The science of frequency in push notification campaigns is crucial for achieving optimal conversion rates. Brands must strike a balance between sending too many notifications, which can lead to user fatigue and unsubscribes, and sending too few, which can result in missed opportunities for engagement and conversions.
For instance, H&M uses push notifications to retarget customers based on their purchase history, cross-selling and upselling products. The brand sends a combination of dynamic and segmented push notifications, which improved engagement rates by 6.49% and the corresponding opening rate was at 8.8%. This strategy demonstrates that a well-timed and targeted push notification campaign can drive engagement and conversions effectively.
Another example is SuperJeweler, which sends cart abandonment reminders as engagement push notifications. The brand uses images of the products to entice the user to take the desired action, which has been successful in driving conversions. This shows that visual elements in push notifications can be powerful in driving user engagement and conversions.
In conclusion, the frequency of push notifications should be carefully considered to avoid user fatigue while maximizing engagement and conversions. Brands should aim for a balance between sending enough notifications to stay top-of-mind and not sending so many that they become intrusive. By leveraging rich media and personalized content, brands can create more engaging and compelling push notifications that drive conversions effectively.