Customer engagement is very important if one has to increase the demand for one’s products. Today every company is behind a number of growth-hacking ways in which the customer interaction with its products can be improved. As digital marketing is the next big thing, it is very crucial on the part of the business owners to decide which digital channel must be used to improve the customer connectivity. To make the customers come back to your website or your app, it is a matter of fact that your communication channel must be able to deliver the required message in an efficient as well as in an interesting way.
The most widely used form of digital marketing till now is the Email marketing. And this channel has been used since so many years and it has proved to be one of the most efficient ways of reaching out to the customer. Mass marketing email, for the first time, according to the sources was sent around the year 1978 by Gary Thuerk to about 400 individuals. Ever since then, email marketing is being used on a wide scale by most of the businesses and now it has reached to a figure of approximately 2 billion emails being sent per day. But what’s disappointing is the fact that more than half of these emails end up in the spam folder. And thus the efficiency of email marketing has reduced over time thereby paving way for new channels of marketing. Push notifications is one such channel that has got strong roots in today’s world of digital marketing. Despite being new to the world of marketing, the web push notifications / browser push notifications have marked their significance compared to the traditional method of email marketing.
Continue reading how the push notifications serve better purposes when compared to emails.
1. CLICK-THROUGH RATE:
It only Takes One Click to Subscribe
It is observed that the communication through push notifications has achieved better click-through rate when compared to the emails. Click-through rate is the ratio of the number of times a link has been clicked to the number of times the link has been viewed, the link being sent through a push notification or an email. It is obvious that a user whose inbox receives around 100 emails per day would certainly be least interested by the time he reaches the 100th mail. And there are also chances that he wouldn’t even reach it. Whereas, the push notifications which are certainly eye-catchy draw the attention of the user immediately and the user tends to click on that link. What’s better than attracting a user to your website or app?
2. SUBSCRIPTION IS UNDER THE USER’S CONTROL:
Don’t Worry Its All Under Control
No user is unacquainted with the word ‘spam’. It is something undesirable. So when the user starts getting bored of the constant emails he keeps receiving every day, he would decide to do something to stop receiving them. To stop receiving an email, he either has to “unsubscribe” or has to “mark it spam”. But do these help him from not receiving the mails? The answer is no, as the sender might not accept his request to unsubscribe from their service or the sender might start sending mails from a new mail id, in case the previous one has been marked as spam. Thus, the subscription for a service is not completely in the user’s hand when it comes to email communication. But, it is not the case with the push notifications. With website push notifications you can make the choice of receiving the messages or not receiving the messages just with a click and it’s done! You are just a button click away to control the subscription.
3. INVOLVEMENT OF CROSS PLATFORMS:
In today’s era of digitalizations, there are many devices that are being used by the people to browse. We have got personal computers, laptops, mobile phones, tablets and many other devices to access. Push notifications work on all the platforms efficiently and deliver the information to the users. There are no limitations imposed on the types of devices when it comes to the push notifications. While emails can be viewed only when you login to your account and check the inbox.
4. INSTANT DELIVERY OF INFORMATION:
Fear Of Missing Out
It entirely depends on the customer to decide when and how many times he / she checks his emails. Studies show that around 40% of the people check their mails not more than 3 times a day. So when you send some information through an email, you are completely relying on the customer. But what if you want to tell something important to the customer? Well, push notifications come to your rescue in this case. You don’t have to wait for the customer to open his inbox; instead you send him the notification and make sure that it delivers the information instantly.
5. MESSAGES ARE COMPOSED QUICKLY:
I don’t Need Your Service
Honestly speaking, email composition takes up a lot of time. It is because you have to fill in more content and also take care about how the email would appear once sent to the customer. You spend time on retakes and check if they are meeting the standards and finally end up doing a lot of editing. It is not only the time you are investing but it takes many other resources to compose emails. But woah, push notifications being just 2-3 lines of content take barely any time to compose, and they don’t even need to meet any design standards as the way they look is controlled by the browser itself. Doesn’t it seem better?
6. ** SUBSCRIPTION MADE EASY:**
Yeah Hold on Just a Second, Am Subscribing
Well the customer might not be interested to invest much of his time to subscribe. When it comes to email subscription, the user is prompted to type his name (optional, and the user might not be interested to reveal) and then he is asked for his mail id, which he might not be interested to provide or might even end up providing the one he hardly uses. And the last thing you want to happen is the user gets vexed up with this process and doesn’t subscribe at all. But with push notifications, the user can just click on the ‘ALLOW NOTIFICATIONS’ button and the process is done.
7. AVOIDING FAKE SUBCRIPTIONS:
No More Fake Emails
Estimate how feasible it is if the browser itself helps handle the subscription on behalf of the visitor? And this is exactly how the push notifications work. In the case of email marketing, the user might provide a fake mail id which doesn’t actually exist when there is a situation where he has to definitely provide one, but is not interested in receiving any further notifications. But push notifications do not work in this manner. With the browser notifications, users cannot choose their contact information. And this guarantees that the users provide 100% accurate information.
8. RESPONSE TIME:
Response time is the time elapsed between two actions- (i) the subscriber receiving the email or push notification (ii) the subscriber interacting with it. Notifications have registered a 30-40% instant interaction on the part of the push subscribers while email interaction takes not less than 6.5 hours.
9. CUSTOMIZED USER NOTIFICATIONS:
Apart from not interrupting the user activity, the push notifications facilitate personalization of the information. The user can subscribe to receive the notifications providing the information on his topics of interest. This even helps in improving the user engagement without annoying the user with continuous emails on irrelevant topics.
10. OPT-IN RATE:
Opt-in rate is one of the most important measures of calculating the efficiency of the marketing strategies. It is the ratio of the number of users who have interacted with the business product to the number of users who have subscribed for the notifications or emails. There is a large difference in the opt-in rates of push notifications and emails.
While emails have only a 5% opt-in rate on an average, push notifications have around 65% opt-in rate.
In lieu of the points mentioned above, it can be safely concluded that the push notifications have an edge over email notifications.
If you have any doubts or concerns, feel free to drop a line or two in the comments section. I shall reply in a day or two. Keep watching this space for insights and tips on desktop push notifications. My best wishes are with you and your venture. Cheers!
The post 10 Reasons Why Website Push Notifications are better than Email appeared first on Pushmaze.