Many factors come in to play when a user decides whether to opt-in to receive an app’s push notifications. In every case there is one constant: app users want your push notifications to confer some sort of benefit. Whether that benefit is timely access to information, alerts about deals or offers, or updates on social activity in your app, users give your permission because they trust that you will follow through on this implicit promise.
When users allow you to send them push notifications they are choosing to let you into their personal lives, so it's important to hold up your end of the deal by providing them with relevant content that will make their lives better.
To help you deliver on this promise, we’ve outlined 5 common push notification pitfalls every mobile marketer should avoid.
1) Sending Irrelevant Content
Beware of boring your users with irrelevant content. Your users are choosing to receive your push notifications to make their lives better in some respect. So, take the time to understand what your users like, what their interests are, and what type of information they are consuming. Analyzing this data and making it core to your content strategy will be the determining factor in a successful marketing campaign and one that flops.
2) Spamming Your Users
A push notification is coveted real estate for mobile marketing, so don't waste it by blasting out generic content. It's easy to think all your users are going to be excited by every new product, store opening, offer, etc. that you provide, but the reality is that your users are expecting personalized, tailored content just for them.
Spamming your users is the easiest way for you to lose your users trust. Instead of a blast marketing campaign, take a look at common characteristics amongst groups of users like geography, what stage they are in your app, past behaviors and interests, then define targeted segments. Use these segments to send targeted and personalized content.
3) Setting Up the Wrong User Segments
Building on what we just talked about, defining user segments is important, but make sure your user segments are the right ones for your business. This will vary depending on the type of app you have, but the important factors to consider are: who are your users and what are you trying to accomplish.
4) Getting Your Timing Wrong
The most optimal time for sending a push notifcation is dependant on your business and the goals you are aiming to achieve. Test out a few different times and analyze their performance. What did the open rates look like? Did your push lead to a conversion? Did users spend more time in your app? In general, the most important aspect to keep in mind is your users time zone. No one likes to be woken up in the middle of the night to a push notification, no matter how relevant the message is!
5) Forgetting Your Metrics
It's important to stay close to your performance metrics after you set a campaign live. Keep a close eye on how your users respond to each push campaign and make adjustments as you go. For instance, how often you send push notifications will help you set internal frequency caps accordingly, managing and avoiding burn out. After the completion of each campaign, be sure to analyze the metrics in prepartion for future campaigns.