Digital publishers face the ongoing challenge of connecting with a continuously inattentive digital audience, making it increasingly important to find ways to cut through the noise.
Push notifications help to do just that, enabling direct contact with readers. These “pushes” can be used to promote new content directly to web and app users via their device, bypassing the need for them to be on a site or in an app in order to learn about content updates.
Apple first introduced this technology in 2009 and it has grown in popularity ever since. The return-on-investment (ROI) is high for this service, with some industry estimates suggesting an 88% boost in engagement after enabling it.
Understanding which push notification to choose can be tricky for publishers. That’s why it’s essential to sift through the key features each offers to find the best fit. First, let’s delve into these handy tools’ various benefits.
Why Should Publishers Use Push Notification Services?
Push notification providers offer publishers another line of direct communication with audiences, keeping them informed and connected. In other words, publishers are able to engage readers directly on their devices rather than waiting for them to visit their site.
Publishers can use targeted notifications to pique user curiosity and encourage them to take action, whether that be reading new articles, exploring new products or participating in events.
1. Increased Engagement
Push notifications serve as a call-to-action (CTA) for viewers to visit a publisher’s website or open their app. Personally tailored to the individual, it can be especially effective for mobile phone users, given that it arrives on a user’s most visible real estate – their lock screen.
In fact, subscriber numbers can grow by as much as 300% within the first three months of installing push notifications.
2. Greater Retention
A push service offers re-engaging power to circle users back to a publisher’s app or website. Publishers can then reinforce relationships with their readers and the value of the subscription.
Digital solutions provider Upland has found that around half of app users that opted in to push notifications were more engaged. By delivering interesting content directly to a user’s screen, publishers keep their audience interested, leading to continued interaction with apps or websites.
3. Real-Time Updates
Push notifications allow digital publishers to instantly notify users about relevant content such as breaking news. For time-sensitive topics, pushes are not just the key to getting eyes on content faster, they can also help beat the competition to the punch.
How to Choose the Best Push Notification Service
When searching for the best push notification service, publishers need a clear understanding of their desired goals and budget.
Carving out these details helps better identify non-negotiable features when looking for a platform. For example, advanced analytics help better understand open and click through rates (CTR) and platform compatibility.
1. Platform Support
It is vital that the service supports iOS, Android, web browsers or any other platforms that are targeted in campaigns. Considering one reader may prefer a different device than another, compatibility across devices is necessary.
Keep in mind, IOS requires an Apple push notification service (APN) certificate and Android likewise obligates Firebase Cloud Messaging in order to send pushes.
2. Customization and Personalization
Personalization plays a big role in the customer experience. Things to look for can include segmentation options, targeting based on preferences or behaviors, and personalized content.
Segmentation is key to creating a dynamic campaign, as it targets readers based on their interests. Using tailored content to the user prompts them to click the notification and drives traffic.
3. Notification Types and Formats
Publishers should also consider different notification types and formats, including rich media content, interactive notifications, deep linking or other advanced features.
Depending on the type of push they intend to deliver, whether it be SMS messaging or social media notifications, for example, these formats can include various multimedia elements.
4. Automation and Workflow
The ability to set predefined rules or triggers determines when and how push notifications are sent to users. This can include scheduled notifications for specific times and days, which is a great option for time-sensitive content.
Final Thoughts
The above isn’t a complete list of every push notification service provider, focusing more on feature sets that can specifically help publishers increase their audience engagement. Digital publishers can use more eCommerce focused platforms as long as they understand the features they’ll need for their business model.
Push notifications are a powerful tool in effectively engaging with audiences and maintaining subscriber retention. They cut through the noise and directly contact readers with personalized messages, making users feel a sense of urgency and inclusion.
While each push notification platform has different strengths, all of the services we’ve mentioned above offer publishers numerous tools to help them manage and grow their audience engagement.
The media industry is constantly fighting an uphill battle for mindshare in the digital era, making push notification services a valuable tool when trying to find a competitive edge.
FAQs
Do You Need a Server to Send Push Notifications?
Push notifications are sent through a server to end-user devices. The server receives and communicates the push notification and is essential for the audience segmentation process.
Can You Send Push Notifications Without an App?
While a mobile app is traditionally used for push notifications alternative methods, such as web pushes, don’t require a native app.
