If you're someone who frequents this site regularly, chances are you might have come across tons of write ups on browser push notifications. In fact, it's all we've been talking about for the past few weeks, right from a myth busting piece on common misconceptions about this marketing channel, to a comprehensive comparison with traditional E-mail re-targeting methods.
Being the relatively fledgling marketing channel that browser push is, marketers are still experimenting, tweaking certain elements and trying out various combinations in a bid to perfect it as a legitimate and leading medium for re-targeting and user engagement. If you're one of them, here are a few common mistakes you can file under the 'Do not do' category.
Do not send blanket notifications
The first rule of hyper personalization, as the very name suggests, is one size doesn't fit all. One of the worst things you can do to make your browser push notifications redundant is stick to a common standard text to hit your entire demographic with, without factoring in the personalization aspect. Not only does it go against the very intent of browser push notifications (providing value-adding information to the consumer) but it is fundamentally redundant to send out a bland and inane notification and expecting it to draw the user to your website.
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Do not send push notifications at a fixed time
It seems like an easy mistake to make, a pretty harmless thing to overlook, but not accounting for the time zone of your users is one of the worst things you can forget to do. It's not stretching it to state that a push notification with the content and CTA right on point, albeit sent out at a bad time, is less likely to appeal to the user than a relatively average one that is however timed perfectly.
Imagine going through the painstaking process of segmenting your users into precisely defined groups, crafting the perfect message and topping it off with precise deep links, only to send it to an entire demographic at 3 in the morning and watch them swipe it away along with tens of other notifications of inferior quality when they check the phone the next day. If you want your user to fully appreciate the brilliance of your notification and act on it, make sure you do your research to figure out the perfect time to hit them.
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Don't overwhelm your users with constant notifications
Getting people to buy stuff from you is not akin to shooting fish in a barrel. You can't send tons of notifications their way, and expect one to finally get through and do the job. Ironically, the only thing you'd end up doing is annoy them and make sure they never buy from you again. Your messages might be carefully constructed to the user's specific tastes and the first one might even be perfectly timed, but it still won't make a difference if you bombard the user every few hours, especially if he has not shown any inclination to respond to the notifications.
It's important to space out your notifications, giving the user a breather before hitting him with the next one. Consecutive notifications are both intrusive and irritating, and ultimately only serves to have a detrimental effect on your bid to acquire new customers or bring your existing customers back to the website again.
So there you go. Found these tips useful? Is there anything else you would add, or do differently? Let us know by dropping a comment below.
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