Push notification campaigns are a staple for engaging mobile app users and increasing app usage. With a short message publishers break important news, alert users about a new issue that is on newsstands, or even promote a new subscription offer, all in an attempt to get users back into the app. But how can you be sure that the message isn't falling on blind eyes?
We've previously discussed different types of push campaigns publishers can implement to increase subscriptions, but what about the creating the actual message? Here's a quick guide to crafting the perfect push notification campaigns and making sure your messages aren't being ignored!
Think about the message
Whether your campaign is focusing on content or promotions, push notifications needs to be short and sweet, but also need to peak curiosity. Otherwise your notification will be ignored.
To craft the perfect push notification write in a tone that is inline with your editorial and audience, and use CAPS to draw attention to important words. Also, consider using emoticons to add sentiment to your copy, where appropriate. Emojis not only grab attention and allow you to express ideas in fewer words, but also help humanize push notifications - an important factor for getting users to follow through on the action you're requesting. For example, if your push notification is about summer travel content, use emojis like the sun, a palm tree or cocktail to inspire users to tap through to your content.
Finally, on a more technical point, try not to go beyond the 128 character limit when drafting your messages – otherwise it will get cut down and won’t make much sense.
Scheduling push notifications
It's important the schedule push notifications only when they are true necessary and adding value, otherwise they can become annoying and users could opt-out. The best way to be strategic is to develop a mCRM strategy according to the user journey. For example, new users might need a little incentive to open your app, while loyal subscriber might just want a monthly message when a new issue is available.
Need help getting started on your mCRM strategy? Check out our previous blog post: "5 push notification campaigns to help you sell more digital magazine subscriptions"
Scheduling will depend of your approach, however a good schedule could be a push a week, which is enough to keep your app top of mind. The key point to remember is that it's a thin line between providing useful updates and spamming. The best recommendation to not overstep the boundary is to put yourself in your users’ shoes and use your judgement wisely.
Once you've gotten a hang of creating compelling messages and scheduling, look to see where you can increase notification engagement with localization. Push notifications can be targeted to send to a specific geo-location, like everyone in a certain city, or to users who fall within a specific geographic parameter (called geo-fencing), like a city block.
Both can be used for specific campaigns where you want to target a specific segment of users. For example, invite users from a specific city to attend an event sponsored by your publication, or offer an advertiser deal to people who are close to a retail shop. With location-based targeting you're only limited by your creativity, but be sure that you are providing value so messages are not misinterpreted as creepy!
Last words of advice
Push notifications are the app marketers best weapon for fighting low usage and low retention. Remember that you can send out push notifications to all the users who have enabled this feature when first installing the app as long as your app is live – so make sure you communicate the advantages to opting-in in your app store description!