The different types of push notifications and their value in engaging your audience
Posted: Thu Dec 05, 2024 5:59 am
While email remains the main channel for communicating with your audience and customers, more and more brands are using push notifications. These provide the possibility of direct and instant communication. In today's world of immediacy, this is a powerful asset.
In fact, this format exerts a great power of seduction on consumers if we are to believe the impressive opening rates highlighted in studies (we will share the figure with you in the article).
We'll start by defining what exactly a push notification is, as it australia whatsapp number data 5 million may not be clear to everyone. We'll then review the main types of notifications used by brands, before presenting the three main interests of this format.
Article_types-Notifications-push_Hero
Summary
What are push notifications?
The different types of push notifications
The 3 main interests of push notifications
What are push notifications?
Push notifications are messages sent (“pushed”) by an app or website directly to the screen of a mobile device or computer, even when the app or browser is not open.
Unlike emails, which can pile up in your recipients' inboxes unread, push notifications are characterized by their ability to capture the user's attention in a way that is both instantaneous and direct .
Push notifications drastically reduce the journey between the sender and the receiver of the message.
This communication channel not only allows to increase the visibility of messages but also to interact in real time with recipients, without any action on their part being necessary. This is also why push notifications are often used to communicate urgent information, important messages or time-limited offers.
Technically, the push notification mechanism is based on a subscription principle that requires an initial consent action from the user. Push notifications rhyme with optin . An application or website can only start sending notifications if the user has explicitly agreed to receive them, often via a pop-up window asking for permission during the first use or visit.
The different types of push notifications
Push notifications are distinguished based on the type of device on which they are sent: mobile application, web browser, mobile wallet or connected device.
Mobile app push notifications
Mobile app push notifications are notifications sent directly to the home screen of a smartphone or tablet by a mobile app installed on the device in question.
This type of notification is used by mobile app publishers to engage their users by informing them about new content, special offers, important updates or any other relevant information related to the app.
A fitness app, for example, can send push notifications to remind the user about their daily workout, a banking app can send notifications to inform its user about a banking transaction, a media app can send a push notification to inform the user about a hot news story.
Mobile push notifications can leverage geolocation features to send notifications based on the user’s physical location. This is used in the travel industry, but also in retail. For example, retail apps can send the user special offers when they are near a store.
Overall, mobile push notifications offer a high level of personalization. We’ll come back to this important point later.
Article_types-Notifications-push_AppPush
Web push notifications
Web push notifications are notifications sent to users by a website through their web browser .
This type of push notifications appears as pop-ups or banners on the computer desktop or smartphone screen. Web push notifications are used, for example, by e-commerce sites and media to increase engagement rates and increase customer retention.
Again, users can only receive web push notifications if they have first given their explicit consent. This is usually done when they first visit the website via a dialog box asking if they want to allow the site to send notifications. Once permission is granted, the site can send notifications at any time, even if the user does not have the site open in their browser.
Most web browsers support web push notifications, be it Google Chrome, Mozilla or Safari or Edge.
Unlike mobile app push notifications, web push notifications do not require the user to download an app. Furthermore, they can be sent to users without the need to first collect personal information such as email or phone number. The only prerequisite is explicit consent.
Article_types-Notifications-push_WebPush
Push notifications via wallet
Wallet applications ( Apple Wallet or Google Pay) allow smartphone users to store payment cards and loyalty cards directly on their mobile device. This is also known as an electronic wallet and it is estimated that nearly a third of French people use this feature on a daily basis.
If you yourself are a user of an electronic wallet on your mobile device, you know that it is possible to receive push notifications via the wallet. Balance changes, updates, special offers linked to a loyalty card, event reminders: here again, the use cases for push notifications are multiple.
These push notifications have the advantage of being highly personalized and generally appreciated by users since they are directly linked to cards that they have deliberately chosen to add to their electronic wallet.
