mTraction | Re-engagement through customized push notification

Push notifications prove to be really useful for app owners and marketers, who are trying to effectively engage with their users. Today, almost every app is using push notifications to create a personalised advertising experience for their users and influence the purchase behaviour of users. In fact, push notifications give you great results if you’re doing them the right way.

But the important question is – Are you actually optimising your push notifications?

Before answering that question, you might want to recall your last few push notification campaigns. Did they result in greater user visits or lead to more purchases on your App?

If you’re stuck in between maybe and maybe not, pay attention to these 5 common mistakes that you might be unknowingly making while sending out push messages to your users.

1) The most common mistake – Sending out too many push notifications

While it’s important to keep your users aware of what’s the latest your App has to offer, too many updates often backfire. Repeated messages about your products, services or offers could actually result in users opting out of your push notifications. Whether you’re directly sending out your push notifications or using a platform for it, make sure you’re not overdoing it.

What we recommend?

Depending on your requirement, mTraction allows you to send as many push notifications as you want. But you can base these decisions on the data insights derived from our specific reports on scheduled pushes, number of opens and failed pushes. We also have an event funnel of all performed events after the push notifications are sent.

So, use these data points to pick out the user segments that appear inactive for a considerably wrong duration of time and target them with your personalised push notifications.

Remember, sending out too many push notifications to users who’re fairly active on your app will only annoy them.

2) That awkward mistake – Choosing the wrong time

Imagine receiving a push message at 4 O’clock in a summer morning about offers on woollen wear. Irritating, isn’t it?

That’s why timing and context matters.

If you’re ignoring the timezone of your users while sending push messages, it could be causing more damage than you can imagine. Even a perfectly planned push notification campaign can bite the dust if you’re timing them wrong.

That’s why a careful consideration of the timezone of your targeted user group’s location is extremely important while scheduling push notifications.

What we recommend?

To ensure that you don’t miss out on the timezone aspect, mTraction has a D-N-D (do-not-disturb) feature. Using this feature, you can avoid sending push messages during the D-N-D hours and optimize your pushes. Also, you can use our ‘Push Scheduler’ feature to schedule your push notifications and send them out systematically

3) Ignoring specific user-targeting

If you’re using the same push messages for all your users, it’s time to rethink your marketing strategy.

In today’s context, marketers need to be on top of their game in terms of understanding user preferences while targeting them with offers and messages. Gone are the days of treating users like a homogeneous entity. Truth is, all users are different and they need to be targeted with specific messages that grabs their attention. That’s why marketers need to pay attention to key audience behaviour metrics while segmenting their users.

What we recommend?

To help you in creating accurate user segments, mTraction offers the ‘Segment Builder’ feature. Use 100+ Key Value Pairs  to create rich user buckets using valuable data like user activities, events and other insights relevant to your business.

4) Forgetting to evaluate your push messages

Another crucial part is to constantly evaluate the performance of your previous push notifications. Not tracking the performance of your push notifications is another blunder most marketers commit. It’s important to check the performance of your push messages against the predefined KPIs of your campaigns. For eg, monitor how your push notifications resulted in new user-sign ups, ad clicks, purchases, etc.

What we recommend?
To keep a proper track of your push notifications and measure their efficacy, mTraction offers specific Push failure reports. Also, use try the deep-linking feature to redirect your users to specific landing pages and track the performance of your pushes.

You can use these reports to understand the actual causes of failure of your push notifications and better your future marketing strategies.

5) Skipping A/B testing

Not A/B testing your push notifications is another aspect that is often ignored while sending push notifications. Without doing proper A/B testing, you can never understand what’s working or not working with your users. So, instead of just pushing products in your messages, try to run two different formats of your push messages. This way, you can improve your user targeting for future campaigns.

So, we highly recommend that you tie these loose ends to target your users with well-planned and executed push notifications. This will definitely improve the performance of your push messages and deliver great results for your business.

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Want to optimise your Push Notifications?Just drop me a line at neelanjana@affle.com to get started with mTraction.

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