Push notifications have become a popular tool for increasing and sustaining customer engagement and retention. According to studies, push notifications can increase app retention by 3-10 times and click-through rates are seven times higher than those of emails. Push notifications can also be effective in boosting and maintaining user retention rates. In this article, we will discuss the ultimate push notification guide to user retention.
What are push notifications?
Push notifications are messages that are sent to a user's device from an app or website. These messages can be used to send reminders, share schedule updates, highlight upcoming events and promotions, and more. Push notifications can be used to engage users and motivate them to return to your app or website.
Why use push notifications for user retention?
Push notifications can be a powerful tool for user retention. According to a study, 61% of new app users receiving push notifications launched the app within the first month, compared to only 41% of users who did not receive push notifications. Push notifications can also be used to re-engage users who have not used your app or website in a while.
How to use push notifications for user retention?
To develop a successful push notification marketing strategy, it is important to segment users into insight-driven personas, use personalization techniques backed by user insights and behavioral data, and optimize content. It is also important to avoid overdoing it and to provide incentives for customers to keep engaging with your brand. Finally, it is crucial to send timely and relevant notifications to avoid frustrating users and causing them to delete your app.
Segment users into insight-driven personas
Audience segmentation can lead to a dramatic increase in push notification click rates. Of the people who open a push notification, 54% of users convert from segmented pushes, compared to only 15% who convert from one-to-all pushes. By segmenting your audience into insight-driven personas, you can deliver relevant content to your users at the point where they are most likely to engage.
Use personalization techniques backed by user insights and behavioral data
Personalization is key to effective push notification marketing. By using personalization techniques backed by user insights and behavioral data, you can deliver relevant content to your users at the point where they are most likely to engage. For example, you can use data on a user's location, past behavior, and preferences to deliver personalized content.
Optimize content
Optimizing your push notification content is crucial to increasing engagement and retention. Your content should be concise, clear, and actionable. It should also be relevant to the user and provide value. For example, you can use push notifications to send reminders about upcoming events or promotions, or to provide personalized recommendations based on a user's past behavior.
Avoid overdoing it
It is important to avoid overdoing it with push notifications. Too many notifications can be overwhelming and annoying to users, causing them to delete your app or unsubscribe from your notifications. It is important to find the right balance between providing value and not overwhelming your users.
Provide incentives for customers to keep engaging with your brand
Providing incentives for customers to keep engaging with your brand can be an effective way to increase engagement and retention. For example, you can offer discounts or rewards for completing certain actions, such as making a purchase or referring a friend.
Send timely and relevant notifications
Sending timely and relevant notifications is crucial to avoiding frustrating users and causing them to delete your app. Your notifications should be sent at the right time and provide value to the user. For example, you can send notifications about upcoming events or promotions, or reminders about incomplete actions.
Examples of brands who have used push notifications and have witnessed user retention
Many brands have successfully used push notifications to increase engagement and retention.
For example, Starbucks uses push notifications to send personalized offers and reminders about upcoming events. The company has seen a 26% increase in mobile orders since implementing push notifications. Another example is Airbnb, which uses push notifications to send personalized recommendations and reminders about upcoming trips. The company has seen a 10% increase in bookings since implementing push notifications.
In conclusion, push notifications can be a powerful tool for increasing and sustaining customer engagement and retention. To develop a successful push notification marketing strategy, it is important to segment users into insight-driven personas, use personalization techniques backed by user insights and behavioral data, and optimize content. It is also important to avoid overdoing it and to provide incentives for customers to keep engaging with your brand. Finally, it is crucial to send timely and relevant notifications to avoid frustrating users and causing them to delete your app.