mPower™ Blog Series

Push Notifications are enabling real business results, are they?

Leverage push notifications-

It’s no secret that one of the biggest advantages of mobile over desktop is the on-the-go access that mobility provides. However, one true advantage of mobility is, not only can you interact with your mobile device in any aspect of your personal and professional lives, but your mobile device can interact with you based on your surroundings as well.

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Great push is all about inspiring delight, facilitating a relevant and valuable app experience for your users and securing a prized place in their daily routines. Whether you’re in a high-performing industry like utility or financial services or a low-performing one like retail or social, there is always room for improvement. Focus on understanding what your users value about your service and tailor your messages to their unique needs and interests. You’ll see push engagement skyrocket, and your users transform into rabid advocates.

Recent data reveals that push engagement rates vary widely across industries, utility and financial services apps seeing the highest performance, and retail and social experiencing the worst. High push notification engagement rates are most often seen by apps with high frequency users. These apps use notifications to nudge their users do something that has become part of their regular routines. Utility, financial services and ride sharing apps lead the way, think about how normal it is to make these apps part of your daily or weekly routine. Looking for directions, watching your budget and taking a taxi are very regular activities, and using push to incentivize these actions is extremely effective.

Considering every user keeps a different schedule, the only solution is to send push notifications at the time when each user is most likely to engage with your app. A second difference is that users have total control over the push notifications they receive from mobile apps, unlike text messages, which can leave people wondering who they’re from and “How did they get my cell phone number?” With push notifications users already know the brand so they’re a lot less spam prone.

Push notifications have higher engagement rates than SMSs or e-mails because they lead to a consistent app experience where you can implement user-friendly forms, gather feedback or form other ways of interacting.

Using push notifications for enterprise apps

Push notifications are an important element of your Enterprise mobile strategy. The most well-known type of Push notification across all devices is the alert which displays a brief message in a slide-down or popup window. When tapped, the notification launches an app. Currently, Push Notifications are supported on iOS, Android, Windows Phone, Blackberry, and Fire OS.

Push notifications are already a hugely popular feature for many mobile consumer apps. For instance, social apps that alert you when your friends are nearby, or retailers that notify you about a current sale when you are near their store. Therefore, given that this mobile feature is such a success for reaching out to mobile users when they are on-the-go, will push notifications soon be a part of enterprise mobile apps? They would certainly be beneficial for many businesses.

There are several ways in which companies could utilize push notifications to improve their employee’s app experience. Here are just a few examples:

  • Do you have employees who are always in the field or outside on job sites? It’s essential for these employees to know when it is too dangerous to continue their work. For instance, if there is extreme weather heading their way. With push notifications enabled, you can easily send emergency updates to your field workers telling them to finish up their work or to be on the lookout for potential weather dangers.
  • One of the biggest advantages of mobile push notifications is that you can fit your updates into your employee’s predetermined work schedule. For instance, if there is an urgent project or assignment that needs to be completed by the end of the day, you can send a push notification reminder to all employees who are involved.
  • Location-based push is gaining in popularity and provides further opportunity for the enterprise. Do your employees navigate specific routes? Are there key actions they should take based on their location? Remind them with a Push notification.

What’s the strategy?

Push notifications are a direct path of communication with users. App publishers should treat the ability to communicate with users via push notifications as a privilege, not a right. App publishers must provide value; if they don’t, push notifications will be ignored or turned off. Some users will uninstall the app altogether.

Analytics and measurement are important tools for improving your app’s performance. But it’s important to write compelling push notifications that are valuable to users and that drive action.

Messaging strategies and tactics need to be measured and tested. Strategies such as maximizing opt-in rates, ensuring new users are properly on boarded and reducing app user churn rates are all key to an app’s success. Other strategies include:

  • Matching up each user’s data across channels (web, mobile, store etc.) to better understand user behaviour.
  • Making it easy for users to share content with their social networks.
  • Encouraging users to opt in by offering them incentives and examples of the value your notifications will provide.

To realize the value of Push, it must be implemented effectively across the organization. Push’s complexity lies in the fact that each device platform has its own protocol for sending notifications and requires you to run a web application to communicate with their intermediary web service. It’s an exciting time, build an effective strategy to leverage Push notifications at your company.

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