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Sixty per cent of iOS and Android users are more comfortable with push notifications, making these notifications an essential part of any app's marketing strategy. Our guide to push notifications will show how you can boost the growth by as much as 88% and increase user engagement by 88%. However, to achieve this, knowing why they would benefit users is essential. In this guide on push notifications in iOS, we discuss their function along with the best practices to ensure maximum outcomes for maximum performance.
What Are The Push Notifications?
Push notifications send messages directly to the user's device via the notification center and lock screen and do not require the user's contact information beforehand. App developers can send push notification actions to mobile devices when their intended customer has installed and enabled mobile app engagement push notifications. This method of marketing has the benefit of not excluding potential contacts.
In certain circumstances, they need to obtain permission from the user before sending push notification messages. This means adhering to the best practices laid in this article on push notification platforms to not over-extend their reach or cause disappointment by sending push notifications that could be received by someone other than the intended recipient.
Each operating system has its push notification sound system, With more sophisticated forms being made available in the future. Today, creating custom-designed tones, sending messages, or even including an icon badge number without opening the app usage is possible. Users can even perform specific actions without opening the app. These transactional notifications help keep users active and may even re-engage users with no longer active apps, which can help increase conversion rates in apps and LTV.
Nicole Castillo of News Corp recently gave a speech at The Application server Promotion Summit. She suggested that in this post-pandemic age, we see an evolution in users' perception of push notification marketing and that with it comes the need for transformation.
To boost engagement and increase growth, News Corp has implemented in types of push notification campaigns marketing techniques like A/B tests to "ensure that we are delivering the appropriate message, the right target appropriate timing" and using media or language (such as emoticons) "which ensure authenticity of the brand and avoid clickbait". See below for Nicole's presentation. In order to view the video, YouTube requires that you agree to the use of marketing cookies.
What's The Difference Between Push Notifications And In-App Messages?
Businesses must distinguish between push notifications and the capability to send in-app messages, which are also known as "in-app messages" in-app messages, from one another. In-app retention messages require your application to be opened so the recipient can view and read them. However, push notifications in iOS can reach users even if they do not open your app and are activated with opt-in privileges. After they have received them, they will be able to view them within their notifications center, labeled "unopened messages".
It is important to note that iOS (iPhone) along with Android operating systems manage notifications via push differently. Android notifications are activated by default, while iOS users have to opt into each application installed to be notified via push. To learn more about the settings for Apple's notification permissions, go here.
Push Notification Optimization In iOS: Eleven Best Practices
Beware Of Automatic Permission Requests
Whatever your creativity is, push notification previews on mobile devices are useless when users do not sign up to receive them. The majority of users come back within 30 days of when push notifications are activated, so convincing them to allow these is essential to ensure app's retention and success.
Instead of sending an automatic permission request to all new users, it is better to build trust. They must be able to trust your product and be confident that they won't be abused by accessing push notifications. Additionally, you should consider the best time when asking permission for push notifications based on application vertical (for example, e-commerce apps may want to request permission to send push notifications about the delivery of the product bought). It will be a good idea to demonstrate your value of the product.
The opt-in message on iOS can't be personalized for every user. Still, as illustrated below, you can make your splash screen appear before any pop-up displaying messages via push to your users. Utilize this splash screen to provide an opportunity to showcase your most persuasive ideas and convince people that they should sign up for your push notifications. Leanplum Push Pre-Permissions offers tools to aid in this process.
Read More: Maximize Sales with Dynamic Push Notifications: 3 Strategies Revealed!
Deliver Actionable Alerts
Awareness of the reasons behind a particular iOS push notification is crucial. Otherwise, it can impact retention, engagement, and user experience. When you send push notifications to users, make sure that the message outlines the actions they must take. Use calls to action (CTAs) that provide helpful information to help them do this successfully.
When creating your Call-To Action (CTA), be sure to take note of this: the remote notification is an invitation or an update about what the user would like to know. For example, in a travel application, the messages might contain instructions on how to fill out a boarding pass or inform of flight delays. Examples such as these show how CTAs could benefit customers and the way they need to respond accordingly.
