Learn how to send web push notifications that users actually want with these 6 simple tips.
From Kelly Forst 3rd September 2020
As of October 2019, there are over 1.72 billion websites on the Internet.
Did your jaw just hit the floor?
This is amazing competition for web traffic.
Driving the web traffic is difficult enough. However, when you consider that returning website visitors converted 73% more than first-time visitors, it can be even more overwhelming.
How on earth can you convince people to visit your website twice?
Using a tool like web push notifications increases your chances of driving visitors back to your website. Simply give visitors the opportunity to log in and receive updates from you with little effort.
Would you like to make web push notifications a part of your marketing strategy? Read on to learn how to create push notifications that can bring traffic back to your website and generate more sales.
Why web push notifications improve your marketing strategy
Web push notifications are a great way to complement your email marketing strategy. Not only are they a powerful tool for driving web visitors back to your website, but they also provide time-sensitive information instantly.
If you are unfamiliar with web push notifications, here is how they work: A website visitor sees a popup modal – like the following – asking them to sign up to receive web push notifications. After they click "Allow", you can compose and send messages to them that will appear in either the upper left or lower left corner of their desktop if a browser is open.
This is also one of the easiest ways for your prospects to get updates. Signing up to receive push notifications is as easy as pressing a button – in the truest sense of the word.
However, there are many more benefits to using web push notifications in your marketing strategy.
Top 5 reasons to use web push notifications
# 1 – Reach users when they are online. A user doesn't have to be on your website to receive messages from you, nor does it have to be in their inbox. When they're online, they'll see your messages.
And if they are not signed in at the time you send your message, it will appear when you sign in.
# 2 – Increase engagement with your brand. Since subscribers have already visited your website at least once and chosen to receive messages, they will want to be immersed in your brand.
Submit valuable content that you know you will love like exclusive discounts, product updates, new blog content, invitations to events, and more.
# 3 – Cut down on advertising costs. Web push notifications are a great way to retarget web visitors who may have left your website without making a purchase.
# 4 – The sign up process is super easy. You no longer need to collect contact information for subscribers. All the user has to do is press a button to allow or block notifications.
No email addresses or contact details required.
# 5 – The delivery rate for web push notifications is extremely high. Since web push notifications are browser-based, there are no problems with spam folders or bounces.
Plus, users don't need to put you on the "safe list". You can rest assured that your messages will be delivered.
How do you send web push notifications that people really like?
Once you have a list of web push notification subscribers, you are ready to start sending messages.
Remember, people signed up to hear from you because they believed you had something to offer them. Whether they love your products and get offers, admire you and the content you post, or just want to keep in touch, they are ready to sign up because they believe you can help them.
One of the first steps to finding out what value you can offer your audience is to uncover their weaknesses. Knowing your customers and prospects can have a huge impact on your marketing efforts.
When you know what they are struggling with, you can create solutions and position your product or service to help them.
Ultimately, the goal is to get subscribers to act. You want them to click the push notification to go back to your website and check out what you've offered.
Here are some tips for writing web push notifications that users want to click.
Tips for creating click-on web push notifications
Value creation is the key to reciprocity in marketing. You need to build a trusting relationship first before attempting to sell to your audience.
However, the term “value” is vague. "Value" can look different for different target groups.
Maybe that means educational e-books or articles. Or exclusive promotions or discounts. Or even invitations to webinars or events.
Because of this, it's important to take the time to understand your audience's vulnerabilities. This enables you to create valuable content that will resonate with you.
Use power words
Power words, or trigger words, are those that make a subscriber take action. They usually evoke emotion in subscribers and are a great way to get them to act.
In fact, some trigger words are very common in everyday speech. We've put together 8 power words to use in your emails. However, they also affect every marketing copy you write.
Some examples of trigger words are: "Now", "You", "New", and "Free".
Get a feel for FOMO
FOMO – or fear of missing out – is a common psychological experience when someone feels like they are missing out on something great. It is triggered by a feeling of scarcity – which means that something is only available in limited quantities or for a limited time.
People tend to act with urgency when something is only available for a short time.
Exclusivity can be used in marketing to give people a sense of belonging, which in turn can make them feel important and valued.
Make your subscribers feel special by offering them exclusive deals, promotions, or content. Or, take advantage of a member-only program if it's part of your business strategy.
Keep it short and sweet
When creating web push notifications, keep in mind that each section has different restrictions on character and content.
A general rule of thumb for content restrictions is 120 characters for the message, 50 characters for the title, 15 characters for the call to action, and a picture. So, if you want to communicate effectively with your audience, your content needs to be short and sweet.
Anatomy of a web push notification
Think: what's the most important thing my subscribers need to know in order to click on it? The answer to this question will help you pack as much punch as possible into a short block of text to help move the action forward.
Bring emotion into your push notifications by conveying humor, empathy, and a sense of belonging by referencing trends and pop culture references.
Before referring to the latest episode of each popular TV show, answer two questions:
- Will your audience understand the reference?
- Does your brand voice support the reference?
Ultimately, emotion only works in marketing if it's real and serves your audience.
Example: How a Food Blogger Can Send Web Push Notifications
Let's look at one food blogger looking to get more sales using the web push notification tactic outlined above.
Invitation to a live cooking class
Web push notification: Invitation to a live event
New recipe on the blog
Web push notification: New blog post
Limited time discount
Web push notification: exclusive and limited time offer
Do you use web push notifications?
We want to hear about it. Let us know in the comments if you use web push notifications and how they helped you get more website traffic and more sales.