Imagine that you’ve received a message on your smartphone, an SMS or app notification with an offer you just can’t refuse. It’s relevant for you, it hits the right note with your interests. Whatever the brand is, they know what personalized approach means.
Now imagine that you’ve received a spammy annoying notification about something you never cared for. Well, perhaps you don’t have to imagine. We all receive mail and messages that mean nothing but spam to us. Such things can easily turn us away from a brand forever, no matter how good its products or services are. Same thing with the oldschool cold calls, which ambush people and cause negative reaction.
The mobile marketing of today doesn’t allow that, it segments groups of customers. When a brand goes mobile, a relevant message become a powerful weapon for attracting a niche audience who opt to receive your offers, rewards, and immediate calls to action – which can spontaneously work if your message hits the mark.
Such a channel cannot be neglected, since it brings you to your customers much closer than emails, which always run high risks of being simply unread and thrown into trash bin. We wake up and check our smartphones, and we don’t go to bed without checking them one last time. Thus we take our daily share of SMS and app notifications, divided into local and remote (a.k.a. Push). Let’s take a look at all three options.
SMS messages are opened and read way more often than emails. Emails can be disregarded or get forgotten. One look taken at the header, and if it’s something overtly promotional, possibly irrelevant or uninteresting; and the reader is busy or in a bad mood – the email goes to trash bin. On the contrary, about 95% of all SMS messages are actually read. However, these messages, while being able to reach everyone, must be treated carefully. This technique doesn’t help segment customers into groups for more individual approach.
It’s actually the least preferable option of the three, since it’s costly, researchers say that it easier hits the wrong audience and results in being annoying. That’s not the best solution for specific niches. Meanwhile more and more brands use apps (in-app notifications) to get the most for marketing – the interaction between you and your customer is close as can be.
#2: Local In-App Notifications
These notifications are scheduled and shown to users while they are in the app. The most frequent case is asking people to rate the app, write a review on the application store, or simply getting an update. Every day, every week, every month – you set the frequency wisely. Same goes for personalizing your message – even a thing as simple as considering time zone in scheduling matters. The big rule is that local messages must encourage, not intrude. They are an essential part of the experience, adjusted for every user group.
#3. Remote (Push) Notifications
Push notifications involve the server side and are delivered to users when the app is in the background. Informative alerts and banners entice the user back into the app. While excessive messages can irritate the user, here is added the battery life consumption. Marketing-oriented push notifications must be not only timely, but as well entertaining. It is not the perfect candidate as the one and only tool to rely on – many people may easily ignore or turn them off. Yet the very option of turning them off is on your side – when the user is in full control, you have less chance to look intrusive.
These messaging options require a concise and clear message that gets to the point in a second. As a marketing & engagement tool, it has to start and effective dialogue between the brand and the client. Place your user in control, since it’s often appreciated. Don’t rely on just one selected option – it won’t work on its own. And don’t forget about different user groups which have different needs at different times, and are engaged by different content.
By John Hester