Article_types-Notifications-push_WalletPush
Notifications on a connected device
Notifications on a connected device, also called IoT (Internet of Things) notifications, allow you to communicate with users via “smart” devices : smart watches, fitness bracelets, home automation, etc.
The principle, as you will have understood, is the same as that of other types of notifications, it involves sending messages to users directly on their connected device to communicate with them instantly and contextually.
For example :
A smartwatch can display a push notification to the user to remind them of their next appointment or alert them of insufficient physical activity.
A smart thermostat app can send a push notification to inform that the home temperature is below the desired threshold and suggest turning up the heat before the user returns home.
A smart refrigerator app can send notifications to remind the user to consume food that is about to expire, etc.
We could multiply the examples. All applications used for connected devices can be used as notification support.
Article_types-Notifications-push_WatchPush
Why notifications are meeting with strong interest from brands and consumers. We have identified 3 key interests.
The 3 main interests of push notifications
1 - Advanced personalization and precise targeting
Push notifications make possible a level of personalization and targeting much better than what is possible on other channels (email, SMS, etc.).
The reason is simple: you have very precise data on the user's use of applications and services, their geographic location, their behavior, etc. However, it is well known that data is the raw material for personalized marketing.
The user of a fitness bracelet has not reached his daily physical activity goal? The system detects it instantly and can send the user an equally instant notification. The notification will be targeted not only in terms of its content but also in terms of timing.
In short, notifications allow you to send the right messages at the right time…and on the right channels (namely: the devices used by users to use the application).
Note that the level of personalization is lower on web push notifications due to the lower amount of data available. By construction, you have less information on your website visitors than on your mobile app or payment card users…
The data collected on users also makes it possible to set up very detailed customer segmentations , using several criteria (socio-demographic, behavioral, etc.), which can then be used to deploy ultra-targeted marketing campaigns.
It’s simple, no other channel allows you to send such targeted and personalized messages.
2 - A maximized opening rate
The opening rate of push notifications is estimated at 16.3% , which is almost 12 points higher than traditional communications.
High open and read rates for push notifications are due to two things:
First, to the precision of targeting and the high personalization of messages that we have just talked about.
Second, the notification delivery method: a notification is displayed directly on the device screen. The message is received instantly by the user who has enabled the display of notifications. It does not end up mixed in the middle of dozens of other messages, as is the case with emails.
Notifications respond to a societal trend and a strong consumer expectation: immediacy. A notification informing of an important news flash or an imminent weather event is much more likely to be opened than a classic marketing email. Instant reception encourages immediate opening .
The effectiveness of notifications is due to psychological mechanisms that would take a long time to explain. Even if they can be intrusive, the fact that the notifications have been accepted by the user is an explanation of their effectiveness. They generally respond to a need expressed by the user, to a request. Further proof that opt-in rules are not performance brakes, quite the contrary.
3 - Optimized engagement and retention
Push notifications in most cases have a very specific function: to encourage user engagement with the mobile application, website, wallet or connected device they are using.
To take this example, sending a notification to the user of a fitness bracelet aims to encourage the user to continue using their bracelet on a daily basis.
To take another example, a mobile audio reading application (e.g. Audible) has every incentive to “push” notifications to its users to encourage them to discover new books and increase user retention.
This is especially strategic in the world of mobile apps. Users often download apps that they quickly forget about. Sending notifications is the best way to remind them and increase their engagement.
What you need to remember
Push notifications are messages sent directly to users, whether on their web browser or smartphone screen. The power of push notifications lies in this instantaneous nature. The average opening rate of notifications reflects the interest that users have in this means of communication.
The performance of a push notification strategy depends on the relevance of the approach adopted . The main challenge associated with push notifications is pressure management. Too many notifications can lead to a feeling of intrusiveness that goes against the expected effect. This is what we will discuss (among other things) in the next article dedicated to best practices in push notifications.
