The promise of push notifications is so compelling that, every mobile marketing blog has something to say about it. Indeed, the ability to reach the right user, at the right time and place in a way that leads to some kind of conversion, is what we’re all striving for. Isn’t it? So naturally, marketers have jumped all over this new technology like they did with email in 1998. And naturally over-saturated users are opting out as fast as they can.
More that 60% of users opt out of all push messaging. Those stats paint a pretty grim picture.
So how do we marketers make Push work for us? To begin, that’s the wrong question to be asking. Ask not, dear Marketer, what your users can do for you. Ask what you can do for your users. Start there, and you may be on to something. It’s common sense, right?
If your audience is avoiding Push like it’s a communicable disease, you’re doing it wrong. These four steps will help get you on the road to recovery.
- Create Value for Your Users The answer to making Push a viable marketing channel, says Mobile Marketing Analyst, Jeff Hasen, is to create value for your customers. If your users perceive that it benefits them to keep Push enabled, they will do so.Julie Ask of Forrester says that convenience trumps privacy for most mobile phone users. Access to locations and contact lists are happily granted if users perceive they are getting something out of it.
Case in point: let’s look at travel service, TripIt. When I’m traveling, Tripit keeps all of my travel info together, updates me on flight statuses and gate changes, suggests directions to my hotel and even alerts if prices of my tickets go down after I buy them. TripIt is invaluable to me as a traveler and I don’t know how I ever left town without them. TripIt remains on my Push white list because their content makes my life easier.
- To create value, Push must be relevant Push must be relevant and contextual. That means knowing your customer.
- Timing: The message must come at the right time: don’t send a coupon for coffee at 11 o’clock at night.
- Situation Jason Spero of Google says that if you’re sitting in a hotel room searching for restaurants at 2:45 in the afternoon, you’re probably looking for a reservation for that evening
- Preference: Use segments wisely. If your customer has visited your shop 30 times and always bought club sandwiches, don’t send them a coupon for the meatball sandwich.
The truth is that your product may not be something your users need to engage with every day. To return to the TripIt example, I only need them when I’m traveling. TripIt gets that and they leave me alone otherwise. But by being aware of the context in which I do need them, they have not only ensured that I opt-in to their push messaging, they know they get my full attention when they message me.
Sure that sounds like common sense, but how do you get there? You need Mobile Marketing Automation that not only responds in real time to triggers, but is tied into your CRM, where your customer data lives.
- Break Down Data Silos Tracking customer behavior is critical. What have they bought recently? What items are they abandoning in shopping carts? What pages do they spend the most time on? This info creates understanding and allows you to create personalized experiences with your customers.For many companies, this data lives in dozens of different silos. That won’t fly. You need a Marketing Automation tool that integrates with your CRM, web analytics, eCommerce platform, BI solution, and any information source in your stack. If everything is standing alone, you are fighting a losing battle.
- Build Trust Building trust is a required step in providing value. If you ask a user to opt into Push the moment they’ve installed your app, you’re going to experience a pretty low conversion rate. Smartphone users have upwards of 30 downloaded apps on their phones. Yours must not only be worth using, but your messaging must be worth the interruption to their day.Rather than asking them to opt into push as soon as they download your app, wait until you’ve proven your value. Set up campaigns based on triggers and ask once those triggers are met.
To use the frequently cited dating metaphor, there are those who stand on the street corner complimenting everyone who walks by. They’re playing a numbers game and eventually that may work out for them. But those who are more successful get to know the interests of the people they are attracted to, and they create personal relationships. They are approachable and relatable. Sure, they don’t talk to as many prospects, but the relationships they build are more likely to become meaningful.
Mobile marketing is the same (or any marketing for that matter). You need to build relationships based on mutual interests and benefit both parties. If you’re looking out only for yourself, you’re doomed.
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Creating Relevant Push Messaging That Engages Rather than Alienates Your Users ➤