Personalize Push Notifications
Just knowing how mobile notifications provide value isn't enough - to ensure their efficacy you need to know precisely which users they are reaching and in a way that is creative. The use of personalized push notifications will provide this. Individualized types of notifications address creatives, frequency, delivery times, locations, and types of content. This is why it's important to group users accordingly.
In addition, when you can, you should address every person by name while providing pertinent information related to the CTA, like reports on flight numbers and time, which can include details on flight delays, and delivery updates, which can consist of order numbers for an update on the status of delivery.
At the same time, push notification settings should be crafted based on the user's stage of life. To keep users entertained and to increase LTV, personalized push notifications at critical points in the user's journey should be delivered at the perfect moment to keep them engaged at the right time in the user's journey. Notifications related to eCommerce or travel activities need prompt delivery, especially to be effective.
Test CTA/CTV Messages
Call-to-action (CTA) will instruct users on what actions to take. At the same time, the call-to-value (CTV) provides them the advantages they can expect from those actions, like when traveling or watching videos. At the same time, it's the counterpart (call for value) usually informs users of the advantages realized, e.g. "Check in right now" in the case of applications for travel or "add the watchlist" can mean giving customers an offer like 20% off on products, etc.; evaluating the best creative option based on each segment of the audience as results can differ based on the reason why the push notifications were issued, e.g., CTV probably wouldn't be effective when notifying someone that to arrive late on their flight and reversed.
Utilize Push Notifications Judiciously
To avoid user resentment or fatigue, you should use push notifications sparingly. Consider when and how to deliver them. Keep the CTA (or call-to-action) action in mind when you send out more push notifications, but without offering any relevant actions or benefits. If users are exhausted or negative, they may turn off push notifications entirely or remove the app.
Get The Most Value From Limited-Time Offers
Another way to increase conversion rates is to use limited-time offers. The offer of something beneficial at the right time can entice customers to click your CTA, for example, offering customers a final chance to take advantage of it before it's gone. When you create limited-time offers for advertisements or push notification preferences, ensure you convey your offer's value to the users before sending.
Test creatives that yield results can be beneficial. For example, a mobile game might offer free in-game currency to serve as an incentive and help keep players interested throughout its short availability. For instance, offering limited-time deals could motivate players to take action before the offer ends to encourage CTA completion.
Geolocated Push Notifications
Geolocation of users can be used to deliver push alerts that can help convert customers and increase customer loyalty. For instance, these notifications can direct customers to local stores - a highly effective marketing strategy. Still, there are risks in the wrong way. It would help to incorporate deep links in your message to make the most impact while adjusting your offers to local conditions.
Be Alerted To App Updates For Users
Push notifications can also notify users of app messaging updates, particularly those with automatic updates. This ensures they can still enjoy the best user base experience with your app. Remember which advantages and enhancements are diminished if you don't upgrade immediately.
Utilize Notifications To Help Users Stay In The Loop About Their Objectives
Fitness and wellness apps could utilize push notifications as an effective way to help users stay on track with their goals by delivering push notifications that serve two purposes: users can schedule an automatic program with no manual setting alarms, and they gain from an increase in retention and usage of the app. These push notifications could benefit Fintech applications that want to help customers with business management.
Make Use Of Power Words In Your Creative Notifications
Notifications for user actions lock screens need your design to be concise and clear. This may be limited initially. However, there are endless possibilities of including rich media-like images. CleverTap offers over 250 powerful words proven to convert and will help you in this research process.
Conclusion
Effective iOS push notification strategies use targeted, current and relevant content that is a hit with users, ensuring involvement and keeping them engaged. Leveraging data-driven insights, A/B testing, feedback loops, and balance frequencies/relevantities ensures that relevance/resonance is optimal and app user retention is continued. Businesses can achieve lasting user retention through meaningful interactions that ensure ongoing user engagement through balance in frequency/relevance ratio.