In the meantime, feel free to experiment with the different types of push notifications presented in this article and measure their impact on your KPIs. Push notifications are a great way to boost your business and build a special relationship with your users. So, are you ready to take it to the next level?
In fact, this format exerts a great power of seduction on consumers if we are to believe the impressive opening rates highlighted in studies (we will share the figure with you in the article).
We'll start by defining what exactly a push notification is, as it australia whatsapp number data 5 million may not be clear to everyone. We'll then review the main types of notifications used by brands, before presenting the three main interests of this format.
Article_types-Notifications-push_Hero
Summary
What are push notifications?
The different types of push notifications
The 3 main interests of push notifications
What are push notifications?
Push notifications are messages sent (“pushed”) by an app or website directly to the screen of a mobile device or computer, even when the app or browser is not open.
Unlike emails, which can pile up in your recipients' inboxes unread, push notifications are characterized by their ability to capture the user's attention in a way that is both instantaneous and direct .
Push notifications drastically reduce the journey between the sender and the receiver of the message.
This communication channel not only allows to increase the visibility of messages but also to interact in real time with recipients, without any action on their part being necessary. This is also why push notifications are often used to communicate urgent information, important messages or time-limited offers.
Technically, the push notification mechanism is based on a subscription principle that requires an initial consent action from the user. Push notifications rhyme with optin . An application or website can only start sending notifications if the user has explicitly agreed to receive them, often via a pop-up window asking for permission during the first use or visit.
The different types of push notifications
Push notifications are distinguished based on the type of device on which they are sent: mobile application, web browser, mobile wallet or connected device.
Mobile app push notifications
Mobile app push notifications are notifications sent directly to the home screen of a smartphone or tablet by a mobile app installed on the device in question.
This type of notification is used by mobile app publishers to engage their users by informing them about new content, special offers, important updates or any other relevant information related to the app.
A fitness app, for example, can send push notifications to remind the user about their daily workout, a banking app can send notifications to inform its user about a banking transaction, a media app can send a push notification to inform the user about a hot news story.
Mobile push notifications can leverage geolocation features to send notifications based on the user’s physical location. This is used in the travel industry, but also in retail. For example, retail apps can send the user special offers when they are near a store.
Overall, mobile push notifications offer a high level of personalization. We’ll come back to this important point later.
Article_types-Notifications-push_AppPush
Web push notifications
Web push notifications are notifications sent to users by a website through their web browser .
This type of push notifications appears as pop-ups or banners on the computer desktop or smartphone screen. Web push notifications are used, for example, by e-commerce sites and media to increase engagement rates and increase customer retention.
Again, users can only receive web push notifications if they have first given their explicit consent. This is usually done when they first visit the website via a dialog box asking if they want to allow the site to send notifications. Once permission is granted, the site can send notifications at any time, even if the user does not have the site open in their browser.
Most web browsers support web push notifications, be it Google Chrome, Mozilla or Safari or Edge.
Unlike mobile app push notifications, web push notifications do not require the user to download an app. Furthermore, they can be sent to users without the need to first collect personal information such as email or phone number. The only prerequisite is explicit consent.
Article_types-Notifications-push_WebPush
Push notifications via wallet
Wallet applications ( Apple Wallet or Google Pay) allow smartphone users to store payment cards and loyalty cards directly on their mobile device. This is also known as an electronic wallet and it is estimated that nearly a third of French people use this feature on a daily basis.
If you yourself are a user of an electronic wallet on your mobile device, you know that it is possible to receive push notifications via the wallet. Balance changes, updates, special offers linked to a loyalty card, event reminders: here again, the use cases for push notifications are multiple.
These push notifications have the advantage of being highly personalized and generally appreciated by users since they are directly linked to cards that they have deliberately chosen to add to their electronic wallet.
Article_types-Notifications-push_WalletPush
Notifications on a connected device
Notifications on a connected device, also called IoT (Internet of Things) notifications, allow you to communicate with users via “smart” devices : smart watches, fitness bracelets, home automation, etc.
