Blog, Cross Channel

Push notifications and email marketing, two complementary channels for mobile and cross-channel marketing strategy

25 June 2015 Comments Off on Notificaciones push e email marketing, dos canales complementarios de la estrategia de marketing móvil y cross channel

I-am-PushOne of the most talked-about marketing tactics are the Mobile Push Notifications o push notifications. This is the sending of communications to users who have a particular app with the aim of maintaining the relationship with them. Let's look at it in more detail. We can consider mobile apps as a PULL STRATEGY where the user searches and decides what and with what content to interact. The user may have downloaded our app, but this is no guarantee that they will interact regularly with the brand (via the app, website, physical shop, email, etc.). This is where notifications emerge as a push tactic, aimed at communicating a particular message to the user and eliciting a response. It should be noted that in order for the user to receive a push notification, the option must be enabled in the app.
According to Localytics52% of users who have an app have the functionality to receive push notifications enabled. According to the same source, the open rate of these notifications is 7% for segmented campaigns and 3% for generic campaigns. Where push notifications really stand out is in the conversion rate: 54% for the segmented campaign target and 15% for generic campaigns.
It is still too early to gauge the trajectory and impact of push notifications, but it is interesting to ask about their strengths and how they can be used. combine them with email marketing in the context of a successful cross-channel strategy.. These are some of the ideas we share here:
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  • A 7% open rate for push notifications is roughly 3 times lower than for email. However, we are talking about a 7% e users who are very fond of the brand: they have decided to incorporate the app on their mobile phones, a clear indicator of their affinity with the brand.. Here the "intrusive" element of the notification may penalise the user experience. However, for those who open it....
  • Conversion rates are currently very high at 54% - 15%. In email marketing, click-to-sell conversion rates can range from 0.5% to 2%. Let's take into account the user's profile (affinity with the brand) and the fact that, unlike emails, which can remain in the inbox without being opened, in this case the user is compelled to act instantly.
  • In retail, for example, push notifications can be used to send messages to users in the vicinity of your shop. Let's keep in mind that theeolocation is one of the main advantages of mobile marketing.
  • As in email marketing, it is key to dose the frequency of communications. Consider that the user may have our application and some others. It is easy to visualise how uncomfortable it would be to have different notifications constantly appearing on the mobile phone.

We are still lacking success stories and experiences that illustrate the strategies that can best work in a cross-channel strategy that combines push notifications and email marketing.