Measuring the success of push notification campaigns is crucial for e-commerce brands to make data-driven improvements and optimize their marketing strategies. In this blog article, we will discuss the important metrics that e-commerce brands should track to evaluate the effectiveness of their push notification campaigns and provide examples of successful brands in the e-commerce space that have leveraged these metrics.
1. Click-Through Rate (CTR)
CTR measures the percentage of users who click on a push notification to visit the app or website. A higher CTR indicates that the push notifications are relevant and engaging to the target audience. For example, H&M's push notifications have a high CTR as they provide personalized product recommendations and promotions based on customers' purchase history.
2. Conversion Rate (CR)
CR measures the percentage of users who complete a desired action after receiving a push notification, such as making a purchase or signing up for a newsletter. A higher CR indicates that the push notifications are effective in driving conversions.
3. Average Revenue Per User (ARPU)
ARPU measures the average revenue generated per user through push notifications. An increase in ARPU suggests that push notifications are contributing to increased customer spending and overall revenue growth.
4. Retention Rate
Retention rate measures the percentage of users who continue to engage with the app or website after receiving push notifications. A high retention rate indicates that the push notifications are effective in maintaining user interest and loyalty.
5. Opt-Out Rate
Opt-out rate measures the percentage of users who opt out of receiving push notifications. A low opt-out rate suggests that users find the push notifications valuable and relevant.
6. Delivery Rate
Delivery rate measures the percentage of push notifications that successfully reach the target users' devices. A high delivery rate indicates that the push notification platform is functioning effectively.
7. View Rate
View rate measures the percentage of users who view the push notifications. A high view rate suggests that the push notifications are visually appealing and effective in capturing users' attention.
Brand Examples
Several e-commerce brands have successfully leveraged these metrics to evaluate the effectiveness of their push notification campaigns and make data-driven improvements. For instance, H&M has used push notifications to re-target customers and cross-sell/upsell based on their purchase history, resulting in a high CTR and CR. Similarly, Shopify stores have used push notifications to deliver sale announcements, promotions, and deals directly to customers' browsers, increasing awareness and driving sales.
Conclusion
By tracking and analyzing the key metrics mentioned above, e-commerce brands can evaluate the effectiveness of their push notification campaigns and make data-driven improvements to optimize their marketing strategies. This approach can lead to increased customer engagement, higher conversion rates, and ultimately, increased revenue growth.