What Is Push Messaging?
Push messaging is another word for push notifications. Mobile teams use these messages to engage their app users.
How Does Push Messaging Work?
Push notifications are a fantastic way of communicating with and engaging your users, but they can be so involved that they need an entire marketing strategy of their own. Studies have shown that by using the right push notifications tools, app teams can raise retention rates by up to seven times, while open rates can increase by up to 800 percent.
Push messaging strategies start right from the point of app download with the opt-in settings. Marketers should be wary of flooding their users with too many permissions requests. Some apps offer solutions to override the default system prompt and make the ask at a better point in the user journey, instead of requesting push permissions right away.
After the initial app download, marketers can retain customers by personalizing their push notifications. This can be anything from using the person’s first name in messages to sending out automated notifications based on user location or purchasing behavior.
Timing also plays a crucial role in an effective push messaging strategy, marketers can send alerts all at once, at a scheduled time, or based on time zones, app usage patterns, or in-app triggers. Marketers can automate these strategies to save time and target more users at once. Furthermore, marketers can create segments based on behavior, age, location and more.
Other considerations include user location, not only to send notifications like an alert to a change of gate at an airport, but also to ensure that you reach global audiences with messages in their native language.
Finally, a good push messaging strategy will recognize the benefits of cross-channel messaging, using push notifications in tandem with other mediums such as email. This approach encourages engagement in and out of the app. Marketers can then use an integrated analytics dashboard to compare the value of different channels and A/B test to ensure they are targeting their users most effectively.
What Does Push Messaging Mean For Marketers?
Push messaging is one of many tools that help a mobile app reach its true potential for customer engagement and retention. By taking into account data on preferences, location, age, language, and more, marketers can set up notifications which are targeted towards different user segments and increase conversion rates across their entire app.
When used appropriately with other channels, like a push notification preceding a follow-up email, marketers can ensure users are engaged at every point in the customer journey.
To make the most of your push messaging strategy, read Leanplum’s Guide to the 10 Best Push Notification Tools.