Push notifications are a powerful tool for businesses to engage with their users, but implementing a flawed strategy can do more harm than good. Here are some common mistakes that businesses make when implementing push notification campaigns and tips on how to avoid them:
Using Push Notifications to Replace Emails: Push notifications should not be used to replicate email messages. This includes broadcast offers, transactional messages, and shipping updates. Instead, explore other channels like SMS, in-app messaging, and emails for such communication.Instead use this as a channel to speak to your customers.
Poor Targeting: Poor targeting and generalization are the worst mistakes that businesses can make when sending out notifications. Businesses must avoid excessive data collection and should not use personal data for purposes other than those initially disclosed to users.
Being Too Pushy: It is important that a user doesn’t turn off your push notifications. Study your consumer behavior using engagement data and create a positive consumer experience.
Wrong Timing: Timing is key when it comes to push notifications. Sending notifications at the wrong time can lead to users ignoring or even deleting them. For example, sending notifications during the middle of the night or during work hours may not be the best time to reach users.
Static Content: Using generic content in push notifications can lead to low engagement rates. Instead, use personalized content that is relevant to the user. For example, a retail app could send a push notification that offers a discount on a product that the user has previously viewed.
Here are some real-life examples of bad push notifications:
A push notification that is irrelevant to the user's interests or behavior, such as a notification for a sale on a product that the user has never shown interest in.
A push notification that is sent at the wrong time, such as a notification for a sale that is sent in the middle of the night.
A push notification that is too pushy or aggressive, such as a notification that repeatedly asks the user to rate the app or make a purchase.
By avoiding these common mistakes and providing value to the user, you can create effective push notification campaigns that engage users and drive action.