Email is considered the champion of the customer lifecycle journey, but there’s another channel that deserves some love.
That channel is push notifications.
Push notifications are currently one of the fastest-growing channels in the digital marketing world – and for good reason. With over 6 billion unique mobile subscribers around the world, and an ever-increasing transition away from the desktop and toward mobile currently taking place, establishing a beachhead on those mobile devices is an absolute marketing boon for the world’s brands.
Add in the tantalizing relevance/personalization potential on offer and the sky-high mobile app push notification opt-in rates currently being reported, and you’ve got a recipe for success.
With that in mind, let’s take a look at what makes an effective push notification marketing strategy, and how AI can help.
What makes a push notification strategy work?
In the world of push notifications, relevance and language are king and queen. Delivering the right message at the right time to the right person is the key to successful push notification marketing.
Mobile devices offer a great deal of useful user data to any brand hoping to deliver a timely, relevant message right at the moment when it can have the biggest potential to prompt a user to take action, thus driving revenue (which is the whole point, right?).
Just because so much user data is available, however, doesn’t mean you always have to use it. Strategies perceived as invasive, dishonest, or manipulative will accomplish little more than turning off consumers and causing them to opt out. That’s something every brand should be looking to avoid.
That’s why using on-brand, quality language in push notifications is so crucial. If your push notifications don’t offer value, and if they don’t reflect positively on your brand, you are likely wasting your time sending push notifications at all. Respecting the brand-consumer relationship and crafting your push notification language in a way that reflects this respect can make all the difference in the world.
Luckily, artificial intelligence technology can help any brand accomplish exactly that.
How can AI help?
Since they are so language-heavy, the quality of copywriting in push notifications has a particularly high impact on their performance. Even for email subject lines – digital marketing’s other language-first channel – the first thing a subscriber sees is invariably who sent it. Only then will a subscriber look at the subject line. Push notifications, on the other hand, put language at the center of attention.
That’s why AI language generation and optimization tools have had so much success in improving push notification performance. Any push notification marketing message has thousands – if not millions – of linguistic variables at play. With so many different ways to structure any push notification message available, finding just the right combination of linguistic elements ensures that each push message is presented in the way that delivers maximum revenue-driving potential.
This language importance shows on Phrasee’s incredible track record of 44% median uplift with push performance. We have seen that, at scale, optimizing the language of a push notification can have a significant positive impact on user interactions.
Phrasee React can optimize triggered push notifications in real-time so that the recipient is always getting the version that’s most likely to deliver a tap and a conversion. A lot of triggered communications in the customer lifecycle are set up and then left alone – why not bring in some AI to ensure that those communications are always improving in the background?
Pushing for a more lucrative mobile marketing future
The potential that push notifications have for revolutionizing the ways in which consumers interact with brands can scarcely be overestimated.
However, it behooves brands and marketers to tread lightly here. Utilize push in a way that feels invasive and doesn’t respect the privacy of those you are trying to reach, and they’ll close the door on you just as quickly as they opened it.
Testing and optimizing your brand’s approach to ensure a positive user experience is the only sensible way forward.
If you aren’t using every tool at your disposal (including AI) to make the most of your push notification footprint, you could be missing out on a golden marketing opportunity.