoughtfully, when the timing is right and the context of the message is helpful and directly related to the action the subscriber is engaged in, users find these type of messages more meaningful and are less likely to object. In fact, they often welcome these assistive messages.
These aren't pushy, generalized messages. If they are promoting sales, they are specifically related to what the subscriber is viewing and often offer a discount.
Transactional and Engagement messages
Your subscriber will typically take actions that fall into one of two categories that will trigger sending web push notifications: Transactional and Engagement.
To learn more about Web Push and the different types, check out our free eBook!
Triggered Transactional web push notifications
Transactional web notifications are triggered when you're subscriber takes "transactional" actions such as:
Example message: "Your (insert product name here) order has been received."
An automated payment
Example message: "Your payment of (insert amount here) has been successfully processed."
Example message: "Your monthly membership payment of (insert amount here) is due by (insert date here)."
A request for support
Example message: "Your message has been received. A representative will contact you shortly."
Example message: "Suspicious activity has been detected on your account on (insert date here). If you did not engage in this activity, please click here to contact our support team immediately."
Triggered Engagement-based web push notifications
Engagement-based web push notifications, are those user actions you determine are worthy of triggering a "push on event" notification – a notification aimed at encouraging the subscriber to engage in a further action that you desire. In other words, when you're subscriber does something, it sends them a message to try to encourage them to do something you want them to do.
There are numerous actions a user could take. Therefore, it is up to you to decide which actions are important enough to trigger messages.
Here are a few examples, but many possibilities exist:
Visiting a particular webpage
If a visitor lands on a particular webpage, for example the page of a certain product, you may want to trigger a web push notification that might offer a discount.
Example message: "Purchase this item within the next 30 minutes and receive a 20% discount. Enter code: SAVE20 at checkout."
After a purchase
After completing a purchase, you may want to trigger a web push notification that features vital accessories related to the product purchased.
"Thanks for purchasing your new XT1000. Grab a backup battery pack for 50% off if you buy in the next 30 minutes!"
An increase in user activity
If a user is showing signs of increased activity, it may indicate an interest in purchasing additional products. You may want to offer a time-based discount to encourage this user to make a purchase.
To make this type of message even more personal, if you note a particular strong interest in a certain product, you should send a message related directly to that product.
Example message: "We see you like our XR15. Save 33% if you purchase in the next 24 hours using code 33OFF at checkout."
A decrease in user activity
If you note that a certain subscriber has decreased their activity, you can send a web push notification to encourage them to visit your site, either by offering free items or a substantial discount.
Example message: "We've missed you! Get 50% off any item for the next 24 hours using code 50OFF at checkout."
After subscriber downloads free item
The purpose of offering free items is usually to nudge your customer towards making a purchase.
Therefore, after your user has downloaded something free from your website, allow them a little time, say a week, then send a personalized push notification to inquire about their
satisfaction with the download and you may also want to ask them to take a look at a certain product. A week after the previous message, follow-up with a web push notification which provides a discount offer on that product. Of course, you could also make a discount offer a few days after they nab your free download. The preceding examples are just guidelines, the timing and offers are up to you.
Your game plan for "push on event" notifications
All of the above examples of "push on event" transactional and engagement web push notifications are only a few of the potential and possible events you can use to send triggered notifications based on subscriber actions.
Only you can determine which actions are the most important to your business.
- "Push on event" notifications help you send the right message at the right time to the right subscriber.
- "Push an event" notifications are triggered by an action taken by your subscriber that you have specified.
- The content of messages sent by "push on event" notifications should always be directly related to an action the subscriber has taken at that time.
- Web push notifications triggered by events, when done thoughtfully, are helpful and welcomed by subscribers.
- The two most common type of "push on event" triggered web push notifications are "transactional" and "engagement" messages.
- Transactional web push notifications revolve around subscriber "transactions" such as: Purchases, automated payments, payments due, support requests, security-based notifications, and so on.
- Engagement web push notifications are used to increase subscriber engagement after they have taken a designated action such as: Visiting a certain webpage, post-purchase, increase in activity, decrease in activity, after downloading a free item and so on.
- Only you can determine what actions should trigger a "push an event" web push notification, as it relates to your business. The needs of every online business very and there are many possible actions taken by your subscribers that could prove valuable to your specific needs.
LET'S GET STARTED!
Let Pushly help you get started using web push notifications as part of your marketing plan. Contact us and a member of our team will reach out to you and help get you well on your way to connecting with your audience on an entirely different level.