Web push (considered browser’s answer to mobile app push) is an effective way to reach customers with the right message in “real real-time,” – which is especially critical, since according to Aimtell the majority of people only check their email 1-3 times per day. With web push, it becomes easier to guarantee your web shoppers are seeing your messages when you want them to, better positioning you to address any points of friction in the moment and guide customers further along the path to an eventual purchase.
But the moment your customers feel that the messages they’re receiving aren’t meeting their needs, they won’t hesitate to disable web push – essentially silencing your brand and preventing you from engaging. The messages you’re sending via web push need to actively improve your customer’s shopping experience, while at the same time being fully aligned with their other actions on other channels. If you’re not focused on your customers’ needs and preferences with each message you send, you risk losing them for good.
So what do you do? Or, to ask another question, what don’t you do?
DO make the value of the message clear up-front
Put simply, if your customer has to wonder how they’ll benefit from your push message, they aren’t going to bother clicking and opening it to find out. Using language that highlights what the customer will gain from your message – whether it’s access to a flash sale (“Today Only!”), a coupon on a future purchase (“15% Off!”), a notification on an inventory change (“Time Is Running Out!”), or a giveaway (“Your Chance To Win!”) – incentivizes engagement with your campaigns and with your brand, and can make or break a purchase when leveraged correctly.
DON’T wait too long to send a web push message
eMarketer recently reported that 81% of customers remain loyal to a brand because the brand is there when they need help. If a customer receives a push message even an hour later than the moment they needed it, by the time they open it the content is already irrelevant. But web push’s strongest capability is its real-time aspect, and by making sure you reach out during points of friction and take advantage of each opportunity to engage with a push message at the right time, you can solve problems as they come up and deliver messages the moment they’re needed.
DO personalize your messages based on browsing behaviors
The other side of contextual-relevance is not only sending your messages at the right time, but sending the right message based on what your customer is looking at/interacting with, what their preferences and needs are, and – most specifically to your campaigns – which web push messages they are and aren’t opening. By informing your push messages with behavioral triggers, you can deliver the most dynamic content that speaks to each customer’s unique needs. And you can communicate with each unique shopper more effectively based on each new piece of information you learn.
DON’T send too many canned messages
Web push can become spam very quickly – and as is the case with email, mobile messages, or any other campaign, customers can detect a message that isn’t personalized and that’s been sent out in bulk to every other shopper regardless of where they are in their shopping journey. It’s definitely a good idea to let customers know about things that benefit everyone equally – things like flash sales and daily giveaways – but other notifications like inventory re-stocks (and browse/cart abandonment!) need to be done mindfully based on each customer’s unique actions and browsing behaviors. The fewer canned messages you can send, the better off you’ll be.
Takeaway: Do send push messages that speak to your customer’s needs at the right time.
At the end of the day, if you’re prioritizing your customer’s preferences at every step in the buying cycle, you increase the chances that they’ll actually open the message and look at your campaign – thus increasing the chances that they’ll make a first purchase if they’re new, or that they’ll continue on the path to loyalty if they’ve shopped with you before. And being able to reach your customers in real-time, the moment they need you, only makes it easier to engage at moments of peak activity or during moments of friction where the customer needs help. Understand what they need most in any given moment based on the behavioral triggers you see, and leverage web push to meet those needs as they come up.