Push notifications are crucial for applications because they help you increase app engagement and therefore lead to more conversion. Sending nurturing push notifications to your customers helps you grow your relationship. We’ll give you some useful tips on how to build an effective push notification strategy that will help you turn regular shoppers into loyal customers now.
How to Increase App Push
Notification CTR (Click-Through Rate)
How to Calculate Click-Through Rates?
Calculating the click-through rate (CTR) for push notifications is a simple task. The percentage of recipients who clicked on your push notification after receiving it is the CTR. Here’s how to figure it out:
The total number of recipients who received the push notification (Total Recipients) and the total number of recipients who clicked on it (Clicks) are the two essential data that you’ll need.
Use the following formula to calculate the CTR:
(Clicks / Total Recipients) x 100 = CTR
How to Increase App Push Notification CTR?
Before we start, let’s review some factors that can impact your company’s app push notification CTR. First, the industry that your company belongs to is a highly important factor. When working on a push notification strategy to improve your CTR, continually benchmark your previous metrics and not your competitors or anyone else’s.
Because CTR can be different for each industry, mobile device, or segment, you need to work on your metrics and try to improve them to be better. Here are some tips and tricks to help you increase your company’s push notification CTR.
When building your app push notification strategy, segmenting your users based on user behavior, preferences, demographics, and engagement history can be helpful in increasing CTR.
For example, let’s say you’re improving your push notification strategy for a Media & Entertainment application. In this case, knowing the user’s past behavior and interest may help you build your strategy around what your customer likes and dislikes, leading to high CTR and engagement rates.
With Netmera’s predictive and intelligent segmentation capabilities backed with AI technology, you can create powerful segments based on your customers’ behavior. You can identify and target users based on their app engagement history and previous purchases. By using predictive segments, you can target people who are likely-to-churn or likely-to-buy and get higher conversion rates while increasing your CTR.
Geofence technology enables potential customers to receive location-based notifications as soon as they enter an area determined by the brand. By creating a “visual fence” around a geographical location, Geofencing is often used by businesses to target customers in specific locations or nearby certain stores with relevant and personalized promotions or offers, which helps get higher engagement rates and CTR.
When it comes to using Geofence in your campaigns, Netmera has some great benefits you wouldn’t want to miss. First of all, Netmera captures users within 200 meters, having a great advantage compared to other providers. Another advantage is that Netmera allows its users to create and run endless numbers of Geofencing at the same time, without any error occurring. Moreover, users are able to group those Geofences to use it with different campaigns offered to different segments and send out endless push notifications if they want to.
Your customers expect customization from you, and if you’re not using it yet, you’re missing out. According to McKinsey’s report in 2021, %71 percent of consumers expect personalized interactions from companies, and %76 percent get frustrated when their expectations don’t meet.
Using personalization in your app push notification strategy can increase your company’s CTR and therefore revenue effortlessly. Name personalization is what comes to mind when we talk about push notification personalization in the first place, and there is a reason for this.
Let’s say you’re an e-commerce brand building a strategy for your push notification campaigns. You’ve segmented your audience based on past behavior as we’ve talked about, and one of your customers, Sarah, has been interested in tablets for a while. When you’re targeting them with a notification, try to personalize the message for them. For example, you may send a push notification like this: “Sarah, we’ve thought you’d be interested in these Tablets all under $60.”
With this simple push notification, you have used segmentation, personalization, and message personalization all in one. With advanced segmentation, you have targeted a customer based on their past behaviors, added their interest with personalization, and used message personalization by using their name.
While designing your app push notification strategy, make sure to maximize your copywriting skills according to the nature of push notifications. Users receive tons of push notifications from tons of applications in a day, therefore compelling, concise, clear, and attention-grabbing push notifications are important for businesses.
Try to make short sentences in your app push notifications. Keep in mind that for Android, you have a 65-character limit for the title and 240 characters for the description. On the other hand, iOS does not give separate character limits for the title and description. For iOS, there is a 178-character limit before text is cut off, which allows you to write four lines of text without a separate title or description.
Though an iOS or Android notification may be up to 178 to 240 characters, most people won’t read it all if it’s that long. So, we recommend you keep it short and simple for every push notification you design and send.