The principle, as you will have understood, is the same as that of other types of notifications, it involves sending messages to users directly on their connected device to communicate with them instantly and contextually.
For example :
A smartwatch can display a push notification to the user to remind them of their next appointment or alert them of insufficient physical activity.
A smart thermostat app can send a push notification to inform that the home temperature is below the desired threshold and suggest turning up the heat before the user returns home.
A smart refrigerator app can send notifications to remind the user to consume food that is about to expire, etc.
We could multiply the examples. All applications used for connected devices can be used as notification support.
Article_types-Notifications-push_WatchPush
Why notifications are meeting with strong interest from brands and consumers. We have identified 3 key interests.
The 3 main interests of push notifications
1 - Advanced personalization and precise targeting
Push notifications make possible a level of personalization and targeting much better than what is possible on other channels (email, SMS, etc.).
The reason is simple: you have very precise data on the user's use of applications and services, their geographic location, their behavior, etc. However, it is well known that data is the raw material for personalized marketing.
The user of a fitness bracelet has not reached his daily physical activity goal? The system detects it instantly and can send the user an equally instant notification. The notification will be targeted not only in terms of its content but also in terms of timing.
In short, notifications allow you to send the right messages at the right time…and on the right channels (namely: the devices used by users to use the application).
Note that the level of personalization is lower on web push notifications due to the lower amount of data available. By construction, you have less information on your website visitors than on your mobile app or payment card users…
The data collected on users also makes it possible to set up very detailed customer segmentations , using several criteria (socio-demographic, behavioral, etc.), which can then be used to deploy ultra-targeted marketing campaigns.
It’s simple, no other channel allows you to send such targeted and personalized messages.
2 - A maximized opening rate
The opening rate of push notifications is estimated at 16.3% , which is almost 12 points higher than traditional communications.
High open and read rates for push notifications are due to two things:
First, to the precision of targeting and the high personalization of messages that we have just talked about.
Second, the notification delivery method: a notification is displayed directly on the device screen. The message is received instantly by the user who has enabled the display of notifications. It does not end up mixed in the middle of dozens of other messages, as is the case with emails.
Notifications respond to a societal trend and a strong consumer expectation: immediacy. A notification informing of an important news flash or an imminent weather event is much more likely to be opened than a classic marketing email. Instant reception encourages immediate opening .
The effectiveness of notifications is due to psychological mechanisms that would take a long time to explain. Even if they can be intrusive, the fact that the notifications have been accepted by the user is an explanation of their effectiveness. They generally respond to a need expressed by the user, to a request. Further proof that opt-in rules are not performance brakes, quite the contrary.
3 - Optimized engagement and retention
Push notifications in most cases have a very specific function: to encourage user engagement with the mobile application, website, wallet or connected device they are using.
To take this example, sending a notification to the user of a fitness bracelet aims to encourage the user to continue using their bracelet on a daily basis.
To take another example, a mobile audio reading application (e.g. Audible) has every incentive to “push” notifications to its users to encourage them to discover new books and increase user retention.
This is especially strategic in the world of mobile apps. Users often download apps that they quickly forget about. Sending notifications is the best way to remind them and increase their engagement.
What you need to remember
Push notifications are messages sent directly to users, whether on their web browser or smartphone screen. The power of push notifications lies in this instantaneous nature. The average opening rate of notifications reflects the interest that users have in this means of communication.
The performance of a push notification strategy depends on the relevance of the approach adopted . The main challenge associated with push notifications is pressure management. Too many notifications can lead to a feeling of intrusiveness that goes against the expected effect. This is what we will discuss (among other things) in the next article dedicated to best practices in push notifications.
In the meantime, feel free to experiment with the different types of push notifications presented in this article and measure their impact on your KPIs. Push notifications are a great way to boost your business and build a special relationship with your users. So, are you ready to take it to the next level?