The popularity of mobile devices has also given rise to mobile applications. These apps have made it easier for businesses to connect with their customers. Once installed, an app will provide multiple ways to connect. One of the most-widely used methods is that of push notifications. In fact, user-centric push notifications are an important part of any mobile marketing strategy.
Why User-Centric Push Notifications?
These days, nearly all apps use push notifications in one way or another. The main aim of these notifications is to increase the interaction between the company and the users. Regular interaction is necessary for a brand. In this way, the brand remains on top of the user’s mind. There is an increase in engagement. In turn, customer retention is improved as well.
However, simple push notifications are no longer enough. Nowadays, mobile users get numerous notifications daily. As such, they are certain to ignore most notifications unless they provide value. As a result, notifications must focus on or be centric to the user’s needs. These user-centric push notifications are what you need. After all, they get more attention.
There is one more reason to use such types of notifications and that is the relevancy. People are more likely to check out something that is relevant to their specific needs. Generic notifications are dime a dozen. As such, people ignore them more often than not. By customizing the notifications, it is possible to increase the click rate. After all, people are more likely to check them out.
As a result, user-centric push notifications will help the company remain relevant. It maintains the value of the brand and its usefulness.
Of course, if you want to make the most out of these notifications, it helps to know how. Here are some ideas that you can use for your own notifications.
Keep User History in Mind
As the name suggests, user-centric push notifications focus on the user. For this reason, you need to know about the past behavior or history of the user. This data is critical to the success of such notifications.
Users tend to interact with apps in a consistent manner. For example, a user might use an e-commerce app to shop or look for clothes. With this history in mind, the app can send notifications about new clothes in stock. The user is more likely to clock on such notifications.
Even if the user does not purchase instantly, he or she is sure to come back again. After all, there was useful engagement. Increasing interaction this way is certain to lead to benefits down the line.
Use Custom Dynamic Content
In simple terms, dynamic content means that the content is not fixed beforehand. Instead, it changes on the basis of different variables as required. In other words, no generic content is provided to the user. These are unique notifications that will rarely be the same for different users.
For using dynamic content with your notifications, you need access to the history and details of the user. Using these details, the app will create a customized notification for that user. For example, consider an e-commerce app. It is possible to provide a static notification saying that there are items in the cart. However, a dynamic notification will also tell the number of items and provide the user name as well.
By their nature, notifications with dynamic content focus on the needs of the user. As a result, they offer higher interaction rates.
Use Location Data
Location data can be quite useful for user-specific notifications. Of course, not all companies need location data for their services. However, it can be quite effective for those apps that do use it.
With location data, you can trigger specific notifications based on the location of the device. The location history may help as well. There are different ways of using these details.
One of the best examples would be Google’s Maps app. This app automatically notifies users to provide reviews whenever they visit certain locations. Using the location history, the app requests users to provide reviews, upload pictures, add other details. Similar features can be used for any app with access to the location.
Test User-Centric Push Notifications
Simply creating such notifications is not enough. You need to make sure that they are working. For this, you need to test them continuously. The best way to do so is by A/B testing them. These tests can help you identify the best aspects of the notifications. For example, you can find out what kind of CTA works best or what type of notification.
In short, the tests can help you increase the overall interaction with users.
The fact is that people need value from your app. If an app does not remind users, it will not be used often. In fact, the user may end up uninstalling it. In the same way, users will also uninstall apps that provide too many useless notifications. Users are bound to get tired of those messages and uninstall.
In both cases, your company will lose a customer. Notifications that focus on the user are less likely to annoy. They may even provide value. As such, the user is more likely to keep them around in the phone. This gives you more chances to make a sale.