Value Proposition & CTA's
Keeping your value proposition clear and concise is highly important since you have just limited words to express your message to your customers. Make sure you clearly communicate the value of your message to make your customers click on the notification to learn more about what’s in for them. Try to capture their attention with strong call-to-action phrases.
We’ve listed some of the most common call-to-action phrases for you to use depending on your industry. Simply pair them with your business offering, and add “now” to the end whenever it’s necessary.
Another important feature you may want to use when you want to increase engagement of your push notifications’ CTR is to A/B test your messages to see what works better. You can try different notification copies, images, and CTAs to identify what resonates best with your audience. Whenever you A/B test your messages, make sure to test one variable at a time to understand its impact on CTR.
Netmera’s Mobile A/B Testing feature offers its customers the ability to test both messages and App UI. While you can test different versions of your app UI to find out what is working best for your target audience, you can also test your push notification messages to find out how your audience reacts to your messages and can optimize accordingly.
Send Time Optimization & Frequency
Sending your push notifications at the right time based on your audience’s time zones is important for higher engagement rates and CTR. Have a look at your old campaigns to identify what time your audience is more likely to be active and responsive, or simply search for general information from reports specific to your industry.
You can optimize the send time of your push notifications according to the persona of your audience. To illustrate, it may not be a wise choice to send a campaign about the newest TV show added to your OTT application during working hours. Or, you may also think about sending a food delivery push notification campaign right after working hours, when people are hungry and thinking about food ideas.
Another important advice you may think about using if you want to increase your push notification CTR and engagement rates is to optimize the frequency of your push notifications. While push notifications play a significant role for your businesses in a highly competitive marketplace, they can also affect your business negatively if used recklessly. Sending too many notifications can increase uninstall rates. The goal is to determine the right frequency in order to prevent ad fatigue and brand blindness.
Another thing to help increase your push notification CTR and engagement rates is to locally adapt your text messages to the user’s preferred language. Also, consider tailoring your context to the user’s culture if possible to have even higher engagement rates.
At Netmera, you can easily send different language versions of a push notification based on device language or custom profile attributes and send the right message to the right audience.
Use Rich Media & Visuals
Try to use emojis relevant to your brand image and message context when possible. According to a study, emojis in push notifications increased open rates by 85% and conversion rates by 9%. Also, use relevant images and visuals to convey information more effectively than text alone.
Netmera allows its customers customers to send Rich Push Notifications through its platform, which enables brands to add media, visuals, and even GIFs to push notifications. Brands can create visually appealing push notifications to grab their users’ attention on the lock screen and get higher CTR and engagement rates. Moreover, Netmera allows you to add buttons to the notifications, making it possible to create mini-surveys like “this or that” questions with interactive push notifications.
It is also possible to add custom sounds to the push notifications. With Netmera’s custom sound feature, brands are able to send their push notifications with a special sound. This can make users understand the sender of the push notification without even looking at it, creating great brand awareness. To illustrate, a sports game application can use a “goal” sound when sending goal alerts to their users, or brands can use their personalized jingles on their push notifications to stand out.
Urgency & Scarcity
Create a sense of urgency in your text messages by using phrases like “limited-time offer, hurry up, low in stock, there are only 3 seats left” and more. While adding urgency and scarcity phrases is important for high CTR and conversion rates, avoid faking urgency in your messages.
Permission & Opt-In
While sending well-designed push notifications is important for your CTR and engagement rates, don’t send push notifications to users who have explicitly opted out. Respect user preferences and provide your users with a clear way to manage their notification settings.
Monitor & Maximize
Analyze the performance of your push notifications regularly and try to get powerful insights to maximize the efficiency of your strategy. Learn from both successful and unsuccessful campaigns and understand customer behavior and patterns.
Try to offer promotions, discounts, or rewards for your customers through push notifications to encourage them to interact with your campaigns and click to learn more. Don’t just award users who have engaged with your application but haven’t purchased a product or a service, but also remember to reward repeat buyers to keep them in your application and increase customer lifetime value and loyalty.
While building up your push notification strategy, remember that every customer is unique and not every strategy works for everyone. Gather data, monitor your campaigns, work on your approach based on real-time results, and work on what needs improvement.